Can we have deeper conversations about branding?

We’ve surpassed the age-old belief that a brand is simply a logo slapped onto products or services. We’ve evolved beyond the basic understanding that branding is confined to colours, fonts and a website that enables you to book or buy something. We also acknowledge that brand loyalty and integrity is driven by experience and building connections, not a high follower count.

So why don’t we talk about it?

Superficial discussions about pretty things have had their day, let’s delve into the substantial realm of how a brand is created, established, and most importantly, evolves. Beyond the surface aesthetics, branding is the heartbeat of a business, resonating across every facet. It’s time to shift the conversation from the mundane to the profound.

Beyond the logo: Evolving perceptions

While a logo is a vital visual identifier, it’s a mere fraction of what constitutes a brand. Let’s move past the elementary discussions about its design and colour. Instead, let’s explore how a brand is experienced, the emotions it elicits, and the lasting impressions it generates. The narrative of a brand extends beyond the graphics, encompassing the stories it tells, the connections it forges, even how your staff deliver and communicate it and the values it alludes.

Shifting focus: From fluff to evolution

Branding is not a static entity, once established it is not a set-and-forget element of your business. It’s a dynamic force that evolves with the business, responding to shifts in the market, consumer behaviour, and industry trends [something I spy many start-ups flailing to grasp once they're underway]. Rather than fixating on the “what’s in front of your face” aspects, let’s engage in conversations about how a brand adapts, grows, and maintains relevance over time, even the impact a brand can make.

Brand oversight: Nobody puts baby in the corner

In the hustle of business operations, branding is often relegated to the background, overshadowed by more conventional checklists. Branding is an ongoing process that influences customer perceptions, loyalty, and overall success. By overlooking the strategic role of branding, businesses risk losing a crucial element that could set them apart in a competitive landscape.

It’s time to step away from the weather-style chat about branding and recognise that deeper conversations are needed about what constitutes "effective" branding — at all stages of the brand journey — that will fuel a thriving and ever-evolving business landscapes.

Heck, let’s have deeper and more transparent conversations about all the aspects of business. That’s certainly sounds like a more enticing business and community landscape, and one I certainly would prefer to operate within.