But what is a brand? Your brand is what makes you stand out from the pack: it is the story you tell, the way you look, and the presence you maintain in the public space. It tells people what to expect from you by representing the niche in the market that you are there to fulfill. In its simplest form, you might say that a brand is made up of pictures and words.
Pictures: Your brand is a visual identity used consistently across your website, your social platforms, your packaging, your uniforms, your brochures, your signage – everywhere that your business has a presence. It is a recognisable set of colours, shapes, and images that convey the mood and tone of what you do.
Words: Your brand is also the words you use. Are you talking to professional people, students, younger people, older people, families, workers, teenagers? The language you use, and the key words you communicate with, should be wired for your target market, consistent across your platforms, and convey your message.