What is a Brand, anyway?

Since I transitioned to working with brand strategy full time, one of the most common questions I get is: what is a brand?

So here’s an incredibly helpful breakdown of 3 brand terms you probably have seen before (and potentially wondered about).


“Brand” is everything you do and how you do it. It is the intangible ‘gut feeling’ someone else has about you or your organization. This is your why and how, your core.  

This is not a logo or design element.


“Branding” is everything you say and how you say it. This means delivering through experience, design, verbal and alignment in your organization.

This could be your logo.


“Brand idea” is a thought/idea captured in a simple but meaningful phrase that expresses the essence of a brand. It defines the brand and acts as the central driving concept that the brand architecture is constructed from.

This is not a tagline. 

Brand is Your Core.

Your Heart.

Your Essence.

Your Reason for Being.

At the heart of your business, having a brand is really about your core.

Branding is the icing on the cake. If your brand is the cake, you wouldn’t ice it before you bake it, would you? That’s exactly why your brand is so important.

igina social image - brand

If you are ready to get clarity on your brand foundation, why not let me help be your guide?

Who am I? 

I'm Gina Dunn, Brand Strategist and CEO of iGina - and my mission is to help entrepreneurs to define and build brands. Let's bring your brand to life!

Did you know that brand-led businesses outperform their competition by 83%? Get started by mapping out your very own brand strategy yourself with our Brand Canvas - get it here.