Why your brand has nothing to do with a logo or the colour of your palette

Why your brand has nothing to do with a logo or the colour of your palette

If you want your business to thrive, you need to build your brand. But how do you go about it?

By Matt Smith

A common misconception in marketing is that “brand” refers exclusively to a company’s unique name, logo and colour palette.

    ...really top brands provoke an emotional reaction. They make consumers feel something.  

This is understandable given that most definitions of brand all point in that direction. The word itself originates from the individual mark made on farm animals to identify them.

And of course there is huge value in the visual aspects of a brand. It expresses the core identity of a company, product or service. But the elements that contribute to a strong brand stretch way beyond the visual to encompass a host of other factors.

Brand is in the eye of the beholder

Strong brands have an abundance of personality, coupled with a healthy dose of reliability. They possess the natural ability to communicate their values in everything they do.

They have the depth and substance required to attract people, and the consistency and reliability needed to retain them.

But most importantly, really top brands provoke an emotional reaction. They make consumers feel something.

This is what separates successful brands from the rest – the feelings and emotions that someone will experience as a result of interacting with them.

And it’s worth highlighting that not all customer interactions revolve around the product or service itself. There are many touchpoints that occur before, during and after a purchase.

Why your brand has nothing to do with a logo or the colour of your paletteAd campaigns, social media engagement, pre-purchase information, after-sales support, even the way a complaint is dealt with. None of these touchpoints involve the actual product or service, but each generates an emotion or feeling. Good or bad, happy or sad, satisfied or frustrated.

And it’s the sum of those feelings that determines how a brand is perceived in our mind’s eye, encouraging either a positive view or a negative one.

Brands have to make you feel something

Think about your favourite and most memorable ad campaigns, and how they made you feel. The inspiration of Nike, the humour of Specsavers or the empathy and warmth of John Lewis. None of these approaches put any effort into promoting a specific product or service. Instead they trigger a feeling or emotion that attracts the audience.

Disney is without doubt the king of this domain. Whether it’s a movie, song, toy or visitor attraction, the product quality and customer experience is the same. So too are the feelings and emotions that each one of these media generates: hope, inspiration joy, happiness… all laced with a touch of magic.

    It doesn’t matter which end of the spectrum a brand lies, as long as it consistently delivers on what customers expect.  

Each one of these products, and the experience they offer, is perfectly aligned to the overarching Disney brand. Even the lyrics in Disney songs participate in its wider brand identity.

As a result, you can easily recognise a Disney product, with or without any visual branding.

Great brands exist at both ends of the market

Strong brands don’t always represent premium, luxury or status. It doesn’t matter which end of the spectrum a brand lies, as long as it consistently delivers on what customers expect.

Take a low-cost airline as an example. It may not always be known for outstanding customer service, but what it provides is cheap, no-frills, flights. And of course grabbing a quick and easy bargain, in the most convenient way, comes with its own feelings of satisfaction and pleasure.

The airline understands its customers’ expectations, and consistently delivers on them. No more, no less. As a result, customers know exactly what to expect, and their perception and confidence in the brand are high because of it.

So whichever end of the market you’re positioned, remember that there are many identifiable characteristics of a strong brand. A catchy name and attractive logo are only the start.

© 2020 Just Recruitment Group Ltd

Published: 20 February 2020

If you enjoyed this article, you may like: Where’s the value in your values?

You may also enjoy: How to deal with tension in the family firm

Jobs currently available

New job
QA Manager
Sector: Engineering and Manufacturing
Salary: Discussed on application
Location: Saffron Walden
Role: Full Time
Contract: Permanent
Job ref: 910873
About the role

Our client is seeking an experienced Quality Assurance Manager to join them on a permanent, full-time basis. This opportunity offers stability, longevity and professional development.

Reporting directly to the MD, the Quality Assurance Manager will be responsible for:

  • Maintaining and improving the Company's Quality Management System and ensure internal compliance
  • Working with all departments to ensure their procedures are being followed and to improve their internal and cross-functional processes and procedures
  • Ensure that the quality of current and newly introduced products is compliant and traceable
  • Coordinate Quality activities with all over departments
  • Develop and improve quality relationships with all customers of the Company
  • Responsible for all Quality activities and personnel in the Quality Department for the Company
  • Provide strong leadership in the day-to-day operations of the Quality department and mentor the members of the team
  • Establish performance goals for all departmental employees and monitor performance on a continual basis
  • Oversee all hiring, appraisal, training and discipline of Quality personnel
  • Member of the Company's Management team
  • Produce the Quality element of the company's annual Budget
  • Formulate the departmental strategy aligned to the overall Company strategy
  • Embed a Continuous Improvement culture within the Quality Dept and contribute to the Continuous Improvement programme across the site


  • HND or equivalent qualification in Engineering or a related technical field required
  • Minimum 5 years experience in a Manufacturing environment
  • Ability to articulate (verbally and in writing), defend and negotiate Quality expectations with internal and external customers at all levels of management
  • Good interpersonal skills with the ability to guide and educate/train at all levels
Read more
New job
Customer Service Administrator
Sector: Customer Service
Salary: £22,000 per annum
Location: Halstead
Role: Full Time
Contract: Permanent
Job ref: 910871
About the role

Just Recruitment is delighted to be supporting a well-regarded organisation at the forefront of its sector that is looking to add a Customer Service Administrator to its team, due to growth – based on the outskirts of Halstead.

The main purpose of the role is to service current and prospective customers by receiving and processing orders, enquiries and general information in a timely and courteous manner.

Key tasks include:

  • Answering incoming calls, giving product information, lead times, dealing with general enquiries and queries, redirecting calls to relevant departments
  • Raising and inputting orders and proforma invoices
  • Raising quotations
  • Amending orders, as required
  • Scanning documentation
  • Liaising with Areas Sales Managers and responding to their requests
  • Arranging couriers and/or carriers as required
  • Any general office associated duties

Key requirements for the role:

  • Excellent computer skills
  • Good eye for detail
  • The ability to work well under pressure
  • Courteous

Previous experience requirements:

  • Previous Customer Service Administrative experience gained within an office environment
  • Excellent telephone manner with the ability to communicate at all levels
  • High level of attention to detail and accuracy
  • Good working knowledge of Microsoft Office and experience of in-house systems
  • Ability to multi-task and prioritise own workload
  • Exceptional communication skills, both written and verbal
  • Understanding of the importance of data protection and adherence to the process

Offering free parking and an excellent working environment, this is a great opportunity to join a growing team.

Working Monday to Friday 37.5 hours per week - offering a competitive salary and company benefits.

Read more
New job
Production Operative
Sector: Engineering and Manufacturing
Salary: £8.91 per hour
Location: Needham Market
Role: Full Time
Contract: Temporary
Job ref: 910811
About the role

Want to work in a safe, clean environment?
And have the possibility of ongoing work?

Just Recruitment is recruiting for a Temporary Production Operative to be based in Needham Market.

Duties include:

  • Ensure all final and completed products are packed to the customer specifications                               
  • Informing Line Leaders of defects found in the products
  • Keep machines supplied with packing materials and labels
  • Assist the Line Leaders with handovers and changeovers
  • Responsible for general cleanliness of the production area and removal of production and general waste
  • Check products on the line for quality and defects
  • Basic production duties carried out in a fast-paced environment

Working hours:

8.30am - 5.00pm Monday to Friday

Read more
New job
Logistics Coordinator
Sector: Transport, Logistics and Shipping
Salary: £24,000 per annum
Location: Ipswich
Role: Full Time
Contract: Permanent
Job ref: 910869
About the role

Just Recruitment is delighted to be supporting, a well-regarded, family-run business on the outskirts of Ipswich.

You will be responsible for assisting with the loads out operation of the business by ensuring that the process from collection to arrival at the final destination is fully supported by the relevant goods in haulage documentation.

You will also be supporting the sales function of the business by dealing with customer queries in terms of both sales and operations as well as assisting with various ad-hoc marketing campaigns. This is a very varied role and requires flexibility, commitment and a substantial desire to learn and grow with the flourishing business.

Duties will include:

  • Process orders and oversees the order to completion of paperwork
  • Facilitate the shipping of products from one destination to another
  • Arrange transportation with outside hauliers
  • Receive paperwork from the Weighbridge department and check and complete the paperwork within the allocated time allowed
  • Answer calls and emails relating to customer queries and log them on the CRM system and resolve any outstanding issues raised
  • Keep CRM records up-to-date
  • Work with the sales and operations team to ensure that high customer service levels are achieved and delivered to all customers you are responsible for at all times

Skills required:

  • Good Microsoft skills including Word, Outlook & Excel
  • Ability to work proactively on an independent basis as well as be a good team player
  • You will have the interpersonal skills necessary to develop and sustain effective relationships with team members of other departments and with all customers
  • Good attention to detail and analytical skills
Read more
New job
Legal Secretary (Part-Time)
Sector: Law and Security
Salary: Up to £11.00 per hour
Location: Witham
Role: Part Time
Contract: Permanent
Job ref: 910868
About the role

Just Recruitment is delighted to be supporting an established business, based in Witham looking to add a highly-skilled secretary to their long-standing team.

The role will involve, audio typing, preparing documents, answering the phone, dealing with enquiries and assisting colleagues as well as directing queries as needed.

Key responsibilities to include:

  • Audio typing – dictation
  • Preparing letters and drafting documents
  • Handling diaries and booking appointments
  • Answering the phone and dealing with queries
  • General secretarial and office-based duties

As well as having experience in a secretarial position, you will have audio typing experience and excellent typing skills. The role requires you to have a good level of IT literacy, experience of Word (essential) and Excel would be useful. You will take pride in your work and have a caring and sympathetic nature.

Please note this role is part-time.

This is a great opportunity, offering a good pay rate and company benefits.

Read more