brand

Why branding is so much more than a logo

Orlagh McC

When you think of a brand, most people’s minds immediately go to the swoosh tick of Nike, the curved McDonald’s M, or the mermaid of Starbucks. We’re visual by nature, so this is how we remember brands - but what if we took these visual elements away? These iconic brands still have a personality and feeling we associate with them - but this is often where other businesses can fall short.

A successful brand recognises the importance of identity beyond aesthetics - yes, they have memorable designs and marketing, but they also don’t underestimate the power of emotion and storytelling when reaching their audience.

Let’s dive into the elements that make up a truly comprehensive brand identity and explore why they are just as important—if not more so—than your logo.

Your Touchpoints: Creating Consistent Experiences

Every point of interaction someone has with your brand is a touchpoint—whether it’s visiting your website, reading an email, or interacting with customer support. Each one is an opportunity to reinforce your brand identity. Is your messaging consistent? Do these touchpoints reflect the personality and values of your company?

A logo might grab attention, but it’s the experience your customer has across multiple touchpoints that builds trust and keeps them coming back. Whether it’s the ease of navigating your website or how quickly someone responds to an inquiry, every interaction should reinforce the same message about who you are.

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How You Communicate: Tone of Voice

Words matter. The way your brand "speaks" to its audience is just as important as how it looks. Do you sound friendly and approachable, or more formal and authoritative? The tone of voice you use can build trust and foster loyalty. It helps differentiate you in a crowded market.

People remember feelings long after they’ve forgotten logos or slogans. It’s crucial to think about what emotions you want to evoke and ensure that your brand experience consistently creates that feeling. At Aligned Agency, we take time to discover how your business should communicate and tell your story, by looking at your target audience and what their needs are. Every piece of communication, from social media posts to client proposals, should reflect this approach.

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Your Marketing Strategy: Bringing Your Brand to Life

Branding isn't just about aesthetics or copywriting; it’s also how you present your business to the world. Your marketing strategy should be an extension of your brand’s core values and personality. Whether it’s through social media, email marketing, or advertising campaigns, your strategy should be designed to tell your story in a way that resonates with your audience.

Building a strong strategy from the get go ensures that every campaign you release and content you post aligns with your ‘big picture’ or vision. This is often where companies go wrong, as without this strategy in place, marketing can fall flat or on deaf ears. Consistency reinforces your brand message and strengthens your audience’s connection with your business.

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Your Internal Culture: Reflecting Your Brand From the Inside Out

How you communicate with your audience is a vital aspect of your brand, but something even more vital is how you establish the internal environment for your workforce. As previously mentioned, strategy should be clear across all teams to avoid miscommunication and differing ideas about who your company is.

How your employees speak to customers, how they collaborate with one another, and how they represent the company all play into the overall brand experience. At Aligned Agency, we understand that when your internal culture aligns with your brand, it creates authenticity, which in turn builds trust with your audience.

Brand strategy in action: The Magic of Disneyland

Disney is known for creating magical experiences, far beyond the famous mouse ears logo. Their brand identity revolves around storytelling, imagination, and creating joy. Disney brings this to life through every touchpoint, from their films and theme parks to customer service and brand partnerships.

Every piece of content they create reinforces the idea of wonder and fantasy, which makes their brand unforgettable across generations. Their ability to craft emotional stories is central to their branding, rather than just relying on the visuals of Mickey Mouse.

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Building Connection

Ultimately, branding is about creating a connection with your audience that goes beyond a logo. It’s about building a relationship that’s based on consistent experiences, clear communication, emotional resonance, and shared values.

While a logo is an essential part of your brand, it’s just the tip of the iceberg. True branding runs deeper—it’s the feeling your audience gets when they think of you, the story you tell, and the values you stand by. When all of these elements work together in harmony, that’s when your brand becomes unforgettable.

If you're ready to go beyond the visual and build a brand that truly resonates, get in touch with us or book a discovery call.