Just what is a brand? Well, it's certainly more than a logo.

Here is the January edition of 'Brand Matters', our monthly newsletter where we discuss all things brand-related. This month we tackle a perennial misconception of what a brand is.

A brand is not a logo

We worked on several branding projects last year and it still never ceases to amaze me how often clients and marketing executives alike still refer to logos as brands. I have experienced a client recently who genuinely presumed that once the logo was agreed, that was the brand all sorted! Having said that, defining a brand is no simple task and interpretations vary considerably. A single sentence definition for example, might be: A brand is the values and personality of your company and its people, the trust it builds, and the promise it makes to its audience. Even that is a very simplistic definition, so below we have broken it down into six core definitions.

A brand's integrity rests on the promises it keeps

A brand promise is a commitment made by a company to its customers, that outlines the value and brand experience they can expect when using its products or services. The world has changed and it is not enough for many customers to purchase products purely based on taste and price. Many people now need to believe they are purchasing from a company with values and integrity, one who is putting profits back into the community, or is ethically or environmentally focused.

A brand is about creating experiences

Brand experience infers the take-out that customers get when interacting with a business across all aspects of the customer journey including advertising, digital marketing, products, and customer service. Air B'n'B, for example, are not a faceless hotel for packs of tourists but offer customers the chance to feel really integral to a city or resort with accommodation situated in the heart of a city or village.

A brand makes you feel something

Brands should make you feel something that isn't easy to achieve or easy to define... it's something almost intangible. A concise mission statement or strapline can certainly help: Nike probably have one of the most simplistic, yet powerful and resonant slogans in history with 'Just do it'. Immediately, without saying anything of note, it is inspiring – generating a real sense of confidence. It is easy to remember and is timeless. A rare case of a slogan almost building a brand.

A brand should tell a story

Brands should write or tell stories that go beyond the functional aspects of a product or service. Many brands may sell the same product or service – so choosing one brand over another can be helped considerably if they build up a unique narrative over time and become synonymous with a certain quality or sense of individuality. Tiffany, for example – helped by the clever ‘the right one is worth waiting for' tagline has become the go-to jeweller for a ring that is considerably more significant than just an accessory. Equally, Rolex don't just sell watches, they sell status.

Brands should have a point of difference

Brands, more than ever, demand a unique feature or benefit that sets them apart from a competitor – consumers are more discerning, expect more from brands other than a simple product or service. Dove, for example bucked the established trend in beauty products of advertising only with beautiful models, to show real people of all shapes and sizes. Knowing your market and appealing to their sensibilities is imperative. So, although very different to Dove – Tesla has created a brand story around not just selling cars, but selling innovation.

A brand is your culture

Brand culture could be said to pervade and encompass all of the above – it is the very DNA of a brand. Apple are possibly the most high profile example of creating a culture of belonging on a mass scale, where people still feel they are using products that are more innovative, have more individuality and are, well, just cooler than other smartphones, computers and tablets. Apple Mac using Creatives, for example, generally feel a certain sense of superiority over PC users. And it doesn't just stop with their products. Apple Store employees position themselves as geniuses and not just staff. This point is crucial – a brand culture should be consistent internally and externally.

Are B2B, financial services brands different to B2C, consumer brands?

Admittedly, the above examples are of consumer brands and deal with tangible products. And, there is probably a cross-over between most of the points above. However, the essence of all the above is still relevant for financial services brands that we at brandformula largely deal with. All brands, whether B2B or B2C, still need to offer points of difference, genuinely engage, show integrity and commitment and, ultimately – deliver satisfying and memorable customer experiences.

And there you have it – the first discourse on all things 'brand' in 2025. Look out for February's edition.

At brandformula, we understand that a strong brand is your most valuable asset. Our deep expertise in insurance and reinsurance, financial services, and banking allows us to create compelling, differentiated brands that not only reflect your unique value but also build credibility and trust in a competitive marketplace. Get in touch to discuss how we can craft a powerful, distinctive brand that resonates with your target audience.?