The last two years have sparked innovation across the world, including the marketing industry. With the rise in e-commerce, the explosion of TikTok, the rise of virtual events, and the various other adaptations to life we’ve implemented, this year has definitely kept us on our toes. 

When you think of branding, you might think of a company’s logo, tagline, or spokesperson. These are all important aspects of a brand’s identity, but there is much more to it than just the basics. HubSpot writes that a brand “also refers to the overall experience a customer undergoes when interacting with a business — as a shopper, customer, social media follower, or mere passerby.”