Most people think branding is the logo. Katie Dooley thinks that is putting you ten thousand steps ahead of where you should be. Katie is the founder of Paper Lime Creative in Edmonton, Canada, and she has been doing brand strategy and print design for almost a decade. In this week’s episode, she said something I want every business owner to read twice: your brand is every impression your business makes on every person. Not just the logo. The dress code. The pricing. The voice in your emails. The thickness of your business card. All of it.