A Logo is Not a Brand

Read time: 3 Minutes

Today, we will delve into the intricate world of branding. We aim to understand what precisely defines a brand, and more importantly, what elements differentiate a successful brand from the rest.

What is a Brand:

Amazon’s founder Jeff Bezos defines a brand as:

Many attempts have been made to define a brand. However, founders often confuse "a new brand" with a new logo, icon, or a refreshed look for their business. While these elements are important aspects of a brand, a brand encompasses much more.

Put simply, a brand is everything, and everything is a brand. Every single consumer interaction—whether it's talking with customer service, shopping on a website, or reading an interview with the founder—contributes to the "brand."

The hidden magic behind successful big-name brands

Let's take a look at some of the best brands out there. Airbnb, Nike, or allbirds. They all have a very simple idea at their heart. A human idea that's bigger than product features.

These brands form deep emotional connections by standing for something that resonates with people. Consumers looking for companies that resonate with their fundamental values and with whom they can connect on a personal level.

That's why a brand today is far more than just a visual aspect, and why it's crucial in shaping a startup's path. The brand should be deeply rooted in a business's very purpose, which is why it's vital to nail it from the start.

Successful brands consistently communicate their simple idea through their actions, including advertising and marketing. This simple idea must originate from the founders, not from an external agency or marketing team. By consistently focusing on this simple idea in their decision-making, they can build a strong brand over time.

💡Takeaway → A brand cannot just be a layer that sits on top; it has to be baked into your business itself.

If you enjoyed it, I would greatly appreciate it if you could share it with friends who are interested in startup branding and growth. This would be a small reward for me. 💚

Catch you in a couple of weeks.

Thanks, Chris

Whenever you're ready, there are 2 more ways I can help you:

On-Demand Brand Academy → I have compiled all of my learnings into this Academy to help early-stage founders implement a distinctive brand correctly, saving money and achieving long-term success. Link

1:1 Consulting → Need guidance and expertise to make your brand stand out? Join me for a 1:1 branding consulting session where we'll dive deep into your brand goals, target audience, and unique value proposition. Book a Call