What is branding?
When we talk about brand identity, we talk about the whole package: the strategic foundation (why you exist and for whom, your values) and your visual identity (logo, colours, typography, imagery, layout principles). Because all of these elements together, make up a brand identity. Tone of voice (the way you speak and write) and other elements such as a brand jingle is also part of your brand identity. We believe that if you are clear about who you are as a business, and present yourself clearly to your customers, the more future-proof your business is. Then you can focus on the other important things such as business development, culture, sales and marketing.
Branding is essentially the way you present your business to the outside world and how people perceive you. If your brand was a person then the brand identity is that person's image/personality – how they look, how they dress, how they move, what they say, how they say it, how they behave. The way people feel about that person – well, that's their reputation – and a good reputation is crucial to success.