For some, brand is an underperforming asset they know could be more effective, yet sits, gathering dust in the ‘nice to have’ corner of their marketing spend.
And for others it’s merely a marketing phrase which, to them, sounds a lot like “How Much?!” A kind of financial liability without any evidence of ROI.
For those people, their reticence is often rooted in a sense that branding is little more than costly agency hype.
So, which one reflects your attitude to brand?
Let’s explore some questions central to successful business: What is a brand really, and why does it matter beyond a logo or colour scheme? If you already know, don’t shout out the answers.
The basics: Logo, brand identity and brand
When you think of a company’s brand, it’s natural to think of its logo first. A logo is the visual symbol, instantly recognisable and often synonymous with the company itself. Yet, a logo alone is only the start; it’s like a doorway into a much larger world.
Next comes brand identity—the broader toolkit of visuals, language, and style that a company uses to project itself. Brand identity includes colours, typefaces (fonts, if you insist), taglines, packaging, and the personality that a company communicates through all these elements. It’s an integral layer that sets the tone for how customers perceive the business and begin to feel a connection to it.
Finally, there’s brand in its fullest sense: the entire, lasting experience customers have with a business. Brand is the impression that forms over time through every touchpoint—from product quality to customer service, social media presence to mission-driven campaigns. It’s the cumulative impact, the emotional response, and ultimately, the reputation.
A quick reminder from Jeff Bezos on that final word “reputation” - “A brand is what people say about you when you’re not there”.
Case study in scale: McDonald’s vs. the SME
Consider McDonald's, a brand recognised worldwide. You don’t have to actually like its type of food offering, but its global longevity and those golden arches are as iconic and instantly identifiable as a brand as you could get. But McDonald’s brand is more than just a logo—it’s what the company has cultivated over decades to stand for uniformity, convenience, and comfort. McDonald’s isn’t just selling burgers and fries; it’s selling familiarity, a reliably consistent experience, and in many cases, even nostalgia. Its marketing focuses on the enjoyment and accessibility of “good times,” reinforced through its slogans, ad campaigns, and values like family-friendliness and fast, convenient service.
If you want a perfect example of how McDonald’s identifies as the “indispensable navigational compass” profile type, check out this Marketing Week article where its CEO Chris Kempczinski reaffirms the strength of its branding position to its target investors. For him, the power of a brand as a fundamental asset to its global business is a no brainer, https://www.marketingweek.com/mcdonalds-ceo-brand-strongest-position/
Now, compare this to a small- or medium-sized enterprise (SME) with limited resources and reach. A smaller business may not have McDonald’s global platform, but the brand is just as essential for an SME’s success. While budgets may not stretch to high-profile campaigns, an SME’s brand can still create loyal customer relationships, reinforce its mission, and establish trust within its community. By focusing on consistent, authentic communication, an SME can build a brand that makes a noisy audience shut up and listen—even if that audience is just a local neighbourhood or a niche market online.
Both McDonald’s and SMEs show that brand transcends budget; it’s about understanding what you stand for and making sure your audience feels it at every interaction.
Addressing the myth: "I don’t think my customers care about brand—they just want good service at the right price."
It’s a common misconception, especially among small and medium-sized business owners.
Their mistake is thinking that customers, especially in practical or cost-sensitive sectors, are looking solely for value and efficiency. While service and pricing are undoubtedly important, this perspective misses the fact that brand is often the underlying reason customers choose one business over another, even when the services or prices are similar.
Consider this: if two companies provide nearly identical products at similar price points, but one offers a more thoughtful, engaging experience, which would you prefer? A brand creates an emotional connection that goes beyond the transaction. It turns a good service into a memorable one, and it communicates reliability in a way that price alone cannot.
Another thing: Don’t ever make the mistake of thinking your customer doesn't care about your brand. Your day to day interactions with them may be limited to the reality of how many ¾” universal, reverse thread, treddle spigot’s they’re ordering this month, but when they’re not on the phone to you, that customer’s making buying decisions based solely on brand — trainers, perfumes, bags and bubbly. We all do it. We all speak fluent brand when our hearts join in the conversation.
Ultimately, brand helps reinforce the experience customers have with our businesses, ensuring they feel valued, respected, and understood. When your brand includes values like transparency, customer care, and dedication to quality, it amplifies the value of your service and justifies your price. It’s the reason customers trust you—and trust, in turn, drives loyalty. And as loyal customers share their positive experiences, your brand grows stronger, naturally attracting more business.
In short, brand isn’t at odds with good service or fair pricing; it’s the elbow grease that makes them shine. A strong brand communicates that your business doesn’t just fulfil a need—it fulfils it with integrity, consistency, and personality. In the same way that people “buy” people (i.e. their personality and values) people “buy” (in every sense) brands. It’s both an emotional and commercial investment.
How a strong brand super-fuels your marketing
One of the most powerful advantages of a strong brand is its ability to elevate marketing efforts. When your brand is well-defined, marketing becomes more than just promoting products or services—it becomes a way to share a story, connect authentically, and build a community around shared values. The opposite also applies, by the way.
Bolstered by a strong brand, marketing messages resonate more deeply because they’re grounded in a clear identity and purpose. Instead of competing solely on features or price, a branded approach to marketing allows you to showcase what makes your business unique and memorable. That could be through social media, email, or advertising, but a well-established brand helps your message cut through shouty competition and build an emotional connection with your audience.
Back to Maccy D’s. McDonald’s marketing doesn’t just promote hamburgers or fries; it sells the warmth of family time, the comfort of knowing exactly what to expect, and the accessibility of affordable enjoyment. Check out the mission and values section of their website which goes into great detail about what they stand for, beyond just making “delicious feelgood moments for everyone” burgers.
Because McDonald’s brand is built on familiarity and positive associations, its marketing reaches people on an emotional level. Consumers don’t just see an ad for a fast-food chain—they see a brand that delivers a trusted experience.
For SMEs, this approach can be equally powerful, even on a smaller scale. When you have a strong brand, you have a clearer, more consistent voice. This helps make marketing efforts more cohesive and targeted, regardless of budget. It also means your messaging is more authentic—rather than merely promoting a product, you’re reinforcing why your business exists and what it stands for.
A strong brand isn’t just an asset for your business; it’s a beacon that attracts the right customers, reinforces loyalty, warmth and enhances every marketing effort. Marketing becomes more effective, efficient, and ultimately, more impactful when it’s grounded in a brand that people recognise and trust.
A new perspective: The challenge of rethinking brand
So, for those who feel sceptical or unsure, consider this: What if your brand could be the most compelling story you tell—something customers remember not for a logo, but for the way it made them feel?
By rethinking a brand as more than a logo or a marketing tactic, you’re embracing a strategic asset with the power to transform how people connect with and perceive your business.
So, what story is your brand telling? Does it even have one?
Would you like some help (or fries) with that?
Let’s talk about your brand. Give us a call.
