What is Branding?

What is branding? Today I'm going to set the record straight so you can wrap your head around what the term means and why they are a very important tool to help you grow your business!

You’re a conscious business owner, minority or women-led, and I’m sure as an entrepreneur you have plenty of people like me telling you that you *need* to develop your brand. So you’ve thought about it, I’m sure, but it’s probably never really been a priority to you because why would it? You’re not even sure what it is! ....No one has even really explained the terms that are apparently so important to your business. 

Today I'm going to set the record straight so you can wrap your head around what the term means and why they are a very important tool to help you grow your business!

I get asked the question so frequently, whether it be from clients, prospective clients or myself (sometimes). Brands are constantly changing, being repositioned and redesigned that sometimes it's easy to get caught up in the design trends and lose focus of what the foundations of branding are. 

So here it is, my succinct explanation of what a Brand and branding ACTUALLY are (p.s. it’s not just your logo). Let's start with the basics, the textbook definitions. I have defined them the most simple way I know-how. 

BRAND - A brand is something that helps consumers identify a company, product, service or individual.

BRANDING - Branding is the process of giving meaning to a specific company, product, service or individual by creating and shaping a brand in consumers’ minds.

**AN EXAMPLE** - You or your company, product, service is the Brand. All the things you do to make your brand come to life is Branding.  

Now we've got the very basics out the way I can introduce you to the elements that make up a brand. 


A brand can be broken down pretty cleanly into 5 sections. Each of these sections can be broken down further and in great detail (but I'll write separate posts about those, don't worry). Although there is one large standard framework for what makes a brand, like many designers, I have my own little spin on it. My sections are:

I. Brand Purpose

What you do and WHY. The WHY….Why exactly do you do what you do? 

II. Brand Positioning

How your brand is different from your competitors and where, or how, it sits in the customers’ minds.

III. Brand Values:

What your Brand stands for. Core values that run throughout your brand. 

IV. Brand Story

It’s the story you tell, the voice you use. It’s who you are and how you run your business. 

V. Brand Identity

The aesthetics - the brand visuals. Logos, colours, typography, imagery, Marketing collateral, etc.

I'm going to stop here for today, seeing as I have probably thrown many words and concepts at you that you are not 100% familiar with. This is the first in a series of blog posts and resources I’ll be sharing in the next couple of months explaining exactly what it is that I do, why it’s important, and how it can help your business.

For all those starting or restarting their branding journeys, I offer a free branding basics checklist to you develop your brand. That can be downloaded below. 

Stick around, guys - I’m really excited about this. And as always, always choose love. 

Ruth x

Download your FREE Branding Checklist

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YOU are capable of changing the WORLD 

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Brand Strategy + Questionnaire / Visual Direction / Mood Boards / Primary Logo-Secondary Logo /3-6 Brand Marks / Custom Typography Pairings / Custom Colour Palette/ Bespoke Image Suite + Direction / Web Optimised Files (RGB)/ Print ready File (CMYK) / Up To 3 Refinement Rounds / Brand Guide


Website Strategy + Questionnaire / UI/UX Design / Custom Website (Webflow, Squarespace, Shopify or Wordpress) / Website Image Preparation & Optimisation / Code Customisation (Buttons, Fonts, Colours) / Desktop + Mobile Responsiveness / Basic SEO-Additional App Integration (Social Media & Newsletter) / Launch Support / Training Videos


Creative Direction / Digital Resources / Social Media Collateral / Website Management / Stationery Design / Packaging Design-Product Design / Consulting


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How much does a typical project cost?

Every project is different, so we always like to chat with potential clients before giving them an official quote for the project. We always ask what your budget is and we tailor our packages to what you can afford.

Typically our Clients invest between £2000-£4000 on Branding or Web projects. If you are interested in starting a project with us fill out our client application form here.

Do you offer payment plans?

Absolutely! We understand working with a designer is a big investment, especially for a business in the early days.

We collect a non-refundable deposit payment at the time of booking to secure your spot on our calendar. The remaining balance may be split into a custom payment plan. We are flexible and always happy to discuss options that work best with your budget.

How involved am I in the process?

So much, the design process is a collaboration! Having you work with us is essential to the success of your brand. We'll be in touch weekly and ask for regular feedback to ensure you are always happy with the end result.

How long does a project take?

The branding process takes between 4-6 weeks. The website process can take between 10-12 weeks. The project completion date is dependent on the scale and complexity of your project, however, 95% of brands are completed within this timeframe.

Our availability varies throughout the year, but we typically book projects 1-2 months in advance.

How soon can we start?

Our availability varies throughout the year, but we typically book 4-6 weeks in advance. This is to ensure you will have plenty of time to complete the questionnaires and prepare any necessary content for your project; so we recommend planning ahead as much as possible.

Be sure to enquire via the contact form to learn more about our current availability! Once you enquire, we will provide you with an approximate start date.

Do you work with clients internationally?

Willkommen, Bienvenue, Welcome (my way of saying yes). We love connecting with brands of any size who share a similar philosophy. One of the things we love most about our business is that we can help clients all over the world.

We have regular clients from the UK, Australia, America and are always looking for another one to add to the list!

Will you show me how to use my website?

We want your website to feel like your own so you’re empowered to make updates whenever you need! With custom video tutorials for every little detail on your site, you will walk away feeling confident not only in your launch but in the long-term upkeep of your website.

We can't wait to hear from you.

Please fill out the form below,
What service are you interested in? *
Estimated budget? *
Ideal Completion Date *
Keep in mind, we are typically booked out at least 1 month in advance
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GLDN Studio

intentional design for 
brands +
change makers
// rooted in
minimal style +
ethical approach
we believe in
Positive change
Conscious living
Intentional creation
Big Dreams
Deliberate simplicity
Defying exceptions
Loving ALL
Thoughtful collaboration
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Genuine connection
Deep laughter
Grounded Beauty
Using our voice
Positive change
website made in-house | © GLDN Studio 2022 
(based in London
working Worldwide)


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