What is “Branding” Anyway?
Your brand is the way your business is visually represented, how it communicates, and the connections it makes. If you've ever wondered what branding really means—and what you need to build one that grows your business—this post breaks it all down.
Quick Take:
Branding services at Madewith Studio involve designing the visual representation of your business. Your full “brand” is the combination of your visual design + your messaging + your customer experience that your audience comes to know and recognize. A strong brand helps you communicate clearly, show up consistently, and position your business with confidence. Your logo, fonts, and color palette are just one piece.
What Do We Mean by “Branding”?
When business owners ask, “What exactly is branding?” they’re usually thinking about their logo. But branding goes deeper than one mark or graphic. At its core, branding is about how your business is perceived.
At Madewith Studio, our branding services create the visual representation of your business.
At the most basic level, that includes:
Your logo suite
Your color palette
Your font system
But your “brand” doesn’t stop there.
The Full Picture of a Visual Brand
Past your logo, colors, and fonts, your visual brand could also include:
Layout and template design
Iconography or background textures
Image direction or photography style
Packaging design style
Social post templates
And more
Each visual element plays a part in how your brand is recognized and remembered. But what really sets a strong brand apart is consistency and clarity (which is why your brand guidelines are so important).
Breaking Down the Visuals
Here’s how your logo, color palette, and fonts work together:
1. Logo Suite
A flexible logo system includes a primary logo, stacked or simplified versions, and sub-marks (like a monogram or a unique symbol) so no matter where your logo shows up, it’s consistent and sized correctly.
2. Color Palette
Color is one of the most crucial parts of your brand. Customers will remember color before they remember any other part of your visual brand. And there’s a lot of psychology that goes into it. Your color palette typically includes:
A primary color (the one you use most and your brand will become known for)
Accent colors for variety and depth
Neutrals for balance, backgrounds, and to add contrast
3. Font System
Your font choices support your brand’s personality, tone, and hierarchy. Typically, this includes:
A headline font
A body font for clarity
And possibly an accent font for emphasis
Your Brand Is More Than Just Visuals
Beyond your visuals, a complete brand includes your:
Voice, Tone, and Personality
Core Messaging (like your tagline and value proposition)
Client Experience (including your funnel experience and your customer service)
Positioning, Target Audience, and Ideal Client Personas
Values and Mission
Your brand is every way your business shows up—visually, verbally, and experientially. It’s how you’re perceived by clients, customers, employees, and anyone else who interacts with your business. That perception is what makes up your “brand”.
Why Does Branding Matter?
Branding is all about building recognition, trust, and connection with the right people. And it serves as your foundation for business growth. Here’s what branding can do for your business:
Attract the right clients
When your brand reflects the level and style of work you actually do, it resonates with people who are already a great fit. You won’t have to work as hard to explain your value as they get it right away.
Build trust and credibility
Good branding gives your business a sense of clarity and consistency that people notice. It helps potential clients feel confident in working with you, even before they’ve reached out.
Support higher pricing
People are willing to invest in businesses that look established and thoughtful. When your branding reflects the quality of your work, it’s easier to charge rates that reflect your expertise.
Make marketing feel easier
When you have a clear brand in place, showing up across different platforms doesn’t feel like reinventing the wheel. You’ll know what to say, how to say it, and how to present it visually—without starting from scratch every time.
Branding sets the tone for how people experience your business, and when it’s done well, it can move things forward in a big way.
Rebrand Checklist
Before you invest in a new visual identity or full rebrand, pause to make sure a few foundational pieces are in place. Without clarity in these areas, even the most polished branding won’t land with the right people or support the growth you’re working toward.
Here’s what to get clear on first:
✔ Your Ideal Client Today
Don’t just brand for who you’ve worked with in the past. Brand for who you want to attract going forward. Think about the clients you love serving, the ones who value your work, and the ones aligned with your long-term goals.
✔ Your Positioning in the Market
What makes you different from others offering a similar service? Your perspective, your process, your values. All of these help carve out a space that’s uniquely yours. Strong branding should reflect and reinforce that positioning.
✔ Your Future Direction
Is your business shifting? Scaling? Expanding your offer or team? Your brand should support where you’re headed, not just where you’ve been. Think beyond today’s needs to make sure your brand is built to grow with you.
A rebrand is a chance for realignment, helping your business show up in a way that’s strategic, compelling, and built to grow. When the foundation is strong, your new branding becomes a powerful tool for growth.
TL;DR
Your full “brand” includes: Your Visuals + Messaging + Experience
It’s how your business looks, communicates, and how people feel when they are engaging with you.
However, when we’re talking about “branding” in our studio, we’re talking about creating your visuals. From your logo suite and color palette, to your fonts and template designs.
When we design branding for our clients, we craft a visual identity that’s rooted in your positioning, aligned with your voice, and built to support the client experience you want to deliver. Because good design is purposeful, and it should support your business.
Ready to Build a Brand That Reflects Where You’re Headed?
Whether you’re ready for a full custom brand or a strategic refresh, we create custom branding systems that are built on your full brand foundation and elevate your business presence. Learn more about our branding services here.
ABOUT THE AUTHOR
Taryn Schroder
I partner with service-based business owners to design brand identities and websites that feel aligned and elevated. This helps them show up confidently and grow with intention.
