Branding is a journey involving hard work, ideas, and experimentation to find what works best for your brand, business and audience.

A logo is not the brand.

Brand is a feeling and experience shaped by visual aspects, and the psychology of what people feel or think about it. Building a brand takes time.

Should branding always need to be consistent? Ideally, yes, and here’s why:

Design and Vision

A logo identity, colour palette, typography, spacing, and associated imagery all contribute to a brand’s ‘visual presence’, establishing what people see and remember.

“Design is the silent ambassador of your brand.” – Paul Rand

Understanding users, or the audience, their needs, actions, and preferences help to shape messaging and better meet their needs.

Good branding defines how a business is perceived. Shaping its look, feel and personality early on can pay dividends in the later phases of a brands journey. There are a range of elements that contribute to the foundation of modern business models.

Why Branding Matters

Branding builds trust and clarity. Meeting the needs of the audience clients to gain their trust and connection is essential. Branding can be aligned with marketing efforts across print and online channels—websites, social media, signage, and more.

Misalignment in messaging, design, or marketing can confuse your audience. Simplicity is often safer—less is more.

“Brand is a person’s gut feeling about a product, service, or organization.” – Marty Neumeier

Big Businesses Boom

Companies like McDonald’s, Apple, and Nike connect with their audiences through consistent branding. They create a recognizable feeling with their messaging and visual style.

With constant technological changes, brands must be agile to stay current. Inspiring trust and loyalty takes time. A brand must remain relevant and meet the ever-changing demands of its audience.

Staying focused on local, national, and international trends is vital to keeping your brand current and relevant. Audiences want to feel a sense of belonging and comfort when interacting with a brand. Consistent branding helps establish a firm footing in their minds.