We often think of a “brand” as a logo, a catchy name, or a colour palette. And yes, those things matter, but a brand is so much more than just visuals. It’s everything a company says, does, and stands for. It’s your reputation. It’s how people feel when they hear your name.
So, what exactly does a company brand consist of? Let’s break it down.
- Visual identity
In simple terms, how your brand looks. This will include:
- Logo – a distinctive visual which is instantly recognisable.
- Colours – choices that evoke emotions, tell a story and demonstrate professionalism.
- Typography – Fonts carry tone. They can clean and modern, or classic and elegant.
- Imagery – photos, graphics, and illustrations which help set the mood and style of a brand.
These elements are often the first touchpoint someone has with your brand, so consistency and impact is key.
- Tone of voice
If your brand could speak, how would it sound? Friendly and informal? Professional and authoritative? Witty? Compassionate?
Your tone of voice should feel aligned with who you are as a company and it should carry across everything: your website, emails, social media, ads, even internal comms.
It’s not just what you say, it’s how you say it.
- Core values
Your values are the principles that guide your business decisions. They tell your audience what you stand for beyond profit.
Are you committed to sustainability? Do you prioritise innovation? Is community at the heart of what you do?
When your values are clear (and followed through), you attract customers and employees who share them. That’s powerful and makes sure the business grows with the right client base.
- Mission & vision
Your mission is what you’re doing now. Your vision is where you’re going.
Think of these as your “why.” Why do you exist? What change are you trying to make in the world?
When your mission and vision are well-defined, they help align every part of your business, from strategy to culture to customer service.
- Customer experience
Your brand isn’t just what you say it is. It’s what people experience.
From the first click on your website to the post-purchase follow-up, every interaction matters. That includes:
- Website usability
- Customer support
- Packaging
- Delivery times
- In-person experiences (where applicable)
The most memorable brands are the ones that consistently show up for their customers in meaningful ways.
- Positioning & messaging
Your positioning defines where your brand sits in the market and how you’re different from the competition.
Are you the affordable option? The luxury choice? The innovative newcomer?
Clear messaging helps people quickly understand what you offer and why it matters to them. If your messaging is muddy, you risk being forgotten.
- Reputation
Finally, your brand is shaped by how people talk about you when you’re not in the room.
That includes:
- Online reviews
- Word of mouth
- Social media chatter
- Press coverage
Reputation can’t be faked or fast-tracked. It’s earned and it’s the result of all the other elements working together.
The bottom line
A brand isn’t just a logo or a slogan. It’s a business ecosystem, a carefully built mix of visuals, values, voice, and experience. It’s how your company makes people feel. And when done well, it’s the most powerful tool you have.
If you’re building a brand, or thinking about refreshing one, start by asking: What do we stand for? What do we want people to remember us for?
In the end, branding is not just about being seen. It’s about being remembered, for all the right reasons.