In this episode, branding strategy expert and the founder of Design Pickle, Russ Perry, and I discuss how building your business’ brand doesn’t have to be a difficult process or expensive.  Branding is important for all businesses, but there are many myths associated with it, one being that branding and marketing are the same thing.  They are not.  Branding is a visual representation of your business, but more importantly, it is who your business is in the eyes of your customers.  A good brand is recognizable and connects your product to an emotional experience.  It is the identity that expresses your value and worth.  In the branding process, you learn to think like your customers and understand their emotional triggers, and to speak to them in a way that demonstrates that you understand their needs.