Nurturing a Brand Mindset in Business

This question often sparks debate. Let’s clear the air: your brand is not your logo! Your brand is the soul of your business, the essence that gives actual value to the logo (and not the other way around).

Think about Nike and it’s iconic swoosh logo. This visual trademark is instantly recognizable worldwide. Yet, Nike’s brand extends far beyond it’s logo. Your logo serves as a quick visual reminder of the different associations, experiences, and perceptions people have with your brand. It’s a symbol that provides meaning, recognition, and purpose. However, it’s essential to understand that a brand encompasses far more than just a logo.

Your brand is the soul of your business—it’s who you are, how you behave, your unique values, and what sets you apart. As Jeff Bezos famously said, “Your brand is what people say when you’re not in the room.” While your logo is a defined visual representation, your brand is what resonates in the hearts and minds of your audience.

Your brand is not what you say it is – Is what other people say it is

Managing the gap between what you claim to be and what others perceive you as is crucial, and YOU, as brand owner play an essential role here. This involves establishing a strong foundation for your brand, defining core principles, and ensuring alignment between perception and reality. Consistency is key in bridging this gap, maintaining coherence between your visual identity and your brand’s essence.

So, let me ask you again… Is your brand a business or a logo?

Hear me out! If you are looking to stand out and consolidate a spot in the marketplace there is no wrong answer here. Not all businesses are brands, and that is also OK. But I want you to keep something in mind: Your brand is (and should always be) a long-term objective! one that requires intention, continuous nurturing and refinement.

Starting with a logo and a brand identity is already a solid first step on the journey toward building a brand. It provides a tangible representation of your business while laying the groundwork for future brand development. But in order to cultivate a brand mindset in business, ask yourself these key questions*: What value do you provide? Who is your audience? What message are you conveying? Through which channels? Can you deliver on your promises? And why should anyone care? These questions guide you in crafting a brand that adds genuine value to people’s lives.

*inspired by the book Brand Principles: How to be a 21st Century brand by Kevin Finn


Even if you’re starting with just a logo, embracing the principles of branding ensures that you’re laying a foundation for growth. Let’s embark on this journey of brand building together. Whether you’re starting with a logo or striving to elevate your existing brand, nurturing a brand mindset will set you on the path to lasting impact and recognition in your industry. Ready to begin?


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