What is a brand? (and why it’s more than a logo)

When most people think about a brand, they picture a logo - a name, a colour palette, maybe a bit of packaging.

But a logo isn’t a brand. It’s just one piece of it.

A brand is how people feel about your business.

It’s the story, personality, and experience that sits behind what you do, and it’s what helps people trust you, remember you, and ultimately choose you.

So, what actually makes up a brand?

A strong brand combines strategy and design.

It’s made up of things like:

• Purpose – why your business exists beyond making money.

• Values – what you stand for.

• Personality – the tone and style you use to communicate.

• Visual identity – the logo, colours, and typography that bring it all to life.

• Experience – every interaction someone has with your business, from your website to your customer service.

  
  

When those pieces work together consistently, people start to recognise and connect with your brand, even before they see your logo.

Why strategy comes before design

Before jumping into visuals, I always start with brand strategy.

That means getting clear on:

• who you’re talking to,

• what you want to be known for,

• and how you want people to feel.

When you know those things, design becomes so much easier and far more effective. Your visuals stop being just “pretty” and start telling a story.

So while your logo is part of your brand…

…it’s just one small piece of the puzzle.

Your logo can’t do all the heavy lifting on its own, it needs the support of a clear message, consistent visuals, and a cohesive experience.

That’s the work that turns a business into a brand people connect with.

Ready to look beyond the logo?

If your brand feels a little disjointed or you’re not sure how it all fits together, a brand audit is a great place to start.

It’s a simple process to review what’s working, what’s not, and where to focus next.

Get in touch here to find out more, or share this post with someone who might need it.