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Why branding is no longer just a logo: The new language of identity
Not long ago, branding was all about appearance. A distinctive logo, a catchy slogan, and a recognisable colour scheme were considered the pillars of a strong brand.
Whether you were selling bottled water or banking services, success was often measured by how often people recognised your symbol or sang along to your jingle.
But in today’s experience-driven, always-online world, that version of branding feels dated. Customers expect more not just in terms of quality, but in values, tone, and emotional connection.
As such, branding has evolved from a static visual system into a language of identity; a way for businesses to express who they are, what they stand for, and how they relate to the people they serve.
This evolution applies equally to product-based and service-based industries. Whether you’re a detergent on a supermarket shelf or a law firm advising clients, the expectations are higher, and the rules have changed.
Branding used to be primarily visual
Historically, branding focused on visuals — logos, fonts, colours, and packaging. Companies invested heavily in graphic design and advertising to build instant recognition. That is Visual consistency meant credibility.
In product-focused industries, packaging played a central role. In service-based sectors, well-designed brochures and uniforms were branding essentials. These touchpoints were critical in an era dominated by TV, print, and radio.
But today, branding isn’t just about what people see, it’s about how they feel and what they believe about you.
The shift: From recognition to resonance
The digital age has brought a seismic shift in consumer behaviour. Customers are no longer passive receivers of marketing messages; they are active participants. They comment, review, share, critique, and co-create brand meaning in real time.
Modern branding requires resonance, not just recognition. That means connecting through:
● Voice and tone
● Customer experience and service culture
● Ethical behaviour and transparency
● Shared values and purpose
● Reputation and relationships
A logo might still attract attention, but it’s the emotion and trust behind the brand that drives loyalty and influence.
Product-based industries: From packaging to purpose
For product brands, standing out on a shelf is no longer enough. Today’s consumers want more, they care about where products come from, what the brand supports, and how it treats people and the planet.
For product brands, identity is now about more than labels it’s about legacy.
Service-based industries: Branding as experience
Service brands don’t offer physical products. They offer outcomes and emotions and the experience is everything.
In the service industry, every employee becomes a brand ambassador and every interaction is a branding moment.
Implications for SMEs and personal brands
This new identity-driven approach isn’t just for big brands. Small businesses and individuals also need to think beyond visuals.
A cleaning company’s brand might be built through staff professionalism, reliability, and digital responsiveness. A tutor’s brand might depend on communication, empathy, and value delivery.
Even personal branding for consultants, entrepreneurs, and professionals it is no longer about a polished LinkedIn profile. It’s about thought leadership, online presence, responsiveness, and values. Your brand is how people experience you, not just how you present yourself.
The new language of identity
Today, branding is not confined to marketing departments. It involves HR, Operations, customer service, and leadership. It’s not about shouting louder, it’s about standing for something deeper.
People don’t just buy things anymore. They align with brands. They follow them. They join communities shaped around shared values. This means that your identity, your tone, values, culture, and consistency has become your real competitive edge.
Conclusion
Branding has evolved from a logo to a language, a language that speaks through every touchpoint, every choice, every human interaction.
In both product and service sectors, the most successful brands today are those that understand this shift and use identity to connect, build trust, and create lasting impact.
So yes, your logo still matters. But if that’s all you’re building, you’re missing the bigger opportunity.
Because in today’s world, people don’t just buy brands — they believe in them.
*The writer is a Chartered Marketer, a full member of the Chartered Institute of Marketing, Ghana and a Marketing and Communication Professional.
By Margaret Casandra Cato (CM), MCIMG
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Prioritise affordable treatment of sickle cell treatment —Health Expert
Health experts have urged Ghana to prioritise affordable and accessible treatment for sickle cell disease (SCD) as advanced, but costly curative therapies remain out of reach.
SCD, an inherited blood disorder, affects about three in every 100 newborns in Ghana.
Globally, around 1,000 babies are born with the condition daily, with three-quarters in sub-Saharan Africa.
The disease causes severe complications including chronic pain, anaemia, infections, strokes and organ damage, often leading to shortened life expectancy.
In recent years, gene therapy has been developed as a potential cure.
However, its cost—running into millions of dollars per patient—makes it financially and technically inaccessible in Ghana.
According to Dr Lawrence Osei-Tutu, a Sickle Cell and Childhood Cancer Expert at the Komfo Anokye Teaching Hospital, “the country must instead focus on practical, lower-cost interventions such as hydroxyurea”, a decades-old cancer drug proven to reduce painful episodes, hospitalisation and life- threatening complications in SCD patients”.
Taken orally, the medicine improves red blood cell function and is considered safe and effective.
“Hydroxyurea therapy is as good as the cure and a low-hanging fruit to pluck, we must bring a cure to our sickle cell warriors, but do so sustainably.” he urged.
In a chat with The Spectator here, he said to create awareness on the disease, the expert noted that despite its benefits, “hydroxyurea is not widely accessible in Ghana.”
Stressing that, “many patients either cannot afford it or struggle with irregular supply through the health system.”
Moreover, he argued that scaling up access would provide immediate relief while the country builds the infrastructure, trains specialists and secures funding needed to support curative therapies in the future.
With an estimated 15,000 babies born with sickle cell disease annually in Ghana, Dr Osei Tutu cautioned that “failure to improve access to effective treatment will leave many patients vulnerable to preventable complications and early death.”
From Kingsley E. Hope, Kumasi
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Let’s reintroduce Cultural Studies to complement educational reforms — Tourism Minister
Madam Abla Dzifa Gomashie, the Minister of Tourism, Culture and Creative Arts, has emphasised the importance of reintroducing Cultural Studies in schools as part of Ghana’s broader educational reform agenda.
She said Cultural Studies would complement existing efforts to reposition Science, Technology, Engineering and Mathematics (STEM) and Technical Vocational Education and Training (TVET) to promote digital literacy and expand Creative Arts education.
Speaking at the 2025 Homowo Festival of the people of Ningo-Prampram, held on the theme: “Education: The Best Legacy for our Children,” Madam Gomashie said cultural education was critical to national identity and development.
She noted that the festival’s theme aligned with the Government’s vision to transform education in Ghana and encouraged the youth to embrace it not only as a means of personal development but also as a way of preserving traditional values.
These values, including patience, wisdom, and hard work, were at the core of the Homowo celebration, the Minister said.
“Cultural festivals like Homowo are vital instruments for strengthening cultural identity, preserving historical memory, and fostering national unity. Additionally, festivals serve as platforms for educating the youth through storytelling, music, dance, and other traditional practices, while also providing opportunities for community engagement.”
Madam Gomashie highlighted the strong foundation that Ghana’s tourism was built on, which included culture, traditions, and the creative industry, collectively contributing to over GH¢4.8 billion to the economy.
“Festivals give tourists reasons to visit our country. Therefore, with the right infrastructure and the development of all the domains, the sector can do more than what has been recorded,” she added.
Mr Sam Nartey George, the Member of Parliament for Ningo-Prampram and Minister of Communication, Digital Technology and Innovation, commended the community for their vibrant participation in the festival. He announced plans for the construction of a new nursing training school in Ningo, aimed at expanding access to healthcare education in the area.
Nene Osroagbo Djangmah XII, Paramount Chief of Great Ningo Traditional Area; King Dr Tackie Teiko Tsuru II, Ga Mantse; Nene Tetteh Wakah III, Paramount Chief of the Prampram Traditional Area; Prof. Odaifio Welentsi III, Paramount Chief of the Nungua Traditional Area; Naana Dugbakuwor Dugba II, Paramount Queen Mother of Great Ningo; and Mr. Elvis Afriyie Ankrah, Special Envoy on Religion and Inter-Faith Affairs, who represented the Chief of Staff, were among dignitaries at the festival. -GNA
