Branding is a process designed to develop, among other things, a unique business name and custom logo design for a company, product, or service. ⠀ But branding isn’t just a few things like a company’s name and logo. It’s also about the company’s reputation, the way a company’s products and services are advertised, and about a company’s values. The goal of the branding process is to build awareness and loyalty. Branding is not solely for companies and organizations. ⠀ There are some important branding terms you should understand. 📌 brand assets – visual assets (fonts, colors, resources, etc. that form the outward-facing brand) 📌 brand associations – anything that people associate with a brand 📌 brand awareness – the ability of customers to identify a brand in a crowded market. 📌 brand personality – the brand’s personality traits (e.g. innovative, socially conscious, trustworthy, friendly) 📌 brand positioning – how a brand is perceived against its competitors 📌 brand promise – a brand’s unique selling proposition (for Volvo it’s “safety”) 📌 brand values – what guides your company’s decisions and behaviors? 📌 brand voice – how does your brand «speak»?