Your brand is more than just a logo

Ask ten people what they think brand means and you’ll get a variety of answers. Some may mention a logo, a name or a tagline. Some may even begin to describe colours or reference an advert. Whilst those are all certainly expressions of a brand, they’re only the tip of a gigantic iceberg. A tightly-defined and coherent brand is the commercial engine of an organisation, powering decision‑making, shaping culture, attracting customers and inspiring loyalty over the long-term. 

In simple terms, it’s past reputation  plus  present experience  plus  future expectation. As Jeff Bezos put it, “your brand is what people say about you when you’re not in the room”. They may whisper it or they may shout it from the rooftops, but the need to get it right is essential because without a well-defined, authentic brand you could be left competing on price alone or, worse, completely forgotten about.  

The whole is greater than the sum of its parts

A strategically managed brand compounds in value over time. It creates the space for businesses to command premium pricing as trust develops, allowing for higher margins. As trust and recognition grows, the brand occupies a much larger part of the audiences sub-conscious, helping it to reduce its acquisition costs as it cuts through the tsunami of adverts and messaging we receive every day. This increase in trust helps the organisation become more resilient. The audiences emotional connection strengthens and therefore they are far more likely to stick around during downturns or forgive the occasional misstep.

A brand is essentially built from the inside out through organisational alignment. It requires colleagues to embrace the organisation’s purpose which helps accelerate decision-making and empowers them to create a clearer differentiation between you and the competition.  

Consider these examples:

Patagonia  ignored the usual IPO route and, in 2022, transferred ownership to a  purpose trust so profits could fund environmental causes—embedding its mission in the company’s DNA and deepening customer loyalty.

LEGO  nearly collapsed in the early 2000s, but a refocus on its core “system of play” and disciplined innovation reignited growth, with sales soaring 900% over the next decade.

Gymshark started in a garage and grew into a £1.3 billion brand by building an emotionally resonant identity around ambition, community, and fitness culture. By focusing on direct-to-consumer relationships and partnering with real influencers—not celebrities—the brand fostered deep audience loyalty, proving that authenticity and clarity of purpose can punch well above a marketing budget.

The building blocks of brand

An effective brand is built on eight essentials; Vision, Mission, Purpose, Values, Positioning, Proposition, Audience & Personality.  When each is sharply defined and mutually aligned, they create a lighthouse for every strategic choice you make. Which is why you should ask yourself, if we hired someone tomorrow and they asked, “Why do you exist and who do you serve best?”, could everyone in the company answer the same way in one sentence?

What does brand strategy do?

Brand strategy is the central, unifying idea that guides every action and communication. It gives long‑term direction and consistency while still letting you evolve. It forges emotional bonds that push you beyond functional benefits, and it equips everyone—from CEO to intern—to speak about the brand in clear, human language. Above all, strategy turns lofty vision into daily action across product, experience, sales and marketing, hiring and partnerships. 

A brand is a marathon, not a makeover

A shiny logo refresh feels exciting but it’s superficial without a strategic spine. True brand work is ongoing: clarifying why you exist, ensuring every encounter keeps that promise, and nurturing relationships that compound in value.

Treat your brand as the commercial engine it is—guard it, invest in it, and watch it pay dividends long after the paint on your latest colour palette has dried.

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Ready to turn brand into growth?

If you’re wondering how to translate these principles into the commercial engine of your organisation, let’s start a conversation. Your brand is already speaking for you; make sure it’s saying the right things to the right people, every time.