A Brand is More Than a Logo

Unpacking Brand Identity

Although the words ‘brand’ and ‘logo’ are often used interchangeably, a logo is only one small component of your brand, or brand identity.

Brand identity comprises who, or what, your brand is at its core: the values to which your brand adheres, the ways you communicate your products and services, and the emotional response you wish to evoke from those who engage with your brand. It’s what sets you apart from your competitors — your point of difference.

A brand with a sound identity will leave a long-standing impression on its customers. Brand identity is the process of carving out, and then refining, that impression.

With the new year comes new business ventures. During those important preliminary planning stages, you should be considering your brand’s identity. Once your brand identity is established, this is then emulated through elements such as your name, logo (including colours, shapes and symbols), jingle, the language you use (including slogan and mission statement), the platforms on which you promote your product, and how you interact with your customers. As you can see, it’s much more than just a logo!

As a brand agency, the team at Principle Design understand the importance of developing and maintaining a strong brand identity. This is why we place so much importance on brand strategy. Through our proven processes and workshops, we unearth your brand’s identity and ensure consistency throughout your brand, its unique story, and selling point. It’s a much more in-depth process than merely patching a logo together and hoping it will be enough to fill in all the blanks.

We believe some of the benefits of defining your brand include, but are not limited to:

Become a Trusted Authority in Your Field

For others to believe in you, you must first believe in yourself. This same thinking also applies to brands. A solid brand identity is not only reassuring to customers, but it also gives your brand something to stand for — a mission statement. Confidence creates credibility and credibility is what makes you an authority in your chosen field.

Standing out in the Crowd

In order to make a difference, it’s important to understand your brand’s point of difference. If you have a well-developed identity, it will be much easier to pinpoint what makes your brand unique and to tell that story.

Identities are developed through experiences and emotions, and these elements are best shared through storytelling. The story of a brand can be paralleled to any good story. There can be characters, a plot, setting, point of view, style and theme. A good brand story is meaningful, authentic and emotive.

People will want to spend the time and money getting to know your brand if your story is worth hearing, creating a memorable experience that ensures you stand out from your competitors.


Good brand identity will be deep and multi-faceted. When executed effectively, a brand’s identity will become the template for all aspects of your advertising, as well as your online and in-store presence. A well-thought-out identity affords a brand preparedness to promote themself in any medium and create lasting impressions.

Consistent and positive impressions lead to credibility among your competitors and instil a sense of reliability for customers. This, in turn, generates positive reviews and repeat business.

Attracting New Customers While Retaining Old Ones

A brand who knows who it is, and what it stands for, will attract, and retain, more customers. Customers remain loyal to well-developed brands because their full-bodied identity affords them a sense of belonging. As they say, a good product generates customers, but a good brand generates advocates.


We would love to hear more about your next project, book a time to discuss with us or Call Us 9416 2717

Brand Design
Brand Design
Brand Design
ecosa - Brand Design
Brand Design