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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
Ahyiresu and Abofrem, two quiet communities in the Atwima Mponua District, have been shaken to the core by a chilling midnight drama that reads like a nightmare.
A pastor and a young mother stand accused of attempting to bury a five‑month‑old baby girl alive, a crime that has ignited outrage and disbelief across the township.
According to police, Apostle Richmond Akwasi Frimpong, 36, Head Pastor of the Anointed Grace Prayer Ministry at Kuffour Camp, conspired with his uncle Emmanuel Appiah, 53, and the child’s mother, 23‑year‑old Beatrice Agyapomaa, to dispose of the infant, Anaya Achiaa, under the cover of darkness.
A fourth suspect, Emmanuel Donkor, remains on the run.
The suspects were caught near a refuse dump around 10 pm on April 9, 2026, after a vigilant resident, Akwasi Twezor, noticed their suspicious movements.
When confronted, they claimed the child was already dead and had palace approval for burial. But Twezor’s instincts proved right—the baby was still alive, gasping faintly for breath.
Chief Linguist, Nana Yaw Badu, later confirmed that Frimpong had misled him earlier in the evening, securing permission for burial by falsely declaring the child dead.
The infant was rushed to the Abofrem Clinic, where she is now responding well to treatment. Police described her as “very beautiful.”
Assistant Superintendent of Police (ASP) Evelyn Yitamkey, Commander of DOVVSU in Bibiani, confirmed that the suspects have been provisionally charged.
Frimpong faces attempted murder and conspiracy charges, while Agyapomaa and Appiah are charged with conspiracy and abetment.
They were remanded by the Bibiani Circuit Court, presided over by Judge Frank Asiedu Nimako, to assist investigations.
The docket has been forwarded to the Attorney General’s Department for advice, ASP Yitamkey indicated.
The attempted crime has provoked fury among residents, many suspecting ritual motives aimed at bolstering the pastor’s influence.
Crowds attempted to attack the suspects outside court, but police intervention prevented mob justice.
The Assembly Member for Ahyiresu, Yusuf Suleiman, has assured residents that justice will be pursued swiftly.
From Kingsley E. Hope, Kumasi
The forecourt of the African University of Communications and Business (AUCB) in Accra came alive on Friday with colour, creativity and innovation, as Level 300 students transformed the space into a lively exhibition of ideas.
Under the theme “Building meaningful brands beyond the logo,” the students invited patrons into a world where ordinary products were reimagined through storytelling, design and purpose.
From scented candles to innovative food concepts, each stand told a unique story, one that went beyond aesthetics to capture identity, value and human connection.
For many of the students, the event was more than just an academic exercise; it was a moment to dream out loud.
Guided by their lecturer, Peter Wonders, they explored what it truly means to build a brand in today’s competitive world where trust, consistency and experience matter just as much as logos and slogans.
Chairman of the occasion, Nana Kum Gyata VI, in his remarks said a brand is what people say about you when you are not present.
At the end of the presentations, awards were presented to deserving groups with Vida Nyaneba emerging as the overall best branding student.
By Esinam Jemima Kuatsinu
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