Raw Design Studio

Branding 101


We hear the word “brand” thrown around a lot, but what does it actually mean?

Most people assume your brand = your logo. Your logo is an important part of how your brand is visually communicated, but it’s only a small part of a larger picture.


Imagine your brand is a person:

The way they dress: Visual Communication
Their accessories: Logo
What they believe: Brand Values
Their character: Brand Personality
Their background: Brand Story
How they behave: Brand Experience
How they speak: Brand Voice

Beyond the mission and vision of your business, we find your brand purpose. That is, what do you want to contribute to the world?

Your brand should inspire certain behaviors – for example, the Walt Disney brand inspires children and adults alike to feel joy and sparks their imagination. This means that Walt Disney has a strong brand culture, meaning that it motivates both the people in its organization and its audience to act a certain way.