MORE THAN JUST A LOGO
How many billboards do you come across where the parent brand logo isn't front and centre? Not many, right? The brand logo is undeniably the face of a brand, its visual identity. But when branding is done right, the real magic happens. All the tangible elements come together in harmony to evoke emotions tied to the brand — and sometimes, the logo doesn’t even need to shout for attention.
Think of iconic brands like Coca-Cola, Nike, and Apple. They’ve mastered the art of branding so well that you can recognise their essence without needing a close-up of their logo. Take Apple, for instance. Their minimalist approach is a perfect example of branding that transcends mediums. Whether you walk into one of their sleek stores, browse their website, or unwrap a beautifully packaged device, there’s a consistent feel. Their use of confident messaging, minimalist text, and heavy reliance on negative space speaks volumes without saying much at all.
But what’s really happening here? Apple isn't just listing product specs or pushing features; they’re creating an emotional connection. They build a sense of trust, confidence, luxury, and desire — and that is where branding takes hold. "Your brand is what other people say about you when you're not in the room," as Jeff Bezos once said. It's a reputation, a feeling, a collection of associations that live in the mind of the customer.
NOW, LET’S DRAW A CLEAR LINE BETWEEN BRAND AND BRANDING.
THE BRAND
A brand exists in the minds of your customers. It’s the sum of their experiences, perceptions, and feelings when they think about your product or service. It’s what makes you choose Coke over Pepsi, even if both cans are ice cold on a summer’s day. The brand isn’t just a logo or a name — it’s an emotion, a connection, and a promise.
BRANDING
Branding is the process, the strategy behind creating the desired experiences and touchpoints that lead people to feel a certain way about your brand. It’s not just a campaign or a colour palette — it’s every interaction a customer has with your business. From the packaging they unwrap to the customer service call they make, branding shapes how they feel. As the proverb goes, “A tree is known by its fruit.” Branding is the fruit of your efforts; it’s the tangible and intangible elements that leave a lasting impression.
Take Nike. The swoosh is instantly recognisable, but it’s more than that. Nike’s branding is built around inspiration, perseverance, and empowerment. Whether through the “Just Do It” tagline or the way they tell stories of athletes overcoming the odds, every touchpoint connects with the core message of motivation. That’s branding in action.
SO, WHAT’S THE REAL DIFFERENCE BETWEEN BRAND AND BRANDING?
Your brand is what lives in the hearts and minds of people. Branding is the ongoing work to shape and nurture those feelings.
At the end of the day, it’s not just about plastering your logo everywhere — it’s about building something deeper. As David Ogilvy famously said, “Your brand is the intangible sum of a product’s attributes.” Successful branding brings that sum to life, making customers feel connected in ways that go beyond the product itself.
IN AN AGE WHERE EMOTIONS DRIVE LOYALTY, BRANDING IS THE THREAD THAT TIES YOUR BRAND STORY TOGETHER. DO IT RIGHT, AND YOUR BRAND WON’T JUST BE SOMETHING PEOPLE RECOGNISE — IT’LL BE SOMETHING THEY FEEL.
