What a brand is (and what it isn’t).

You’ve probably heard that your brand is more than just a logo. And while that’s true, it still leaves a big question unanswered for a lot of people.

So… what is a brand, then?

If you’re a business owner, startup founder, or marketer trying to get to grips with brands and branding, this one is for you.

What a brand is

A brand is the overall perception people have of your business. It’s the feeling they get when they see your name, hear your story, or interact with your products or services.

A strong brand is made up of several elements, and together they create an identity that builds trust, recognition, and emotional connection with your audience.

1. Visual identity

This includes your logo, colour palette, typography, image style, and layout choices. It’s what makes you visually recognisable.

2. Tone of voice

This is how your brand speaks. Whether you’re casual, clever, confident, friendly, or formal, your tone should be consistent across all touch points like your website, emails, social media, and customer service.

3. Your story

Every brand has a story. You might not realise it, but think about where you started, why you do what you do, the people behind it. A clear brand story makes you more relatable, memorable, and trustworthy.

4. Values and purpose

People connect with what you stand for. What do you believe in? Why do you exist? Your brand values help shape your messaging and attract like-minded customers.

5. Customer experience

From your packaging to your emails, every interaction contributes to your brand. A brand is felt as much as it is seen.

6. Positioning

Where do you sit in the market? Affordable, premium, disruptive, or traditional? Whatever your angle, clear positioning helps the right people find (and choose) you.

In a nutshell, your brand is the impression people form based on how you show up and how that makes them feel.

What a brand isn’t

Just your logo.

That’s like saying your personality is just your haircut. While your logo is important, and every great brand deserves a great logo, it’s just one piece of the puzzle. Without a bigger story, clear tone of voice and a consistent identity to back it up, it’s just a visual identifier.

A trendy colour palette

Picking colours you like from Pinterest doesn’t make a brand. Real branding uses colours, fonts and imagery that speak to your audience, triggers emotion and reflect your values.

Think about Coldharbour Creative - our colour palette is inspired by the Jurassic Coastline and captures the feeling of calm and clarity that comes with being by the sea. It’s a subtle nod to our roots, and a reminder that great design should evoke emotion as much as it represents identity.

What you sell

What you sell is your product or service. Important? Of course. But your brand is something else entirely. Two businesses can sell exactly the same thing and still feel completely different. That difference is its brand. It’s the personality, positioning, and purpose wrapped around the offer. It’s what turns customers into loyal fans and ambassadors.

A clever strapline

A strapline is just one way to express your brand – a snappy line that sums up your vibe, your mission, or your values. But it’s not the brand itself. A strong brand runs deeper than a clever phrase. It’s how you speak, look, act and show up consistently across everything you do, from packaging to social media, email and customer service.

A one-hit wonder

It’s not something you launch once and tick off the never ending to-do list. It’s not just a shiny new logo or a loud campaign that gets people talking for a week and then fades into the background. A strong brand sticks around. It shows up day after day, in the little details as much as the big moments - from your Instagram captions to your customer emails.

Consistency is what builds trust, and trust is what builds businesses. So while that logo or campaign might turn heads, it’s what comes next - how you show up, how you sound, how you make people feel.

Why it matters

A well thought-out brand helps you:

• Stand out in crowded markets

• Build trust and recognition

• Attract the right customers

• Create loyalty and emotional connection

And, the one we think is most important - it turns your customers into brand champions. The kind who tell their friends, leave glowing reviews, share your content, and cheer you on without being asked. When people genuinely connect with your brand, they don’t just buy from you, they become part of your story.

Brand vs branding

Your brand is the perception people have of your business. It’s the feeling they get when they see your name, hear your story, or interact with you. It's made up of your values, voice, personality, and how you make people feel.

Your branding is how you and express that perception. It’s the visual and verbal toolkit - logo, colours, fonts, tone of voice, photography style, and messaging.