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Level set: What is branding?

Branding is one of those fundamental elements in marketing that often gets oversimplified. Most people think it starts and ends with a logo, or maybe a tagline that sounds clever. But here’s the truth—branding runs much deeper. It’s about shaping perceptions, creating emotion, and telling a story that sticks with your audience.

Think about the brands you trust or feel connected to—there’s something more going on than just a name or an icon. David Aaker, a renowned voice in branding, defines it well: “A brand is a mental structure held in the minds of consumers, consisting of perceptions, images, and feelings.”

And that’s the key—a brand is how people feel about your business.

A logo is just the beginning.

Real branding creates loyalty and trust. When it’s done right, it elevates what you offer beyond being just another commodity on the shelf. People start paying more for the experience—because it feels worth more. Marty Neumeier, another branding expert, puts it perfectly: “A brand is not a logo. A brand is not an identity. It’s not a product. A brand is a person’s gut feeling about a product, service, or company.”

It’s that gut feeling we’re after.

Here’s where small businesses often get tripped up: thinking that branding is something reserved for the big players. Sure, the Apples and Nikes of the world invest millions into branding. But even a small startup can harness the power of a clear, compelling brand.

In fact, I’d argue that a strong brand is even more essential for survival when you’re a small fish in a big pond. Seth Godin sums it up well: “A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

So how do you build that brand?

It starts with knowing your audience inside and out. What do they care about? What do they value? Your brand needs to reflect that—and it has to be consistent across the board, from your messaging to your design, to how you interact with customers.

Authenticity is the name of the game here. Consumers are smarter than ever; they can sniff out inauthenticity a mile away. Branding expert Denise Lee Yohn says, “A brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception.”

But remember—branding isn’t a one-and-done event.

It’s a process. Constant attention and refinement are required to stay relevant. Consumer preferences change. Trends shift. Technology advances. Your brand needs to adapt while staying true to its core. This is especially important for outdoor brands. The market is crowded, and staying relevant means listening to your audience, staying ahead of trends, and being willing to adjust your strategy.

Brand managers—especially those in niche markets like outdoor or firearms—need to stay sharp.

Keep an eye on how your brand is performing. What’s the feedback from your customers? How is the market shifting? What story are you telling today, and how does it fit into the bigger picture of your brand’s evolution? As David Brier puts it, “A brand is a living, breathing thing. It requires care, nurturing, and attention to thrive.”

At its core, branding is about creating a meaningful identity for your product or service. It’s about building something that resonates, creating a bond between your business and your audience. When done well, it can generate trust, loyalty, and, ultimately, value—for both the company and its customers.

But it takes intention, insight, and constant refinement to keep that brand strong. Keep your purpose clear. Know your audience deeply. And never stop improving.

That’s what makes a brand thrive.

My name is Mike Vollman, and I am a fractional brand and marketing guy with deep roots in growing outdoor brands. I work with businesses just like yours to grow their brands.

Are you curious about how we might work together? So am I. Click the button below, shoot me an email, and let’s see how we can grow your brand together.

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