What is Branding, and Why is it More Than Just a Logo?
It’s pretty common to assume that all you need for your branding is a logo. Well, I’m here to tell you that while a logo is an essential part of a brand, it’s just one piece of a much bigger puzzle.
I recently had to explain this to a business in a discovery call. They were looking to have their website done up in their new branding and so when I asked for their brand guide they proceed to tell me that they just had a logo. No brand colours, font family… nothing. So this inspired me to write this article.
In a nutshell, branding is the personality of your business—how it looks, feels, and communicates with your audience. It’s the perception your audience holds about your business, built over time through every interaction they have with you. Not only will a brand identity set you apart from your competitors, it will help to build trust with your target audience, it can create hype, build communities and even generate other forms of revenue streams for your business. But I’ll save that for another post…
For now here are the basics of building a brand .
Why Branding Is More Than Just a Logo
A Logo Is the Face of your brand, Brand Identity is the Whole Person. Think of your logo as a handshake—it’s often the first thing people see, but it doesn’t tell them your story. Branding is about what people remember after that handshake: your values, your tone, and the feelings you evoke.
Branding Builds Relationships: A strong brand creates trust and connection. It helps your audience feel emotionally aligned with your business, leading to loyalty and advocacy.
Consistency Creates Recognition: A logo alone won’t stick in people’s minds unless it’s supported by consistent messaging, visuals, and tone across all platforms.
Branding Communicates Value: Branding tells your audience what makes you unique and why they should choose you over competitors. It’s about making a promise—and delivering on it.
It Shapes Perception: Your brand influences how customers perceive your business. Are you seen as trustworthy, innovative, approachable, or luxurious? Branding helps define this perception.
So how do you go about building a brand identity I hear you ask… It can take time and evolution to build brands that become household names. But for independents and small businesses looking to start connecting with their tribes, I have broken it down into 10 components.
10 Key Components of a Brand Identity
Creating a cohesive and memorable brand identity means going beyond the logo and focusing on these 10 essential elements:
1. Mission and Values
Your mission is your “why”—the purpose behind your business. Your values guide your decisions and reflect what you stand for. Together, they give your brand meaning and align with your audience’s beliefs.
2. Brand Personality
Is your brand playful or professional? Bold or understated? Your personality should resonate with your target audience and align with your industry. It’s what makes your brand human and relatable.
3. Target Audience
Branding is most effective when you know who you’re speaking to. Understanding your audience’s needs, preferences, and pain points ensures your brand connects with the right people.
4. Tone of Voice
Your tone of voice is how your brand “speaks,” whether it’s casual, formal, or somewhere in between. A consistent tone across all communication channels builds trust and familiarity.
5. Logos
While not the entirety of your brand, your logo is a crucial symbol that represents your business. A great logo should be simple, memorable, and reflective of your identity.
6. Colour Palette
Colours evoke emotions and play a key role in how your brand is perceived. A cohesive palette creates visual consistency across your website, packaging, and marketing materials.
7. Typography
Fonts carry meaning—sleek sans-serifs might signal modernity, while ornate serifs convey tradition. Choosing complementary fonts ensures readability and reinforces your brand’s personality.
8. Imagery and Graphics
Photos, icons, and illustrations visually communicate your brand’s story. Consistent styling of imagery (e.g., bright and bold vs. soft and muted) keeps your brand recognisable.
9. Brand Story
Your brand story ties everything together, giving context to your mission, personality, and values. A compelling story builds emotional connections with your audience.
10. Customer Experience
Every interaction a customer has with your business contributes to your brand identity—from your website to your customer service. Positive, on-brand experiences reinforce trust and loyalty.
Why It Matters
A logo may draw someone in, but it’s your brand identity that keeps them coming back. Branding is about creating an emotional connection and shaping how people perceive and engage with your business. A cohesive, well-thought-out brand identity ensures your audience recognises and remembers you, feels aligned with your values, and is more likely to trust and buy from you.
Branding is the heartbeat of your business—it’s your story, your personality, your connection, and your promise to your customers. So, while a logo might be where your branding starts, it’s only the beginning of a much bigger journey.
Feeling pumped now to build your brand identity?
If you’re ready to create a brand that truly stands out, let’s work together to design something bold, memorable, and unapologetically you. Get in touch to start your journey toward a brand with a big personality!