A few months back, a close friend approached me with a request for assistance in creating a brand for his new dental clinic.
Curious, I asked him, “How can I be of help?”
After a brief pause, he inquired, “Can you design a logo for me?”
I responded with a question of my own, “Is that all you need?”
Again, he took a moment and replied, “Yeah, I think that’s all.”
So, the question arises: Can a logo alone effectively represent and establish a brand for a business?
Let’s delve into this matter.
A brief history of branding
If you are reading this to gain a better understanding of branding, then you’re on the right track.
Let’s begin by defining branding. The term “branding” originates from an ancient Norse language, where “brandr” means “to burn.” This refers to the practice of marking livestock with a hot iron to indicate ownership.
Over the centuries, this tradition evolved to include people marking their possessions and taking credit for their work.
Prehistoric cave paintings
There is also evidence suggesting that prehistoric people employed a form of branding by adding stenciled handprints alongside their cave paintings. Some of these cave paintings, dating back 44,000 years to the Paleolithic Age, can be found in caves throughout France, Spain, and Indonesia.
The meaning of branding has continuously evolved, and in today’s modern era, it extends beyond mere marking. Companies now strive to differentiate themselves from competitors, and branding encompasses not just what a company owns or what it can do, but also what customers think and feel about it.
What exactly is branding?
Many people today have a definition of branding that no longer aligns with the present reality. To address this, let me clarify what branding is not.
Branding is not merely a logo, a tagline, a product, a color, a design, or an identity.
None of these elements alone constitute branding.
Branding is the process of shaping the perception or emotion that customers experience after encountering the value your company offers. The outcome of this experience is the reputation that defines your brand.
Everyone associated with the company contributes to its brand. Owning and embodying your company’s values and principles will also influence the brand. Why is that?
Because people will inevitably form opinions and judgments about your business, whether you like it or not.
A brand is not created by a company; it is created by the customers.
The way a company nurtures these perceptions is what earns loyalty and trust.
“A brand is not what you say, it’s what they say.”
The importance of branding
Branding can benefit your business in numerous ways, regardless of the industry you operate in.
As long as you provide value, branding is essential.
Here are some reasons why branding is crucial.
Branding establishes a visual identity.
Being recognized as a distinct entity is vital in any business. It helps increase brand awareness in the market. This encompasses your logo, brand colors, typography, packaging, website, and other brand assets. Consider Nike, whose iconic “swoosh” logo can be identified from a distance. Now, imagine if they didn’t have that.
Do you think they would still enjoy the same level of recognition today?
Branding sets you apart from the competition.
In the digital age, businesses can reach larger demographics, but this also intensifies competition among similar industries.
Branding allows you to create contrast and exclusivity unique to your company.
This communicates to your customers why they should choose you over your competitors. A relevant comparison can be drawn from the automobile industry. Why would someone opt for Tesla over Ford, or vice versa?
Branding gives your company personality.
Branding imparts a persona to your company. The way you manage and present your character creates a consistent and lasting experience for customers.
It also influences how your company communicates with its customers. A strong brand personality must be evident across all touchpoints to attract the right audience while repelling those who aren’t a good fit. Let’s face it, we can’t work with everyone, and that’s a fact. Harley Davidson serves as a prime example; their brand promotes ruggedness, freedom, power, and courage. This personality appeals to a specific type of individuals—not the moms who watch Oprah.
Branding evokes emotion.
Successful businesses connect with their customers on an emotional level. If you can cater to your customers’ emotional state, you’ll earn their loyalty.
A common practice is employing visual storytelling to evoke positive emotions. Coca-Cola excels in this regard. We’ve all seen their ads, which revolve around bringing happiness and joy to people.
So, returning to my friend’s dental office question: “Do you think a logo is enough to brand your business?” Well, by now, you likely know the answer.
Did this article help you gain a better understanding of the value of branding? Feel free to leave a comment below.
Chester is an experienced brand strategist and creative designer. With a certification in Brand Identity Design and a Top Rated Freelancer status, he creates stunning designs that exceed expectations. Follow his expert advice to enhance your brand’s visual identity and make a lasting impression. Need branding? Click here
