Got a logo? Great! Now you need a brand…

"Within every brand is a product, but not every product is a brand." This is one of the many brilliant insights from marketing icon David Ogilvy. We’re not quoting him because marketing quotes are like flowers (they always work) and because Ogilvy’s are the orchids among them—but because this is a message that should be pinned to the wall of every executive’s office.

Having a product, a service, or even a political party doesn’t mean you have a brand. Not even if you have a great name, a catchy slogan, and a strong visual identity.

"A brand is not a logo. A brand is not a corporate identity system. It's a person's gut feeling about a product, service, or company," says Marty Neumeier in The Brand Gap. And as Jeff Bezos put it: "Your brand is what other people say about you when you're not in the room."

In other words, you can’t just create a brand and be done with it—your brand is what evolves over time in the minds of your customers. It’s the relationship you have with them. The logo is merely a symbol that reminds people of that relationship. Like a photo of your spouse on your office desk—something you cherish not because they look great in the picture, but because of everything they mean to you. And let’s face it, your secretary is not worth risking that.

Marketing guru Martin Lindstrom even compares branding to religion, claiming that brands influence people in the same way faith does. What’s more, he seems to have proven it using fMRI technology. In his fascinating book Buyology, he describes a study in which 65 religious participants were shown images associated with iconic brands. Their brain activity was identical to when they looked at religious symbols such as a rosary or Mother Teresa.

Seems like Apple stores looking like temples is no coincidence…

Customers need to feel you’re the right choice

One of the most quoted statements about branding is Simon Sinek’s famous line from his 2009 TEDx talk: "People don't buy what you do. They buy why you do it."

His talk became one of the most-watched on TED, launched the massive success of his book Start with Why (translated into over 20 languages), and most importantly, shifted marketers’ thinking to where it is today.

Sinek rightly pointed out that it’s not enough for brands to have great products or services. They need a relevant reason why those qualities matter—why they strive for them. Whether it’s ideas, ideals, or even idols.

The world’s most valuable apparel brand, Nike, doesn’t just sell sports shoes with high-tech shock-absorbing soles. It sells a winning mentality, framed by the slogan Just Do It. Its why is to motivate ordinary people to push themselves—to get up in the morning and go for that run they promised themselves last night.

A brand must stay true to its why in everything it does: in the language it uses to communicate with customers, the topics it discusses, the aesthetics of its campaigns, the events it sponsors, the paper it prints on—or even in the development of the Nike Run Club app, which connects to shoes via special sensors.

It’s that why that helps customers choose between comparable products and, perhaps more importantly, reassures them they’ve made the right decision. That they want the brand to be part of their life. That they feel good about it. That they have a reason to stay loyal—just like in a strong relationship.

Customers need to know they can trust you

What is the foundation of any relationship?

Of course, it’s trust. And the same applies to branding—because branding is, at its core, a relationship with your customers. And trust isn’t just about truthful advertising, product quality, punctuality, or customer service. It’s also about authenticity and the consistency of your actions.

And this is the perfect moment to acknowledge that earlier, we only quoted the first part of Simon Sinek’s key message. His full statement is: "People don't buy what you do. They buy why you do it. And what you do simply proves what you believe."

Your why may be the key—but it has to fit the right lock. Making promises you can’t keep, pretending to be something you’re not, or acting against your core values will eventually backfire. In the age of social media, even more so. And with Gen Z (which already makes up over 40% of the global consumer population), it matters most of all.

One of the best-known examples is Patagonia, which has defined its why for decades with the statement: We’re in business to save our home planet. In 2022, its founder Yvon Chouinard, after nearly 50 years, transferred ownership of the company to trusts and nonprofits dedicated to fighting climate change—ensuring that all future profits go toward environmental protection.

We’d love to be your relationship advisors

Like any strong relationship, a brand requires ongoing care. Clear communication. Mutual respect. Keeping things fresh. And we know how to help you build and maintain those bonds with your customers through our BrandCore agency.