From Logo to Legacy: The Importance of Brand identity

In today's competitive marketplace, branding is more important than ever. It's not just a logo, it's a way to communicate your values and differentiate yourself from the competition.

In today’s competitive business environment, branding has become an essential component of any successful marketing strategy. From small businesses to multinational corporations, effective branding helps to establish a company’s identity, create a unique image, and communicate its values to its customers. In this blog, we will explore what branding is, why it is important, and how it can benefit your business.

What is branding?

Branding is the process of creating a unique name, symbol, or design that identifies and differentiates a company’s products or services from those of its competitors. It is a perpetual process that involves identifying, creating, and managing the cumulative assets and actions that shape a company’s brand identity.

Perpetual process

Branding is not a one-time event but a continuous process of building and maintaining a company’s brand identity over time. It involves consistent efforts to create, maintain, and evolve a brand that resonates with its target audience.


Create, manage Effective branding involves identifying the unique selling points of a company’s products or services, creating a compelling brand message, and managing the various components of a brand identity, such as the logo, tagline, and brand voice.

Cumulative assets and actions

A company’s brand identity is the result of cumulative assets and actions, including its logo, website, packaging, advertising, and customer service. Each of these elements contributes to shaping the overall perception of a brand.

Perception of a brand

A brand is not what a company says it is but what its customers perceive it to be. A strong brand identity creates positive associations in the minds of customers, helping to differentiate a company from its competitors and build trust and loyalty.


Branding involves not just customers but also other stakeholders, such as employees, shareholders, and partners. A strong brand can improve employee pride and satisfaction, attract investors, and create partnerships with other businesses.

Why is branding important?

Branding is essential for businesses of all sizes, from startups to established enterprises. It offers numerous benefits, including:

Branding increases business value

A strong brand can increase a company’s value by enhancing its reputation, attracting new customers, and generating loyalty. A strong brand identity can also help a company to charge premium prices for its products or services.

Branding generates new customers

A well-crafted brand identity can help a company to stand out in a crowded marketplace, attracting new customers and increasing its market share. A strong brand can also create a sense of trust and credibility, encouraging customers to choose a company over its competitors.

Improves employee pride and satisfaction

A strong brand identity can also improve employee pride and satisfaction. When employees are proud to work for a company with a strong brand, they are more likely to be motivated, engaged, and loyal, which can lead to improved productivity and better customer service.

Creates trust within the marketplace

Branding helps to create a sense of trust and credibility within the marketplace. A strong brand identity can give customers confidence in a company’s products or services, encouraging them to make repeat purchases and recommend the company to others.

Branding in practice

Branding is not just about creating a logo or tagline. It involves developing a comprehensive strategy that encompasses all aspects of a company’s identity, including its products, services, messaging, and customer experience. Some key components of an effective branding strategy include:

  • Define your brand: Start by defining your brand identity, including your mission, vision, values, and personality. This will help you create a consistent brand message across all your communication channels.
  • Develop your visual identity: Your visual identity, including your logo, color scheme, typography, and imagery, should be consistent across all your marketing materials. Use high-quality visuals that represent your brand personality.
  • Build your online presence: Your website and social media profiles are crucial for building your online presence. Make sure your website is easy to navigate and visually appealing, and that your social media profiles are active and engaging.
  • Engage with your audience: Use social media, email marketing, and other channels to engage with your audience and build brand awareness. Respond to customer feedback, comments, and reviews to show that you care about your customers and value their opinions.
  • Monitor your brand: Monitor your brand reputation by regularly checking online reviews, social media mentions, and other feedback. This will help you identify areas for improvement and address any negative comments or reviews.


In conclusion, branding is a critical component of any business strategy. It’s more than just a logo or a catchy slogan; it’s a way to communicate your company’s values, personality, and vision to your audience. By building a strong brand identity, you can differentiate yourself from competitors, increase brand loyalty, and generate new customers. Remember, branding is a perpetual process, so make sure you continually identify, create, and manage your brand to stay relevant and competitive in today’s marketplace.

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