What Is Branding? (And Why It’s More Than Just a Logo)
- DBJ
- Apr 14
- 3 min read
If you’ve ever asked yourself “what is branding?”—you’re not alone! It’s one of the most misunderstood concepts in business, and while a lot of people think branding begins and ends with a logo, the truth is, a logo is just the tip of the iceberg.
Today, we’re breaking down the real definition of branding, why it matters, and how getting it right can completely transform your business!
So, What Is Branding?
Branding isn't a 'thing' - it's a process. It's the way we shape the perception of our businesses in the minds of our audience. It’s how people feel when they interact with you, and how they remember you after the interaction is complete.
At DBJ Studio we define branding as...
"a toolbox, filled with tools, that tailor the perception of an audience, and produces an end result".
A Solid brand will include everything from your Strategy (the intangible elements of your brand, such as your voice, values, and the overall experience you create), to your visual identity which includes the things that people can see such as logos, imagery, colours, and fonts.
Businesses are constantly growing, and your Branding will be an ongoing process for as long as your venture exists. However, having a strong brand foundation let's you hit the ground running and also serves as a guiding star to every decision your brand will make.
Branding vs. Logo: What’s the Difference?
Let’s be clear: your logo is important. It’s often the first thing people see. But your logo alone doesn’t tell the full story of who you are, what you stand for, or why someone should choose you. This is why a logo on it's own isn't enough.
Imagine meeting someone for the first time - they’re dressed well, maybe even stylish. But when you try to get to know them they have no story, morals, emotions, history, opinions or personality - how long would you want be around them for?
When it comes to the outfit - that’s the logo. However, Identity is about the overall brand!
Why Branding Matters More Than Ever
People don't buy products and services - they buy into brands, and this has been the case for quite some time. They want to feel something. They want to trust who they’re buying from. And they want to align with businesses that reflect their own values.
This is where branding does all the heavy lifting for you. A well-defined brand will allow you to:
Build trust and credibility
Create emotional connection
Drive loyalty and reviews
Help you stand out in a crowded market
Whether you’re a solo-preneur or a growing organisation, the goal is to be your customer's first choice. Investing in your branding is how you move from being “just another option” to being the only option in their minds.
What Makes Up a Brand?
We mentioned the elements (strategy and identity) that go into a complete brand identity earlier. All the pieces of your brand work together to create a cohesive and memorable brand. When done right, your audience doesn’t just see your brand—they feel it.
Brand Strategy
Your strategy is your north star. It allows you to shape the decisions you make, from which products/services you offer, to how often you post on social media, and on which platforms. Without a clear and strong strategy, you run the risk of making choices 'just because' instead of with intention.
Intentionality will be the difference between meeting your goals and letting your customers fall into the hands of your competitors. Whether you get a professional strategist to assist you on your journey or choose the DIY route, you want to consider the following:
Purpose, mission, vision, and values
Brand Promise
Brand voice and tone
Messaging and positioning
Brand Story
Customer experience
Visual Identity
Your visual identity should be created with the guidance of your strategy. The colours you choose need reason, your fonts need to convey the correct message and your logo should tell a story and be versatile, but this doesn't happen by chance. If you possess the skills to design assets that meet the requirements of you strategy - great! If not, you may want to seek help from a professional designer that can build you the brand of your dreams.
Logo Suite
Colour palette
Typography system
Supporting Assets
Brand Guidelines
Final Thoughts
Next time someone asks “what is branding?” - you’ll know it’s much more than a logo. It’s how your business shows up in the world. It’s the emotions you evoke, the story you tell, and the experience you create.
At DBJ Studio, we build unforgettable brands for industry-shifting business owners that go way deeper than aesthetics. Because great branding isn’t just about looking good—it’s about making people feel something, and remember you for it.
Ready to build a brand that leaves a lasting impression? Let’s talk.
