Beyond the Logo: How Modern Brands Thrive
At the core of every memorable business is one thing: brand. Back in the day, branding was all about the look—a logo, a colour scheme, a typeface. These were the calling cards in a crowded market, the first point of contact between a company and its audience.
But the game has changed, big time. We're living in an era where much of our lives are lived online and people are empowered by choice. This shift? It's rewritten the brand playbook. Seth Godin said it best: "Marketing is no longer about the stuff you make, but about the stories you tell."
So, let’s dive deep into how brand strategy has evolved, from the old-school visual focus to today’s all-encompassing, full-vibe brand experience. If you're ready to build a brand that thrives on intention and alignment, this is your roadmap.
Traditional Branding—When Looks Were Everything
Branding’s been around for centuries. It started with making your mark -- literally. The earliest logos were branding marks placed on cattle. By the time the industrial revolution hit, mass production meant tons of products, and brands needed to stand out. Enter trademarks. This was when branding became modern, with businesses using words, colours, and symbols to rise above the noise.
Fast forward to the 20th century— Coca Cola, Chanel, and Ford took the lead as branding icons. Print marketing boomed, radio took over, and branding was straightforward—if you were seen, you were remembered.
It wasn’t until the mid-1950s that strategic brand management emerged.Businesses realized they needed more than just a pretty logo; they needed to connect with their audience emotionally. This was the start of taglines, slogans, and the beginnings of more complex visual designs.
But make no mistake—back then, branding was still visual-first, all about creating an identity that stuck. Companies focused on three key pillars:
Logos — The face of a brand–one look, and people got the vibe.
Colour Palettes — Chosen for psychological impact, they set the emotional tone of a brand.
Typography — More than fonts typography signalled personality, setting the tone with sharp edges or soft curves.
By the late ‘90s, branding powerhouses nailing visually and emotionally powerful marketing dominated. Take Chanel, for example. Founded by Gabrielle "Coco" Chanel in 1910, Chanel’s interlocked double 'C' logo isn’t just a design; it has become a symbol of luxury and timeless style. And, in case you were wondering if the power of branding can be measured, last year, Chanel pulled in $19.7 billion in revenue. Undoubtedly, icons like Chanel reveal the definitive power of brand, but the reality remains: times have changed. Digital media flipped the script, and today, branding goes far beyond just being seen. It’s about being felt. This is now the era of authenticity, and the focus has shifted from logos to full-on brand experiences.
The Shift: Modern Brand Strategy
With the rise of the internet and smartphones glued to our hands, the branding game has no choice but to transform. Now, it’s all about creating real connections with your audience–and the secret? Authenticity.
Here’s what’s driving the transformation:
Authenticity
Thanks to social media, brands are no longer megaphones blasting out sales pitches. Customers want realness. They’re looking for brands that have heart, not just hustle. And let’s be honest, if your brand’s values don’t align with your actions, people will see right through it.
Enter brand values. These are your guiding principles, the core of how you show up in the world. From—customer interactions, causes you support, or how you run your business, values are the key to building trust with the people who matter, from employees all the way to the end consumer.
Experiences
We’re drowning in digital noise—endless ads, emails, notifications. People want more than just a product; they crave experiences. That’s why personalized, community-driven marketing, and immersive brand moments are the new must-haves to build stronger emotional connections and foster long-term loyalty.
The new truth? Your brand isn’t just a marketing thing–it’s everything. It’s in the way your team answers the phone, how your website flows, even the type of invoice you send a customer. It’s no longer sufficient to ‘talk the talk’. Brands with staying power walk the walk.
Personality and Voice
Today, 57% of people choose to buy from brands because they dig their personalities. Former Starbucks CEO Howard Schultz nailed it when he said: "People want to do business with you because you help them see what they already have in their minds, hearts, and souls.” In other words, successful brands reflect the hopes, dreams, and aspirations of their customers. And sometimes, it’s not just what brands say—but how brands say it.
Take Wendy’s. Their cheeky, playful tone is a social media hit, where the brand engages with their audience in witty, sometimes sassy, banter.
On the other hand, brands like Dove take a supportive, empowering voice with memorable campaigns like “Real Beauty,” which champions self-confidence and body positivity.
The bottom line? Whether it’s the fun spark of Wendy’s or the thoughtful acceptance of Dove, both brands connect powerfully and directly to their audiences. Today, brand voice really matters–humanizing your business and giving it the kind of soul that people really feel.
‘Felt’ Narratives
When two companies have similar offerings, your story is what makes you stand out. A good story can be up to 22 times more memorable than fact-driven marketing. Why? Because we’re human. And humans connect through emotions. That’s why brands with staying power create compelling narratives and deeply resonant stories that echo the core values of their audience. The kicker? In a world where attention is currency, brands no longer have the luxury of sharing their start-to-finish MO in a single viewing session; sometimes all they can leverage is a feeling, sensation or ‘mood.’ Marketing means cutting through the clutter with stories customers can see themselves in, in 8 seconds or less. To deliver, you better know your brand from the inside—out.
Airbnb is a storytelling champ. Their "Live There" campaign didn’t just sell vacation rentals—it sold the idea of living like a local. Airbnb highlighted authentic experiences, featuring real hosts and unique stays that connected travellers to the culture and community of their destinations, making the brand feel more like a cultural passport than a booking site.
BONUS: Brand as Company Culture
We have to say it again: your brand is your business, and it influences everything, even your company culture. When your brand values are clear, they influence how your team shows up daily. A strong brand culture is a guiding promise. It pulls your team together and shows up in the way they interact with customers. When employees get the brand, they show up with purpose and a sense of belonging that flows into every single customer experience.
The juicy result? A strong brand culture that not only boosts employee morale, but creates a unified, cohesive experience. That’s the real win.
Building a Brand with Staying Power
So now that you’ve got the lowdown on what modern branding is all about, how do you build one that lasts? At Marrow, we take a phased approach–tailored, strategic, and led by insight to help you uncover your purpose so you and your brand align, thrive, and last.
Here’s a sneak peek into our process—
Brand Insights — AKA, the deep dive. We research, gather data, and deliver customized, holistic, and strategic recommendations that shape your brand.
Brand Foundation — Our Brand Model™ workshop digs into your brand’s purpose, positioning, and voice. Think vision, mission, brand story, and all the juicy verbal cues that lay a strong foundation to build upon.
Brand System — Time to design. We make an all-encompassing brand system, from logos to brand marks, colour palettes and more. Here, we create powerful visuals, so you can make your marky and endure for the long-haul.
Brand Path — Now, the activation. We identify pain points and untapped opportunities, weaving in strategy for your website, messaging roadmaps, channel marketing, and more.
Brand Expression — It all comes together. We unite everything with magnetic brand visuals. We’re talking art direction, look books, and styling for meaningful editorial concepts that will bring your brand to life.
Ready to create a brand that lasts? Let’s get started. Hit our inbox 💌
