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Why branding is no longer just a logo: The new language of identity

Cassandra Cato
Cassandra Cato

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.

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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.

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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:

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● Voice and tone

● Customer experience and ser­vice culture

● Ethical behaviour and transpar­ency

● Shared values and purpose

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● 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.

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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.

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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.

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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

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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.

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*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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The silent strength of a single father: Augustine Donzuo’s story

The a world that often overlooks the silent burdens men carry, the story of Augustine Santiero Donzuo stands as a powerful reminder of resilience, sacrifice and unspoken struggles of single fatherhood.

As the world celebrates Father’s Day, it’s easy to focus on the tradi­tional image of fatherhood which is provider, protector and a stern loving figure, but beyond these are silent struggles fathers go through especially single fathers.

For the past five years, Augustine has navigated life as a single parent of two children-a boy and a girl on his own while juggling the demands of work, education and emotional surviv­al.

The story of Augustine is not just about parenting, it is about endurance, heartbreak, and an unwavering com­mitment to his children in the face of overwhelming odds.

He lives and works in Tarkwa in the Western Region, juggling life as a Fire officer, caretaker, and sole emotional support for his children.

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His quiet strength is a reminder that fatherhood is not always loud. Sometimes, it’s found in the simple act of staying-when walking away would have been easier.

Augustine’s journey began in Janu­ary 2010, when he married the woman he loved. Unknown to him at the time, she was already pregnant. Not long after their marriage, he was posted to the Upper West Region following his enlistment into the Ghana National Fire Service.

The distance tested their relation­ship early on. He tried his best to visit, and eventually brought her to join him. But subtle signs of strain began to show—mostly from his wife’s family. What began as minor disagreements cracked the foundation of their union.

By 2016, after six years of mar­riage, their relationship collapsed. Au­gustine was devastated. He had tried to reconcile, visiting her family, call­ing, sending money, but her responses became cold, distant, and final. “One day she told me, ‘I will never come today, I will never come tomorrow. I am not even bringing your children,” he recalls.

Despite the pain, he continued sending money for their upkeep. “I did it for my children,” he says. “Even when love is gone, responsibility re­mains.”

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In 2017, Augustine’s ex-wife filed a complaint at Legal Aid, claiming ne­glect. But when questioned, her story shifted, first to abandonment, then to demanding more money. The panel quickly sensed the inconsistencies. Augustine explained how he had con­tinued to support her, even buying food and supplies for her business which included loans he was still paying.

“What hurt me most was the dis­honesty,” he says. “She told her family things I never said. At some point, I realised she didn’t want reconcilia­tion, she wanted to cut ties, but with benefits.”

She requested GH¢700 monthly in support, a sum he said was impossible given his salary and loans. “Even after separation, I was paying school fees, buying clothes, sending money. If I wanted to walk away, I wouldn’t have spent a dime.”

Then, in 2018, came a moment that would change everything. One evening, his ex-wife returned the children, unexpectedly and without agree­ment. Accompanied by her father, she dropped them off, leaving Augustine to become a full-time single parent overnight.

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“The girl was nine, the boy six. They didn’t say much. They just stood there, confused. I had to become everything for them, father, mother, friend, protector,” Augustine said.

What followed were years of sacrifice and solitude. Without nearby relatives or a strong support system, he had to rely entirely on himself.

He would leave work and rush home to cook, help with homework, do laun­dry, and nurse fevers. “I lost a lot,” he admits. “Friends, freedom, even parts of myself.” And yet, he never gave up.

Raising children is never easy, but doing it alone, while still carrying the weight of betrayal and financial hardship which left scars. Augustine recounts the long nights, praying his children would grow up healthy and happy despite the absence of their mother.

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Patience Aagawmwine Donzuo daughter of Augustine

His daughter, now 15 and in SHS, has grown quieter. “There are days I just sit and cry,” he says. “When my daughter asks, I say ‘nothing.’ then she says, I see tears flowing, I will still say it’s nothing.

Augustine said there were moments he had considered giving up. “I had thoughts,” he confesses. “When life felt too heavy. When no one checked on me. “I understood why some people commit suicide,” he said.

But then I remembered I have two lives depending on me, if I am gone, who will take care of them?” That question has kept him going, one day at a time.

Today, Augustine’s children are thriving. His daughter is doing well in school, and his son has grown into a thoughtful, cheerful boy. But their suc­cess has come at a cost, paid for with sleepless nights, missed opportunities, and invisible emotional wounds.

“I don’t want pity,” he says. “I just want people to understand what fathers feel too. We cry, we break, but we don’t always show it,” he added.

This Father’s Day, Augustine’s journey reminds the world of the quiet fathers, who are often unseen and seldom celebrated.

They are the ones redefining fatherhood in Ghana and beyond, em­bodying responsibility, patience, and love in the most demanding circum­stances.

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For Augustine, he would not wish this life for his worst enemy,” but for him, there is purpose, “I will keep go­ing because they need me, and that’s enough.”

Currently in Ghana, Father’s Day is gradually evolving with traditions of­ten marked by cards, media tributes, and public applause, which reflects a growing appreciation of paternal sacrifice.

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Be role models to your children – Fathers told

Rev Adaletey

As Ghana prepares to join the rest of the world to celebrate Father’s Day tomorrow, A Minister in charge of the Gateway Temple Assemblies of God (A/G), Sowutuom, Rev. Ben­jamin I. K. Adaletey, has urged men to embrace fatherhood not just as a biological role, but as a divine and sacred calling.

Speaking in an exclusive interview with The Spectator in Accra on Tuesday, Rev. Adaletey ex­plained that fatherhood was deeply spiritual and essential to the moral and emotional foundation of families and communities.

“Fatherhood is more than biology; it is a divine function,” he said.

According to him, men who may not have their own children can still serve as spiritual fathers, mentors, and protectors to other children in the community.

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Drawing from traditional African values, Rev. Adaletey highlighted the long-standing culture of communal parenting.

“In the African context, we have always valued communal responsibility. A real man steps up to guide, correct, affirm, and protect the younger generation. Whether through mentorship, teach­ing, counseling, or simply being present; these men embody fatherhood in action,” he empha­sised.

He stated that the church especially needs such men, not just teachers, but fathers.

He admonished fathers who feels they have missed the mark that, grace was still available. He said God is the restorer of broken years and fractured relationships.

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Moreover, Rev. Adaletey noted that fatherhood was a journey, not a destination and that even great men in Scripture made mistakes, citing David in Bible story for instance who made a mistake and yet was still called a man after God’s heart.

Rev Adaletey, who is also a renowned actor, urged such men not to give up but rather apolo­gise where needed, rebuild where possible and start again in God’s strength.

“Your children don’t need a perfect father, they need a present and repentant one,” he said.

He again urged fathers to reflect God’s nature in their leadership at home, saying “we reflect God’s character when we lead with love, pa­tience, integrity, and truth.”

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“As fathers, we must model grace and disci­pline, mercy and justice. We must listen like God listens, forgive like God forgives, and protect like God protects. In doing so, our children begin to understand who God is, not just from sermons, but from how we live and love daily,” he added.

For those who grew up without a father, Rev. Adaletey said “you may have missed a father’s presence, but you are not fatherless. God Himself steps in as Father to the fatherless (Psalm 68:5). Your past does not define your future. You can rise, you can heal, and you can be the beginning of a new legacy.”

Encouraging practical leadership in the home, Rev. Adaletey indicated that fathers should be role models, especially to their children.

He further underlined that, “let them see you pray, how you treat their mother, hear you admit your wrongs and seek God’s help.

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Rev. Adaletey also called on fathers to teach their children to work hard, love God, respect others, and take responsibility, adding that the father’s lifestyle was his greatest lesson to his children.

He also warned about the need for balance between love and discipline, explaining that love without discipline creates chaos; discipline with­out love breeds resentment.

He stated that a Godly father should discipline with tenderness and love with firmness, saying “just as God disciplines us for our growth, fathers must correct their children in a way that builds them, not breaks them.”

 By Esinam Jemima Kuatsinu

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