The power of branding: more than just a logo

In today’s competitive world, branding is often misunderstood or oversimplified. Many people think a brand is just a logo, but it is so much more than that. In this discussion between Rob Harrison and David Wilson, we delve into the true essence of branding, its importance for businesses, and how it influences both internal and external aspects of an organisation.

Why is branding so important?

Rob begins by acknowledging that people can sometimes be cynical about branding. However, for small businesses especially, branding plays a critical role. A brand is how businesses make their mark on the world, showcase their values, and distinguish themselves from competitors. It helps businesses consistently deliver excellence and communicate their identity in a unique, valuable way.

Without a clear brand, companies may struggle to maintain consistency or to stand out. As Rob explains, branding is more than just visual elements—it represents how a business operates and interacts with the world. It’s about instilling trust and recognition in consumers, something that goes beyond just the aesthetics.

Beyond the logo: the deeper meaning of a brand

One of the most common misconceptions about branding is that it’s just a logo. David brings this point to the forefront, emphasising how many people think of a brand as merely their visual identity. While the logo is indeed an important element, the brand is a much broader concept. Rob explains that even if a logo is prominently displayed, it becomes synonymous with the service or experience associated with it. For example, a cafe with poor service could have a recognisable logo, but the brand would ultimately represent a negative experience.

Apple is cited as a prime example. The Apple logo symbolises more than just the company’s name—it represents quality, innovation, and exceptional packaging. The Apple brand is built on more than just visual cues; it reflects the entire experience that comes with purchasing and using their products.

Consistency and clarity in branding

David reflects on his studies in graphic design, noting that one of the key elements of successful branding is consistency. A brand should clearly communicate its point of difference and values, and this needs to be done consistently across all platforms. A brand not only helps a company navigate difficult times but also allows it to maintain alignment internally. Employees who understand and live the brand’s values are better equipped to deliver on the company’s promises.

Rob emphasises that a brand isn’t just for customers—it’s also crucial for internal communication. Employees within an organisation need to resonate with the brand’s values and approach. If a company’s internal processes are aligned with its brand, it becomes a more effective organisation, able to consistently deliver on its promises.

Adapting and changing a brand

When companies grow or face challenges, branding becomes even more important. David explains that a brand helps businesses articulate how they do things and how they handle change. Whether a company is undergoing a transformation or rebranding, the brand can serve as a guide for both employees and customers during times of transition.

One of the most important considerations when rebranding is whether the change symbolises something meaningful. Rob highlights that there’s no point in altering the external appearance of a business unless something within the company has genuinely changed. A rebrand should reflect an evolution or improvement, rather than simply being change for the sake of it.

Successful rebranding: the case of Midland Bank to HSBC

A successful example of rebranding is the transition from Midland Bank to HSBC. David recalls how HSBC introduced their new brand elements slowly, first keeping the Midland Bank name while integrating the new HSBC logo. Over time, they phased out the Midland Bank name entirely, and customers seamlessly accepted the change. This careful, well-considered approach allowed HSBC to maintain trust and recognition while evolving its brand identity.

In contrast, the rebrand of the Post Office to Consignia failed miserably. Rob explains that Consignia’s brand was imposed suddenly, without internal or external buy-in, and the public rejected it. A rebrand needs to feel natural and aligned with both the organization and its customers, rather than being forced upon them.

Rebranding for reputation management: Hermes to Evri

In some cases, rebranding is necessary to distance a company from past issues. David and Rob discuss how the delivery company Hermes, which had developed a poor reputation, rebranded to Evri in an attempt to reset its image. However, the rebranding process was not fully completed, as Hermes vans could still be seen on the roads, suggesting that the transition had not yet taken hold. This highlights the challenges of rebranding, particularly when trying to overcome a tarnished reputation.

The true purpose of a brand

Ultimately, Rob and David agree that a brand is a symbol of a company’s way of doing things that helps it succeed. Whether it’s a commercial enterprise, a charity, or a school, a brand represents the values, goals, and identity of the organisation. David emphasises that branding helps attract like-minded people, whether they are customers, partners, or employees. By clearly communicating what a business stands for, a brand can build a loyal tribe of supporters who share its values.

Branding: a symbol of belonging

Rob and David also explore the historical and symbolic aspects of branding. religious symbolism and tribal tattoos are forms of branding, as they represent identity and belonging. In the same way, businesses use branding to create a sense of belonging for their customers. By wearing clothing or using products with a particular logo, people express their connection to a brand and the values it represents.

Branding, in its many forms, is everywhere. From tattoos to logos, it is a way for people and businesses to stand out and be recognised. As David says, we all belong to tribes, and branding is one way of showing the world which tribe we identify with.

In conclusion, branding is far more than just a logo or visual identity. It encompasses everything a business stands for, internally and externally. A successful brand communicates values, consistency, and identity, helping a company stand out in a crowded marketplace. Whether evolving a brand or rebranding entirely, the process must reflect real change within the organisation to resonate with both customers and employees. Ultimately, branding is about building a community—your own tribe of like-minded individuals who share your values and vision.

Watch this blog discussion