Branding is not what you think it is. It’s that word you always hear and read when you come across marketing and advertising agencies. The problem is that basically everyone has some ideas without realizing that they might not be quite right. Let me tell you what branding is not. Branding is not about making a beautiful logo. A logo is a representation of the brand and functions as a symbol, yet it is only part of the brand. It is not the house style either, because that is only a visual representation of the brand values. Some may think the mission is the brand. Nor is this the case. To keep it short and simple, branding is the perception of your brand in the mind of your desired target audience. Branding can best be compared to the first impression you have of someone. You see how they are dressed, how they speak and how they behave. The same can be applied almost as well to your company. Your target audience will first look at you and then at the way your company manifests itself. So be aware of what you say about yourself and what exactly your target group will adopt from it. We call the latter the corporate reputation.