EDITORIAL: Branding—It's Broader than You May Think

Branding is comprised of two overarching components—messaging and visuals (photos, graphics, colors, etc.). These work together to communicate your company’s relevance to the marketplace, how you differ from the competition, and what you stand for. Perceptions of your brand build off of every touchpoint individuals have with your company: face-to-face meetings, phone conversations, corporate identity and logo, imagery and graphics, company website, marketing materials, office environment, and more. Unwavering consistency across all points of contact is key to the success of your brand.