The importance of defining your brand

24 October 2017

As a follow on from my last blog How to create trust in your brand, I wanted to find out more about the importance of defining your brand, when it comes to our business identity.

I asked my good friend Anna from Blue Tongue Design to share some of her knowledge.

”As businesses we should be building relationships, connections, listening to our customers, taking actions and always living up to the promises we make.
When you’re considering purchasing something from a company there’s always one very important factor that plays a big role here and that’s ‘TRUST’. You can like the look of the company, you may even love the product, BUT if you don’t trust the brand you’re not going to buy from it.

“A brand is a persons gut feeling about a product, service or company, you can’t control this process but you can influence it”
(The Brand Gap by Marty Neumeier)



Brand has become more important now than ever before because of how today’s society has moved on, choices have increased so considerably and the average consumer is now exposed to 1000’s of advertisements, messages and images, and with google at their finger tips, it’s so overwhelming that having an emotional connection is more important now that it ever has been. If a company is able to connect with their consumers they have a genuine advantage over their competitors. Because once a person trusts a brand they can buy it now and worry about the rest later. It’s the trust element they feel towards a product, over its features and benefits, that can determine whether they buy one product over another.

This is why creating an emotional connection to your customer is so important, because in the end a company doesn’t define a brand, a brand is defined by individual people. Each person creates his or her own perception of it, and……..

“When enough individuals arrive at the same gut feeling, a company can be said to have a brand. In other words, it’s  not what YOU say it is. It’s what THEY say it is”
(The Brand Gap by Marty Neumeier)

Coca-Cola, Apple, Ikea, Virgin, google, Sony, these business’s are all about what they stand for, not what they sell, which is why they’ve become household names.


There are lots of different elements that define a brand, which can influence your brand such as the customer experience, product/service, visibility etc. You can influence your brand by communicating the qualities that make you stand out, but gaining ‘trust’ should be at the top of your list.

So you can’t control your brand but you can influence it, for example by improving your products/services, marketing, being consistent with your message and visual identity. Ensuring your visuals are clear and consistently applied across all communications reinforces your identity and drives trust. Consistent use of your logo, making sure you stick to your style guide, colour palette, typeface, correct use of spacing of your logo etc is all very important as this will help to strengthen your brand identity.
It’s worth investing in a good, strong brand identity as first impressions will count!”

Brand design

Anna is the founder of Blue Tongue Design and helps all kind of businesses with their brand design. The business has grown organically by word of mouth and referrals from clients who love Anna’s clean, simple, pared down approach to design. Anna’s modus operandi is to meet new clients and listen to them talk about their business while she sketches their words. She then goes away, conducts more research and distils all of this to the brand’s essence and that informs her design. An active, interested and analytical listener, she is exceptionally talented at this process producing insightful and sensitive expressions of the brand and indeed to developing clients’ thinking about their own brand identity.

Her work is characterised by a clean, elegant, honed down style. Its interest is in ease of use and communication. Of course communicating complexity in a simple manner is no small task, but she is skilled at finding the brand essence and making it visible.

Her work has been recognised by Logoloungue in 2015 and again in 2017 and has defined award winning community groups.
To find out more visit