Brands: What are they and how do they work?

Updated: Oct 18, 2018

By Michael Noone


You may think that your business success will rise and fall on how your logo looks, or even how many hits you get on your website, but this is not entirely true. True success is finally measured by one thing - your sales... obviously. But what role does your brand or branding play in all of this?

 Photo credit:  |  Kal Loftus @kalvisuals
Photo credit: | Kal Loftus @kalvisuals

Does your business do what your brand says it does?


There are an extraordinary number of factors that influence your business' success or failure and for us to tell you that we have the final solution would be a flat-out lie, however, we are definitely part of the solution. If you're a brand-new start-up, or a strong Australian business with 50 years of experience looking to take the next step, getting your brand right, not perfect, but right is one huge step towards future success.

Whaat?! A branding agency that doesn't want to re-do my logo straight off the bat? Correct. As we said, there are so many factors that go into your business success and we have seen some very ordinary looking brands do extremely well. In the final analysis, it was never about the logo anyway. The thing that matters is; did your business actually do what it said it would do? If it did, and you did it well, customers will come back with their friends in tow.

The first challenge that any business will face is; how do we actually let people know that we offer a particular service or sell amazing products?That's called advertising, it's everywhere and anywhere, it's loud and proud or loud but pretending to be quiet. Advertising is the necessary evil that all business needs. If done well, it brings a smile to the most hardened faces and loosens their purse strings, or at best, brings actual change to our society. But what do you say and how do you say it? That's the other side of the same coin.

Regularly and consistently letting people know why you are better, easier to work with, or more reliable than the next guy is part of your brand and we believe that a good brand speaks for itself. A good brand will create a series of sub-conscious assumptions in the mind of the audience enabling them to trust you enough to make the first step towards either engaging your services or purchasing your products.

For example, a Police officer wears a uniform to identify him or herself to the public as an officer of the law. When we see this uniform we sub-consciously make a huge range of assumptions about their willingness to help, serve and protect (this is, largely-based on past-experiences and how influential people in our lives have spoken about them). And so it is with your brand, we want someone to see your brand (the clothes around your business) and very quickly make a series of positive assumptions based on what they see. After the assumptions are made, there will be a rapid-fire series of enquiries in a person’s mind determining whether or not they want, or need, what you have to offer.

Now it's over to you, they're in the door making further enquiries and deep down wanting to know if you, your service or your products are actually as good as you say they are... or are they even better?

#brand #buildabrand #nuancebranding #westernsydney