Why branding is the business, and why getting it right isn’t optional anymore.
By Adam Buttress
- What branding is.
- Why it matters.
- Recognition and trust.
- Branding is a filter.
- Bad branding = expensive marketing.
- Internal alignment.
- Spotting bad branding.
- Not a trend – a multiplier.
- Your quick checklist.
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What branding is.
Branding isn’t your logo. Or your font. Or the tone of your About page. It’s the gut reaction people have to your business when you’re not in the room to explain it.
It’s what they think they’re getting from you before you’ve opened your mouth or sent a quote.
And you can shape that feeling. That’s the work.
Why it matters.
If branding isn’t part of your business strategy, you’ve already got a hole in the boat. You can grow a business without branding, sure, but it’s more complicated, slower, and much more expensive.
Branding is the shorthand that says, “This is what we do. This is how we do it. This is who it’s for.”
If that’s missing, expect to spend most of your time explaining yourself.
Recognition and trust.
People buy from those they remember. Who looks credible? Who feels right?
That decision happens in seconds, and it’s rarely rational.
Good branding means people recognise you. Great branding means they trust you before they’ve even spoken to you.
That trust? It gets you meetings, sales, referrals and pricing power.
Branding is a filter.
Not everyone needs to love your brand. If they do, you’ve probably made it too bland.
Good branding attracts the right people and subtly repels the wrong ones.
It’s not exclusion, it’s focus.
If your brand is for everyone, it won’t resonate with anyone.
Bad branding = expensive marketing.
If your marketing isn’t working, your branding probably isn’t either.
Every ad, post or email has to work ten times harder when people don’t already know what you stand for.
Nail the branding, and your marketing works; it builds on what people already know.
That saves time and money.
Internal alignment.
Branding isn’t just for customers.
A clear brand helps your team understand what the business stands for.
That alignment filters through to better decisions, clearer messaging, and a more substantial customer experience.
If your team’s not bought in, it’ll show. If they are, they’ll amplify the brand without trying.
Spotting bad branding.
If your brand isn’t clear, you’ll hear stuff like:
- “People don’t get what we do.”
- “We’re better than them, but they’re getting the work.”
- “We’re always explaining our value.”
It’s not always a design issue; it’s usually a clarity issue.
Strip things back. Get sharper. Be honest about what’s working and what’s not.
Not a trend – a multiplier.
Branding is not the icing, it’s the flour. You don’t add it at the end.
It shapes how you’re seen, how you sell, and how people feel about spending money with you.
Good branding increases margins. Drives referrals. And keeps your business from becoming just another option on a long list.
Your quick checklist: Branding Is the Business: Why Getting It Right Isn’t Optional Anymore.
Not sure where you stand? Try this:
- Check your last 10 bits of comms: Do they feel like they came from the same company?
- Ask someone outside the business: What do you think our brand is about? Does it match your answer?
- Line up your site with your competitors: Are you clearly different?
If the answer is no, fix it.
Not when you have time. Now.
Get your branding right, and everything else becomes easier. Get it wrong, and you’ll always be fighting uphill.
Adam Buttress is Brand Director at Toast. He helps businesses create brands that connect, convert and last.
