It’s a term used in evolutionary biology which means “the physical expression of the genome.”
If you have a gene/genotype for red hair, the physical, actual red hair would be the phenotype. If you have a gene for a big nose, your actually, big nose would be the phenotype – the gene’s real-life counterpart. In the book The Extended Phenotype, Richard Dawkins made the case that even objects created instinctually by living creatures (such as beaver dams or spider webs) should be included in the term.
In case you haven’t already made the connection, we’re using it because we think that things like websites, business cards, logos and the like are all connected to the “genes” of your business. They are the expression of your identity… the phenotype to your genotype.