Insight 1 – A Brand is not just a Logo

By Amos Unkovich

While’ branding’ may have arisen as a way to tell one person’s cattle from another using a long piece of hot metal with a special design at one end of it, there’s much more to a brand than just a logo. A ‘brand’ in the modern sense is built on expectation and experience. In its simplest form, it is the associations’ people make when they see, hear or think of your company, product or service.

‘Your brand is what other people say about you when you’re not in the room.’Jeff Bezos

Brands such as Supreme and Apple have a fanatically loyal following

Now, we’re in an age where everything can and will be considered “your brand” by your audience. So it makes sense to put some effort into it, right? Brand is a community, an experience, an emotional connection, content, story, inspiration and so much more. This includes everything they think they know about your brand, from your bright pink packaging to the emotive elements, like for example that it’s luxurious, trustworthy, friendly or innovative.

Insight 2 – Why is a brand important will be published on 2nd March.


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