Branding: It’s More Than Just a Pretty Logo

Tom Marriott
Apr 13
5 min read

Updated: Jul 31

When most people hear “branding,” they think of logos, fonts, and maybe a cheeky tagline. You know — the visual bits. But branding is so much more than that. It’s the vibe your business gives off. It’s the reason someone chooses you over a near-identical competitor, and it’s the gut feeling people get when they hear your name.

So, if you think branding is just for big-time players with million-pound ad budgets, think again. Whether you’re a start-up in Sheffield or a family-run firm in Falmouth, your brand matters — a lot.

Let’s unpack what branding really means and how it can make or break how people see your business.

The Power of Perception: What They Say When You’re Not in the Room

Ever heard the phrase, “Your brand is what people say about you when you’re not in the room”? That’s bang on.

These days, it doesn’t take much for opinions to spread — a single bad review, a misjudged tweet, or poor customer service can leave a lasting impression. And according to Reputation.com, 93% of UK consumers say online reviews influence their buying decisions. That’s almost everyone — your mum, your nan, and your dog walker included.

So, what does that mean? It means every single interaction — from your website copy to how quickly you reply to an email — shapes your brand perception. It’s the digital equivalent of having spinach in your teeth during a job interview. People remember the small stuff.

Finding Your “Why”: Brand Purpose in Plain English

Let’s get a bit existential for a moment. Why do you exist as a business?

No, seriously. Beyond making money, what do you stand for? That’s your brand purpose — and these days, people care about it. A lot.

A recent YouGov report found that over 61% of UK consumers are more likely to buy from brands that support causes they care about. So if your plumbing company prides itself on eco-friendly practices or your coffee shop supports local food banks, that’s part of your brand. And it’s powerful.

Take BrewDog. Love ’em or loathe ’em, their “punk” approach to beer has helped them stand out in a saturated market. People don’t just buy the beer — they buy into the brand.

The trick? Be authentic. Don’t pretend to be something you’re not — Brits can sniff out insincerity like a Labrador at a picnic.

Vision: Your Brand’s North Star

If your brand purpose is the “why,” your vision is the “where.”

A brand vision is where you’re headed. It’s not about next week’s marketing campaign — it’s the big picture. Think of it as the ‘North Star’ guiding your decisions.

Let’s say you run a sustainable clothing brand. Your vision might be “to make ethical fashion the norm in the UK.” Bold? Maybe. But it gives your team something to rally around and your customers something to believe in.

A compelling vision helps people feel like they’re part of something bigger. And in a time when 42% of UK consumers actively seek out businesses that align with their personal values (source: Energy PR, 2024), this matters more than ever.

Mission: Turning Big Ideas into Daily Actions

Okay, so your vision is inspiring, but how do you make it happen?

That’s where your mission comes in — the nuts and bolts of your brand. Think of it as your business satnav, plotting the course.

Let’s use our sustainable clothing example again. Your mission might be: “To design stylish, sustainable clothes using locally sourced materials, delivered with transparency and zero plastic.” It’s specific. Practical. Actionable.

Your mission isn’t just fluff for your About page — it’s a guide for your team. It shapes how you do business and how your customers experience it. From customer service scripts to how you pack your orders, your mission keeps things consistent and credible.

Values: The Backbone of Your Brand Personality

Your core values are what your brand stands on. They influence every decision — from whom you hire to how you deal with complaints.

Want to be known for innovation? Great — but are you actually doing anything new? Value transparency? Brilliant — then don’t bury your T&Cs in legal waffle.

British consumers are a cynical bunch (and proud of it). If you say one thing and do another, they’ll call you out faster than you can say “influencer discount.”

Set 3–5 clear values. Keep them honest. Live them. They’ll guide your business and attract customers who share the same ethos — which is how brand loyalty gets built. In fact, Cardlytics UK found that customers who feel aligned with a brand’s values spend 28% more over time.

Positioning: How You Own Your Space in the Market

Ever walked down the cereal aisle and been paralysed by choice? That’s what your customers face every day — options galore.

Positioning is how you cut through the noise. It’s the story you tell that makes people choose you over someone else.

It’s not just what you say — it’s how you say it. Are you cheeky and playful, like Innocent Drinks? Or refined and trustworthy, like John Lewis?

This tone and positioning need to be consistent — across your socials, your emails, your ads, and your packaging. Because consistency builds recognition. And recognition builds trust. It’s as simple as that.

Wrapping It Up (With a Bow of Authenticity)

So, what’s the takeaway?

Your brand isn’t just your logo. It’s not your colour palette. It’s everything — from your tone of voice to your customer service, from your purpose to your packaging.

In a world where consumers are bombarded with choices (and cat videos), standing out is tough. But with a clear brand purpose, vision, mission, values, and positioning, you give your business more than just visibility — you give it meaning.

Your brand is your story. Tell it well, live it fully, and your audience will stick around for the next chapter.