Why branding is often misunderstood in broking A lot of people hear the word branding and think of visuals first. They think of logos, colours, fonts, image choices, website style, and maybe the general feel of the business. Those things do matter, but for mortgage brokers, branding goes much deeper than design. Branding is really about clarity. It is about what people understand about your business when they encounter it. It is about what they remember. It is about how quick