BRAND DEVELOPMENTBRANDINGDESIGNMARKETING
Recently, I was having coffee with some newfound friends—fellow entrepreneurs, the kind who can hold an entire business discussion while deciding between African tea and a macchiato. For me, it is pretty simple. I love tea. One hour in, our multifaceted conversation came to a halt. Fifteen minutes of awkward silence later, one well-to-do gentleman turned to me and asked curiously:
“What’s usually the big fuss about brands?”
To be fair, he’d done well without a strong one. So, he couldn’t quite understand why anyone pays others to dress up their business. I chuckled at his expression—dress up—then proceeded to make a quick, five-minute case using his own brand preferences. iPhone, Mercedes-Benz, Gucci shoes, and an Audemars Piguet watch. Why did these appeal to him over the competition? It wasn’t just quality.
“It is how they make me feel.”, he responded with a knowing smiling that revealed his understanding of the confidence these brands build in him.
“Your brand is not what you say it is—it’s what others experience and remember.”
He conceded. But that conversation stuck with me. How many other business owners might be stagnating simply because they’re ignoring something that could make or break them?
This post kicks off a blog series designed to demystify branding—no jargon, no fluff, just the real stuff. Throughout the series, I will loosely use the analogy of personal identity to drive some points home.
Let’s start with the basics.
What Branding Is Not
Let’s clear the fog first: branding is not your logo. It’s not your color palette, tagline, or typeface. Those are expressions of your brand—not the brand itself.
If your business were a person, your logo would be the haircut or the suit. Helpful for recognition, but hardly the full story.
What Branding Is
Your brand is the gut feeling people get about your business. It’s how they describe you when you’re not in the room. It’s the reason someone picks you over a cheaper or more convenient alternative. In short:
Your brand is not what you say it is—it’s what others experience and remember.
“But My Business Is Doing Fine Without It”
Great! We all agree that Darwin was right; survival is a valid goal. But let’s be real: you don’t want to just survive. You want to grow, be recognized, build loyalty, and leave an impact.
“Even if you’re not branding intentionally, you still have a brand. The question is—are you in control of it?”
You might be curious as to whether or not your branding – intentional or not- is a healthy one. A point we recommend you start from is self-diagnosis and look for the following warning signs:
Signs You Might Have a Branding Problem
- Customers confuse you with a competitor
- Your messaging feels inconsistent across platforms
- You attract clients who aren’t a great fit
- You’re relying heavily on discounts or pushy sales tactics
- You feel invisible in your industry
If any of these hit a little too close to home, don’t worry—we’ve all been there. That’s why this series exists.
What Great Branding Can Do for You
Think of branding as the multiplier effect in business. When done well, it can:
- Differentiate you in saturated markets
- Build trust quickly and consistently
- Evoke emotion that drives decisions
- Command value beyond the features of your product or service
- Foster loyalty so strong that customers become ambassadors
Basically, it’s business steroids—without the side effects.
Thought Experiment: Party Edition!
Picture your brand as a person walking into a party.
- How are they dressed?
- What kind of conversations do they start?
- What do people remember about them the next day?
If that “person” doesn’t match the way you want to be perceived—your brand needs a glow-up.
Up Next in the Series…
Over the coming weeks, we’ll deep dive into the building blocks of a magnetic brand:
- Your purpose and values
- Your voice and personality
- Your visual identity
- The full customer experience
- Emotional connections that drive loyalty
But for now, take this with you:
“Your brand exists whether you build it or not. Might as well make it unforgettable.”
Your Turn: Brand Reflection
Before you go, grab a notebook or open Notes and answer these two questions:
- What do I want people to feel when they encounter my business?
- What do I want them to say about it?
Is your brand saying what you want it to say?
Take our 2-minute Brand Identity Quiz to uncover how clear, cohesive, and compelling your brand really is — and where it could shine brighter.
About the Author
Edward Chege is a Brand Identity Consultant passionate about helping businesses create authentic, impactful brand identities that resonate. With expertise in strategy, design, and storytelling, Edward helps brands unlock their full potential and stand out in competitive markets.
Want help developing your brand identity? Email me or connect on LinkedIn.
