This Is Not A Brand - The Essential Guide To How Branding Works

I've often found myself explaining the subject of branding and the importance of knowing the difference between a brand and a logo/identity. It’s surprising how often it comes up.

So I created a quick walkthrough to outline the main components and help you get to grips with how and why a brand works. It has has been viewed literally by millions of industry professionals from many different backgrounds to rave reviews.

For the price of a pint or a triple-shot caramel crunch foam-swirled pumpkin spice mocha floppacino, you can now own 2024’s most viewed LinkedIn post and get free exclusive updates. For life! Forever! For free! For life! For free!

Some Reviews:

"Very helpful and easily laid out. It reminds of the Mindvalley course Jeffrey Pearlman had on brand essence which you’ve done an amazing job articulating. Congratulations."

- Alessandro Sciaraffa



“This is so rad for many reasons.”

- EVELIO MATTOS



Well done Kevin Russell. Nailed it!!!

- Carl P

“An amazing post that truly left a lasting impression.”

- Akshay Sahatooah

“Kevin Russell, your work and perspective are outstanding. I haven't come across a post like yours in a long time.”

- Akshay Sahatooah

“Well said and beautifully illustrated 🙌”

- Alexandra Irja Howard, MBA

“This representation is remarkable and breath-taking explanation! How the brand makes people feel and the ways it uses to connect with them makes them standout form the rest.”

- Inking Studio

“Flippin love this!”

- Clair Roberts

“This is truly amazing, more people need to think about brand building like this.”

- Ishpinder Kaur Mankoo



“Simply... beautiful... or beautifully simple? This clever guide to what makes a brand.”

- Tracey Regis

“So much to like about this post 👏 Succinct - a micro-masterclass!”

- Trevor Young

“This is truly amazing, more people need to think about brand building like this.”

- Ishpinder Kaur Mankoo

“An absolutely and immaculately presented post that completely makes me FEEL - not just comprehend - every detail that you have shown through the imagery. ✨️❤️ As I was reading I could feel how some brands have made me feel both positively and negatively.... 🙏🏻✨️”

- Kripa S.

“Well done!!! No really......well done!!!”

- Colleen Madsen

“Love the deep dive and breakdown. Very nicely done!”


- Tabitha Seipel



“Very well articulated!”



- Nida Chauhan

“beautifully illustrated! Well done.”


- Saja Ahmad Mashal

“Best explanation of what really a brand is!!”



- Mandar N Kulkarni

“Beautiful artwork, in addition to being well stated!”

- Cozy Book Shoppe



“Awesome message. Nicely done.”

- Leland Nichols


“You’ve perfectly captured how a brand’s essence is woven through every interaction and experience. “

- How To Leverage Personal Brand