What is a brand?

Brand is a term that’s easy to throw around, but it doesn't have a "standard" definition.

This isn't a bad thing, necessarily. It lets your team create the definition that works best for you. But, for the case of clarity, it makes sense to align on what we're talking about.

As a collective, we like this simple way of looking at it:

From the outside branding might just seem like some pretty pictures and cool and techy language.

It's true that some brands are that way — but those brands aren’t good investments. These are the brands that feel outdated in a few years, simply because nobody cares enough to evolve it internally.

Instead, great brands are holistic strategies. The look and feel is part of that strategy, but it goes so much deeper. They're built of several different aspects, which we call the BrandStack:

Remember, we're defining your brand as your reputation. Reputations aren't built on someone's clothing choices alone. If you want your brand to really feel "authentic" you have to back up your visual style with actions that match the attitude you want to convey.