What is Branding, Exactly?
“Branding” is an often misunderstood concept. Many who are not “in the business” hear branding and think “logo.” And they’re not completely wrong.
The idea of brand comes from the wild west of North America. Ranchers would create a simple mark that would be heated in fire and applied to livestock. Anyone seeing a branded cow would immediately know by the “brand” that the animal belonged to someone. A similar brand was applied to criminals to indicate proof of their misdeeds.
Instead of a long-form statement attached to a cow, a simplified visual – a brand/logo, if you will – was created to help identify property quickly.
Today, brand – or branding – is a deeper, and less widely understood concept. Today, it’s not just a visual. At Element 47, we believe brand is more akin to reputation. As Jeff Bezos, founder of Amazon, says:
“Brand is what people say about you when you’re not in the room.”
A Real World Example of Brand
The simple example I frequently use is McDonald’s and Ruth’s Chris Steak House.
McDonald’s and Ruth’s Chris are both restaurants offering food, most famous for their beef products (ok, and French fries).
If you’re traveling with your family and attempting to get to the white sandy beaches of the Florida panhandle from Nashville, Tennessee, as quickly as possible and you need to stop to eat, you’re probably going to pick McDonald’s over Ruth’s Chris. And there probably isn’t Ruth’s Chris anywhere near the interstate highway. Your goal is to get something quick that the kids will quickly eat (and fall asleep), helping Dad get to Florida on time.
If you’re looking for a nice restaurant offering a memorable and delicious meal for a special occasion, McDonald’s probably isn’t in the top 50 of your lists of options. While both are “chain” restaurants offering food, the similarities end there.
So, what would you say about each establishment? I’ll take a stab at it for you…
McDonald’s is brightly lit, maybe a little chaotic. Meals are cheap, can be eaten with your hands, and are loved by children and their immature palates. You can walk in wearing shorts, flip-flops, and a T-shirt; nobody will bat an eye. The service you receive occurs only once: while standing in front of a register, placing your order.
Ruth’s Chris Steak House, on the other hand, touts expensive, delicious steaks, white tablecloths, and professional table-side service. Walk in wearing shorts, flip-flops, and a T-shirt, and you’re going to get a few looks…and may be asked to leave.
The brand of each restaurant is wildly different. And if you walked into Ruth’s Chris Steak House and were treated like you were at McDonald’s, you’d likely want to have a conversation with the manager.
Why Branding Matters More Than Ever
In today’s hyper-competitive world, your brand isn’t just your logo or tagline, it’s your company’s gut-level impression. It’s the shorthand people use when they describe you to someone else. It influences whether someone gives you a shot, refers you to a friend, or scrolls right past.
Think about it: you don’t have time to read every review, analyze every feature, or compare every price. Most of us make quick decisions based on feeling and whether or not a brand resonates with our values, solves our problems, or simply feels trustworthy. That emotional shorthand is what strong branding delivers.
And this isn’t just about big national chains. It applies to your local nonprofit, a niche consulting firm, a startup trying to raise capital, or even your personal reputation as a professional. If people can’t clearly describe what makes you different and valuable, you don’t just have a brand problem; you have a business problem, too.
Building a Brand Worth Talking About
At Element 47, we help organizations define and express a brand that’s rooted in who they actually are, not who they think they should be. Brands are not aspirational. Your brand is the world’s impression of you or your company. Brands aren’t invented; they’re uncovered.
Effective branding starts by asking the right questions:
- What do your best customers say about you?
- What makes people choose you over the competition?
- What promises do you consistently keep?
- How do you show up: visually, verbally, and experientially?
When we build brands, we’re not creating something fake or flashy. We’re distilling the essence of your business down to a message and identity that clicks with your audience and sets the right expectations.
Because here’s the truth: consistency builds trust. And trust builds business.
What Happens When You Get Branding Right
When your brand is clear and consistent, everything else gets easier. Marketing becomes more efficient. Sales calls go smoother. Hiring gets easier because people already know what you stand for. Your audience starts to self-select; they either lean in or opt out. And that’s a good thing.
You can’t be everything to everyone. But when your brand is built with intention, you become something to someone. And those someone’s are the people who keep your business growing.
Final Thought
Branding isn’t just a phase in your startup’s journey. It’s not just a logo refresh. It’s the sum of how people experience you, talk about you, and remember you.
And if you’re not actively shaping that perception, it’s still being shaped—just not by you. Let’s make sure what people are saying when you’re not in the room is exactly what you want them to say.