Why branding no longer just a logo: 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.

Historically, branding focused on visuals, i.e. 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 plays 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.

Shift

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.

Packaging, 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 not about labels but now 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, 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 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.

New language

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, tone, values, culture, and consistency have become your real competitive edge.

Branding has evolved from a logo to a language, a language that speaks through every touchpoint, every choice and 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/member, Chartered Institute of Marketing, Ghana/marketing, communication professional.