Why Do We Brand?
Branding is the foundation of trust and loyalty between your business and your audience. It’s essential for marketing nearly every product, service, charity, or organisation.
But isn’t a brand defined by the company logo?
Historically, marking ownership has been around for centuries. From pottery to tombs to jewellery, humans have long used identifying marks. In fact, the word brand comes from the ancient Norse word “brandr”, meaning “to burn” — a reference to the practice of branding cattle, which is still used in some places today.
So yes, logos are part of a brand, but a brand is much more than a symbol. While your logo is an important identifier, your brand encompasses who you are, how you operate, and the way your audience experiences your business.
What Is a Brand then?
A brand is a collection of elements that define your business and shape how consumers perceive and connect with you. It’s a unified system of signals that, together, create a powerful identity. Even individually, these elements hint at your company’s values — acting as subtle, subliminal cues for your audience.
Key elements of a brand include:
- Tone of voice: How your business communicates — for example, the humorous storytelling in recent campaigns by Confused.com.
- Sound: Jingles or tunes, like Phil Collins' 'In the Air Tonight' used by Cadbury's in their iconic chocolate 'gorilla' advert campaign.
- Values and beliefs: The principles that guide your business.
- Straplines or slogans: Like Nike’s famous “Just Do It.”
- Colour palette: Think of B&Q’s unmistakable orange across advertising, stores, and uniforms.
- Logo: A powerful symbol of recognition and quality — Apple’s logo speaks for itself.
- Imagery and photography style: Chanel uses celebrity endorsements for perfume campaigns; Red Bull relies on energetic illustrations and visuals, instantly recognisable and memorable.
- Typography: Your chosen fonts for headings and body text.
- Digital presence: Websites, emails, social media, videos, and other online touchpoints.
All of these elements work together to influence consumer choice subtly, creating a brand enriched with distinctive values and character.
The Role of a Brand
Think of your brand as a contract with your audience — a promise to deliver quality and consistency. The success of your brand is measured by consumer appreciation and the ability to sustain it. Your reputation depends entirely on consistently fulfilling this promise.
Consistency is Key
To maintain a strong, cohesive brand, businesses rely on Brand Guidelines (or a Brand Style Guide). This document outlines exactly how the brand should be used, providing a reference for internal teams. A condensed version, often called a Brand Book, can be shared with external partners and suppliers. By following these guidelines, your brand remains consistent across every touchpoint, ensuring your audience always experiences the same values, tone, and quality.