News
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
News
Oxfam in Ghana donates medical equipment and essential drugs worth GH¢1.5 million to Kasoa Polyclinic
Oxfam in Ghana has donated medical equipment and essential drugs worth about GH¢1.5 million to the Kasoa Polyclinic to strengthen maternal and reproductive healthcare services in the municipality.
The presentation, which took place on Tuesday, June 24, 2026, at the premises of the clinic in Kasoa, formed part of the sustainability and legacy activities under the Power to Choose (P2C) Project.
The donated items included delivery beds, maternity beds, oxygen cylinders, neonatal resuscitation equipment, blood pressure monitors, newborn weighing scales, suction machines, delivery kits, essential medicines, medical theatre wear and other critical supplies to support quality healthcare delivery.
The Power to Choose Project is a seven-year initiative being implemented by Oxfam in Ghana in partnership with the Planned Parenthood Association of Ghana (PPAG), WiLDAF Ghana, SEND Ghana, Norsaac and PARDA, with funding from Global Affairs Canada through Oxfam Quebec.
The project seeks to improve sexual and reproductive health and rights for young people, particularly adolescent girls, young women and young men living in vulnerable and marginalised conditions.
Addressing nurses and management of the hospital, the Country Director for Oxfam in Ghana, Mohammed-Anwar Sadat Adam, said the project, which began in 2021 and will run until early 2028, is being implemented in seven countries across Africa, Latin America and the Middle East.
He said Ghana and the Democratic Republic of Congo are the two African countries benefiting from the project.
Mr. Adam noted that the project has already trained about 102 health workers in areas including youth-friendly services, emergency obstetric and neonatal care, family planning, gender-based violence response, respectful maternity care and inclusive healthcare delivery.
He said Oxfam and its partners conducted assessments at beneficiary facilities and identified equipment needs to help improve healthcare delivery.
According to him, the donation would create safe spaces where young women and girls could seek healthcare services without fear or stigma and would improve health outcomes in the community.
Mr. Adam thanked the Government of Canada, the Ghana Health Service, the Society of Obstetricians and Gynaecologists of Ghana (SOGOG), World Health Ghana and other partners for supporting the implementation of the project.
He urged the beneficiary facilities to ensure that the equipment is properly used and maintained to serve the community for many years.
A speech by the Municipal Health Director for Awutu Senya East, Dr. Stanley Kweku Yaidoo, which was read on his behalf by the Municipal Accountant, Rev. Dr. Askari Thomas, described the donation as timely and important.
He said quality healthcare delivery depends on manpower, financial resources and equipment, adding that healthcare workers cannot effectively deliver services without the necessary tools.
Dr. Yaidoo thanked Oxfam and its partners for selecting Kasoa as one of the beneficiary facilities and assured them that the equipment would be put to good use.
The Acting Medical Superintendent of Kasoa Polyclinic, Dr. Papa Kojo Arthur, expressed appreciation to Oxfam for its continuous support over the years through training and capacity building.
He said the equipment would greatly support the effective management of patients, particularly in maternal and child healthcare.
According to him, the donation would help reduce maternal and perinatal mortality in the municipality.
The donation formed part of efforts to strengthen the capacity of youth-friendly health facilities in eight implementing districts across five regions of Ghana to continue providing quality and accessible sexual and reproductive healthcare services beyond the lifespan of the project.
By: Jacob Aggrey
The Ministry of Tourism, Culture and Creative Arts (MoTCCA) has announced that an electronic copy of Ghana’s revised National Cultural Policy is now available online for free access by the public and stakeholders in the creative sector.
In a statement issued on June 22, the ministry said the revised policy was officially launched on June 9, 2026, at the National Theatre of Ghana in Accra.
According to the ministry, the decision to upload the document on its official website is aimed at ensuring widespread dissemination, increasing public awareness and promoting the effective implementation of the policy.
The ministry encouraged sector practitioners, stakeholders and members of the public to visit its website and read the document.
“The Ministry of Tourism, Culture and Creative Arts, in the spirit of the Black Star Experience, remains committed to a transparent, inclusive and collaborative approach to building the better Ghana we want,” the statement said.
It added that it looks forward to the active participation of stakeholders in implementing the policy for the benefit of the country.
The ministry urged the public to take advantage of the free access to the policy document and familiarise themselves with its contents.
By: Jacob Aggrey
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