If marketing is a funnel, branding is the bubble surrounding it. Branding is everything.

Every decision, piece of copy, and creative effort should be viewed through the lens of a company’s brand. Each element, no matter how big or small, defines your brand. It’s the emotions and thoughts provoked when people see your products. It’s your gut feeling, how your audience creates meaning, and that connection that keeps them coming back.

For instance, Nike’s logo—a simple check mark—is recognized worldwide. But without years of countless touchpoints, it’s just a check mark. Nike has turned it into something much more through its branding.

You can’t talk about branding without mentioning the greats: Nike, Apple, Microsoft, Patagonia. These brands have stood the test of time. They can’t be everything to everyone. They know their audience and aren’t afraid to take risks to clarify those lines.

Branding is how a company moves and the soul of a business. It’s hard to master but pays dividends if you do. It’s playing the long game. It differentiates you and clarifies your value proposition. It creates guardrails that set expectations for your customers and stakeholders.

Branding can make or break your business. One of the best aspects of branding, in my opinion, is that it helps you make clear decisions. If your brand is well-defined, you can funnel everything through that filter.