I’ve been thinking about this a lot lately because I’m launching a small online shop with a friend. At first we thought branding was just a logo and maybe some colors, but after talking to a few designers it seems like a full branding package includes way more than that. Things like typography, brand guidelines, social media templates, and even tone of voice. It got me wondering what is actually essential and what’s just “nice to have.” For those who have already built a brand for their business, what elements did you include in your branding package and which ones turned out to be the most useful in the long run?