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

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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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Let’s invest in our children through reading – DCE

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Mr. Issahak Ibrahim-DCE of Atwima Mponua
Mr. Issahak Ibrahim-DCE of Atwima Mponua

Mr Issahak Ibrahim, the Atwima Mponua District Chief Executive (DCE), has stressed the need to invest in initiatives that will encourage school children to read at all times. 

He said a nation that invested in reading invested in its future, since a reading child was a potential future leader. 

Speaking at the District Reading Festival for 32 schools in the district, at Nyinahin, he said reading strengthened literacy skills and inspired young leaders to unlock their full potentials while nurturing a lifelong love for learning, which leads to success. 

Mr Ibrahim, therefore, enjoined teachers, parents, pupils and all stakeholders in the district to inspire every child to discover the limitless possibilities that begin with the act of reading in order to make it reflect the shared commitment to building a generation of confident readers, critical thinkers and lifelong learners in the society. 

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He pledged his commitment to support and empower more children and help them to achieve higher educational laurels in the area, while championing the cause of reading among children to achieve the related benefits. 

“I remain committed to supporting educational initiatives that would empower our children with the knowledge and skills they needed to succeed in an ever-changing world,” he stated. 

The festival was organised by the District Directorate of Education in conjunction with the ISMAT Foundation, a local educational non-governmental organisation (NGO) founded by the DCE, to support needy learners in the district and beyond. 

The festival was under the theme: “Turn a page to begin a journey.” 

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The festival was aimed at encouraging and motivating the interest of pupils in reading and general learning. 

All the 32 participating pupils from four zones within the district received school bags, exercise books, pens, pencils, erasers, mathematical sets and certificates. 

Lawal Kwame from the Botrampa D/A Basic and Sadique Bamba from the Mpasatia African Faith Preparatory schools in the Nyinahin Zone, emerged first in the KG One and two classes, whilst Alice Fosu, Beatrice Sarfowaa and Priscilla Agyemang from the Adiembra Anglican Basic School also in the Nyinahin Zone, came first from Basic One to Basic Three classes respectively.  

Ernest Duah from the Mampong Abebrese D/A and Blessing Sika from the Sreso Presby School in the Sreso Zone as well as Eric Osei Agyemang from Adiembra Anglican Basic School came first in the Upper Primary department. 

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Ms Ama Adwubi Asafu-Adjaye, the District Director of Education, commended the DCE for the programme, which was the first of its kind after the year 2022 one, which was supported by the USAID. 

She said a Basic One boy called Obed Awuku from Mampong Abebrese D/A Basic School climbed from the district through a Regional contest, won and placed second at the national level in the year 2022 as one Salam Mohammed of the Otaakrom D/A Islamic Basic School, who also emerged as the 2024 winner in the district also placed fifth among the 16 regional participants even though they had a very short notice for preparation. 

She said other achievements encouraged her and her management to make the programme an annual event in June and July as part of the activities on their academic calendar and a source of pride for the district. 

She, therefore, encouraged the teachers to work harder to produce talented kids for higher achievements from the area. -GNA 

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Thousands bid farewell at 3-day Adua for Late Yaa Naa

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Sagnarigu Naa with his entourage arriving at the Gbewaa Palace .jpg

The forecourt of the Gbewaa Palace, was a mixture of rich tradition and emotional scenes as thousands of mourners concluded the three-day adua for the late Overlord of Dagbon, Ndan Yaa Naa Abukari II.

For the period, the Gbewaa Palace became the spiritual and cultural heartbeat of the Dagbon Kingdom as Islamic clerics, traditional rulers, politicians, security personnel and ordinary citizens united in prayer for the repose of the soul of the revered monarch.

From dawn each day, streams of mourners, mostly dressed in traditional smocks and black attire, steadily filled the palace grounds and adjoining streets, transforming the royal seat into a sea of mourners.

Men, women, youth and children sat under canopies and open spaces while verses from the Holy Qur’an echoed across the palace, creating an atmosphere of reverence and reflection.

The air occasionally reverberated with ceremonial gunshots and traditional warrior displays, symbolising honour, bravery and the rich cultural heritage of the Dagbon Kingdom.

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The adua, observed in accordance with Islamic tradition following the burial of the Yaa Naa, was attended by eminent Imams and Mallams who offered continuous prayers, seeking Allah’s mercy and eternal peace for the departed King.

Throughout the three-day observance, a steady flow of dignitaries visited the Gbewaa Palace to pay their respects and sign the book of condolence.

Among them were the Northern Regional Minister, Ali Adolf John Mburidiba; the Savannah Regional Minister, Salisu Be-Awuribe Issifu; and the National Chairman of the National Democratic Congress (NDC), Johnson Asiedu Nketia, who joined members of the royal family, traditional rulers and mourners in honouring the late Yaa Naa.

Security remained tight throughout the mourning period, with the Ghana Police Service deploying 450 personnel to ensure law and order.

The officers were stationed at strategic locations, including the Gbewaa Palace, major entry points into Yendi and other key installations, where they managed traffic, maintained public order and provided security for thousands of mourners and visiting dignitaries.

Beyond the official ceremonies, the event reflected the deep respect the people of Dagbon and Ghanaians at large had for the late monarch.

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The conclusion of the three-day adua marks another important milestone in the funeral rites of the late Yaa Naa and signals the gradual transition towards the customary processes leading to the selection and enskinment of a new Overlord of the Dagbon Kingdom.

Although the formal three-day prayers have ended, mourning activities continue, with the seventh-day Islamic prayers expected to draw another large gathering of traditional authorities, government officials, religious leaders and well-wishers from across the country.

From: Geoffrey Buta, Yendi

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