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