Every business needs a brand. But we’re not just talking about a logo or an icon. There’s so much more to a brand than that. Let’s talk more about what a brand is (and isn’t).

We know the word gets thrown around a lot. More often than not, there’s a lot of confusion or misconception on what this word actually means.

If you only take one thing away from this article, let it be this – your brand is one of your most valuable assets.


At its core, your brand is the sum of the experiences, emotions, and perceptions that consumers associate with your product, service, or organisation. Your brand has the power to capture the minds and hearts of customers, shaping their preferences and influencing their purchasing. So, more than a pretty face, a brand is about the feeling that it evokes.

Picture this: You walk into a café, the smell of freshly brewed coffee in the air. You might notice the logo on the door, but what really grabs your attention? Is it the comfortable atmosphere, the welcoming smiles of the staff, the gorgeous décor, or the feeling of being right at home? That is the power of branding in action.

These experiences that are created through a brand are so important, both in-person and online. Let’s take a look at the elements of a brand that help to create these experiences.

Defining the Brand

First of all is how you define your brand. We always ask our clients the big questions about their business so we can have a deeper understanding of what makes them unique and why they do what they do. From here, they can craft the key elements that define their brand – their mission, vision, values, and unique value proposition. This intangible essence is the personality of your business – the way it speaks, behaves, and resonates with the audience.

Identity Beyond Logos

Another key element is your visual identity. A well-crafted logo, a carefully curated colour palette, and visually captivating imagery are all essential components that reinforce the brand’s identity, differentiate it from competitors, and encourage brand awareness. From colour palettes and illustrations, these elements are essential to infusing your brand with vibrancy, depth, and resonance.

While we do say that a brand is more than aesthetics, colours and visual elements still play a crucial role in capturing the brand’s essence. They act as a visual signature, communicating with the audience on a subconscious level. Think Coca-Cola, Tiffany & Co, Hungry Jack’s, or Bunnings Warehouse.

Think of a restaurant that sells burgers and fries with a totally brandless storefront.

 

Brand Identity

Brand Identity

These examples illustrate how various elements work together to form a cohesive brand identity. Without McDonald’s bold red and yellow colours and iconic golden arches, the brand loses its essence and fails to garner recognition.

Emotional Resonance

One of the most compelling aspects of a brand is its ability to evoke emotions. Whether it’s a sense of nostalgia, excitement, or trust, successful brands tap into the emotional psyche of their audience to create lasting impressions. Take Apple, for instance — its brand elicits feelings of innovation, creativity, and aspiration, fostering a fiercely loyal community of consumers.

How do you create emotional resonance? We believe the most powerful way to achieve this is through strategies like archetypes and storytelling. Archetypes are inspired by timeless characters with values or concepts that every human is familiar with. They give brands more personality and human-like characteristics that an audience would resonate with. Identifying which archetype your brand embodies provides you with a solid foundation for brand storytelling.

Brands with powerful identities are often recognised by the emotions that are tied to them from previous experiences. This recognition is what makes some brands more successful than others. Thinking back to our McDonald’s example, if you were craving a burger and fries and you had two options, would you choose the place where you know what to expect, how much you’ll pay, and how long you’ll have to wait, or the place next door you’ve never heard of that doesn’t display prices or have any customers?

Brand Identity

So why would a customer choose McDonald’s over a nearby unknown restaurant that sells the same type of food? You probably already know the answer, but here are several reasons why this might happen:

  • McDonald’s is familiar and trustworthy. The constancy in taste and product quality across different outlets reassures the customer of a satisfying experience because they know what to expect.
  • McDonald’s extensive marketing efforts and universal presence create top-of-mind awareness, making it the default choice for many consumers.
  • Efficient service and accessible locations offer a quicker and more convenient option compared to alternatives.

In this example, we can see that a brand is a promise of quality, reliability, and consistency. When consumers choose a particular brand, they are placing their trust in its ability to deliver on that promise. This trust is earned through transparency, authenticity, and integrity in every aspect of the business.

Remember, a brand is not static; it’s dynamic and ever evolving. Successful brands adapt to changing market trends, consumer preferences, and societal values. They continuously seek to innovate and stay relevant in an increasingly competitive landscape. A brand that remains stagnant risks becoming obsolete and disconnected from its target audience.

Imagine a brand people felt compelled to talk about. How do you think this would help your business?


If you’d like to talk more about brand and what you can do to elevate your business through brand, get in touch with us.