Hint: It’s more than just a logo.

In this day and age, individual consumers have so many choices — for everything! From orange juice to toothpaste, how do we decide which product to buy, when there are 20 different choices in the supermarket aisle alone? 

Ultimately, we decide on a product based on our impression of the company that sells it to us. How is our impression of that company formed? It’s the result of meticulous branding.

“Just Do It” ad from Nike, from their 2018 “Dream Crazy” campaign. Image Credit: Nike©

Your brand is your reputation. 

A reputation is gained through exposure. Current and potential customers form an opinion every time they interact with a company, whether via a social media advertisement, customer review, or billboard.

As you can imagine, it’s impossible to control every aspect of a client’s interaction with a company, but that’s what branding and marketing are for! Things like logo design, website usability, advertising campaigns, and product presentation help potential customers distinguish one business from another.

Essentially, this is the company’s opportunity to promote its mission, and reiterate why it should be chosen over the competition.

Image Credit: The Coca-Cola Company©

Your brand is a conversation with your clients. 

The logo, website, and product design help to communicate a company’s brand, but they are not the brand itself. 

The brand is the company’s response when the customer asks: “Why should I choose these guys for my need?” 

Ideally, your answer to that will put forth the reason why clients should trust your company over the competitors.

In short, a brand: 

  • Is geared towards consumers
  • Differentiates the company from its competition
  • Explains the company’s purpose
Image Credit: Apple Inc©

Your brand is more than just a logo.

There are a lot of moving parts that make up a brand. Sometimes, it’s easier to think of these brand aspects based on two categories: tangible and intangible:


  • Logo
  • Color Scheme
  • Typography
  • Website
  • Social Media Presence
  • Advertisements
  • Product Presentation


  • Company Mission
  • Aesthetic
  • Overtone
  • Theme
  • Customer Reviews
  • Marketing Campaigns

The above is a short list, but ideally, the brand is present wherever there is customer interaction. 

Some people may describe their impression of a company as a “gut feeling”, but the truth is, potential customers are heavily influenced by how the company is presented to the public. 

This is why the best way to promote your company and attract clients is by having a defined brand. It ensures that customers know exactly who you are, what you do, and why you should be their top choice!

It pays to invest in your brand.

The best way to distinguish your company from the competition and elevate consumer interest is by increasing awareness of who you are and what you do. Today’s customers are faced with an overwhelming amount of choices, so when a company invests in its brand, it is promoting its product to stand out among the rest.

By thinking of your brand as your reputation, you can develop a comprehensive company mission reflected in more than just your logo. And, by comparing your marketing strategy to a conversation, you’ll be able to reach potential clients more effectively.

Invest in your brand and stand out among the crowd!

Explore how Kairos Design created award-winning branding for Macula Foundation, a leading NYC nonprofit, in our latest case study.

Interested in taking your business to the next level with a well-crafted brand? Schedule your (free!) consultation with us today.