What is branding, really?

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Photo by Braydon Anderson on Unsplash

When you hear the word ‘Brand’, what comes to mind? A business owner? A company? A product? A logo?

It’s confusing.

But brand strategists, designers and marketers (as creative as they are) struggle to come up with a new word to describe what goes on behind the scenes, and explain what they are doing day in and day out. They might call it story, perception, promise, service… the list goes on. But those hazy labels are just adding more puzzle pieces to an already complicated theory.

We all know the importance of branding. …


But these 4 Pillars of Branding definitely are.

A frequent request to many designers is “Can you design my logo?”

When we get this question, the short answer is — Yes! But, let’s be honest here, your company is so much more than just a logo. Focusing solely on logo design will leave a lot of opportunities to connect on the table.

Let me explain.

When developing your brand concept, the FIRST and best step is to consider the 4 “V’s” as your fundamental strategy pillars, before ever designing a logo.

The 4 “V”s of Branding

  1. Vision
  2. Voice
  3. Visuals
  4. Values

I am not the first…

Casey Shagena

Brand Cultivator & Co-Founder at Aliado. A design & marketing studio serving ethical + human-centric brands. ⇢Design thinkers for #changemakers

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