It is a common misconception that style and content best practices, like branding, are only about using the logo correctly. As long as we don’t make it purple and add racing tires we’re fine right?

Branding is more of an overall catchword for all of the ways that we use style and content to present ourselves to the different audiences we serve. It is not simply our logo, but it is how we look, how we write, and even if our webpages are consistent from one to the next. 

The Colorado State University Brand website puts it best: “Our brand is not our logo, advertising campaign, identity system, or set of talking points. Our brand is the stories, experiences, and attributes that define Colorado State University.”