In this unit, we're going to challenge a huge misconception about branding that even seasoned business owners get wrong.
Most people think their brand is their logo, business card, or website design. But that's like saying a person is just their outfit.
Engagement Message
Before this lesson, how would you have defined your brand in one phrase?
Here's what most people believe: "If I create a beautiful logo and pick nice colors, I have a brand."
This thinking leads businesses to spend thousands on design work, then wonder why customers still don't connect with them emotionally.
Engagement Message
Which business has stunning visuals but doesn't feel emotionally engaging to you?
Your brand is actually the sum of all perceptions, emotions, and experiences people have with your business.
It's what people think and feel when they hear your name - not what your logo looks like.
Engagement Message
Can you think of a brand that makes you feel a specific emotion?
Consider Apple. Their brand isn't their bitten apple logo. It's the feeling of innovation, simplicity, and premium quality people experience.
Even if Apple changed their logo tomorrow, people would still associate them with cutting-edge, user-friendly technology.
Engagement Message
What feelings or thoughts come to mind when you hear "Apple"?
Your brand lives in people's minds, not in your design files. It's built through every interaction someone has with your business.
A friendly customer service call shapes your brand more than a perfect logo ever could.
Engagement Message
What's one memorable customer service experience you've had?
Think about your favorite local restaurant. You probably love it for the food quality, atmosphere, or how staff treats you.
Their "brand" is that total experience - even if their actual logo is just text on a window.
Engagement Message
What makes your favorite local business special to you?
Type
Sort Into Boxes
Practice Question
Let's test your understanding. Sort these elements based on whether they're part of your actual brand or just visual design:
Labels
- First Box Label: Your Actual Brand
- Second Box Label: Just Visual Design
First Box Items
- Customer feelings
- Service experience
- Product quality
- Company values
Second Box Items
- Logo design
- Color palette
- Font choice
- Business card
