We had a call with a potential client recently.
They were setting up a small business with huge potential.
Everybody was excited about this one.
But then they said something we’ve heard a lot from business owners over the years.
“I think we just need a logo, really.”
And that’s when we realised we needed to have a conversation about ‘brand’.
We knew where he was coming from.
He was already a smart and successful business owner.
He knew his stuff.
And he’d got this far without ever really dealing with this marketing or branding nonsense.
Because when you’re running a business, you don’t sit around thinking about your ‘brand’ all day.
It’s never a big issue in your day-to-day.
So it doesn’t really seem to apply to you.
And anyway, isn’t branding just marketing bullshit?
Isn’t it just vague, woolly crap that marketers waffle on about when they’re trying to get you to spend £30k?
Well, yes and no.
Yes, it is the crap marketers waffle on about.
And also yes, a lot of that waffle is either ill-informed or deliberately confusing.
But no, branding is not bullshit.
It’s actually incredibly important.
In fact, it’s often the most important thing a business owner will ever invest in.
Strong brands grow, attract more customers and make more sales (
Strong brands are also more resilient and recover faster when things get tough (Kantar BrandZ research)
(And it also doesn’t need to cost £30k)
Okay, okay, I know what you’re thinking:
“Yeah, you would say that, you’re trying to upsell those branding packages.”
And that’s true, we are.
But we’re not bullshitters.
A strong brand matters.
In fact, it’s vital for business growth.
Brands that invest in long-term brand-building efforts see sustained growth compared to those that rely only on short-term performance marketing.
For a lot of businesses, their brand is the most valuable asset they own.
So, what is branding?
Ask most business owners what branding is, and they’ll say, “It’s our logo and maybe our colours.”
Some might stretch to fonts or a slogan.
But here’s the truth – those things aren’t your brand.
They’re just individual building blocks of a brand.
Your brand is what people think and feel when they hear your business name.
It’s reputation.
As Jeff Bezos said, “Your brand is what other people say about you when you’re not in the room.”
Just because he’s an arsehole doesn’t make him wrong on this one.
Logos and fonts are important elements, but they’re not the brand in themselves.
They are just individual elements that help shape what people think of you, how well you stand-out against competitors, and how well people remember you.
What makes a strong brand?
It’s distinctive (so people actually notice it)
According to Distinctive Brand Assets: Future-Proofing Your Brand’s Identity, brands that consistently use recognisable elements – like logos, slogans, packaging and even sounds – achieve higher recall and stronger consumer loyalty.
It’s consistent (so people remember it)
Brands that change their messaging or visuals too often lose recognition. Research shows that brands maintaining consistency across all touchpoints see a 23% increase in revenue.
It’s meaningful (so people trust it)
A strong brand stands for something. Coca-Cola is about happiness. Volvo is about safety. Studies show that brands with a clear identity see higher customer retention and willingness to pay premium prices.
How to build a brand that actually works
Be consistent everywhere
Use the same logo, colours and fonts across everything.
Keep your brand voice and messaging the same across all platforms.
Be easy to remember
Pick one simple brand message and repeat it everywhere.
Have a strong visual identity that stands out from the competition.
Be the first business people think of
Advertise consistently – even when you’re busy.
Show up where your customers are – social media, local events, online search.
Final thought: branding is your shortcut to growth
Branding isn’t just a logo.
It’s everything that makes people notice, remember and choose your business.
If you want to grow long-term, start investing in your brand now.
Want help building a brand that stands out? Let’s talk.