The No-Nonsense Guide to Branding

Most branding advice is just noise—fonts, colours, and logos that look good but don’t mean much. Customers aren’t focused on your design choices; they’re asking if they can trust you. Branding isn’t about aesthetics—it’s about perception. Its what people say when you’re not in the room. If no one’s talking, you don’t have a brand—you have a logo pretending to be one. 

 

The Truth About Branding Nobody Tells You 

 

Here’s the truth most experts skip: your logo isn’t your brand. Customers don’t care about it as much as you do. What really matters is how your business makes them feel. Think of your favorite chai wallah or local restaurant—you might not remember their logo, but you remember the warm greeting, the personal touch, the experience. That’s branding. It’s not just design—it’s reputation, built through everyday moments that connect, comfort, and stay with people long after. 

 

Or consider Fevicol, India’s iconic adhesive brand. Their logo, is a case study in a School of Design. Say “Fevicol,” and people think “unbreakable bond.” It’s so ingrained that folks say, “Fevicol laga hai kya?” when something’s stuck tight. That’s brand perception—rooted in meaning.  

 

Your First Mission: Storytelling 

 

To build a brand that resonates, you need intention, a principle emphasized at the Presidency School of Design curriculum focused on Communication Design. Start with this exercise: grab a piece of paper and write exactly what you want people to say about your business when you’re not around. Be specific. “They make the best samosas in town, and they always nail my spice level” trumps “They have a cool logo.”  

Now ask yourself: What am I doing every day to earn those words? 
If you want customers raving about your samosas, are you using the freshest ingredients? Are your staff nailing that perfect spice blend every single time? 
If you're promising exceptional service, are you giving your team the power to fix problems on the spot? 
Every moment—every call, email, smile, or small gesture—is a chance to shape how people feel about your brand. 
It’s not just design—it’s experience design. And that’s exactly the kind of thinking nurtured at the Presidency School of Design, where students learn to craft entire brand journeys, not just visuals. 

 

The “No Logo Required” Strategy 

 

Here’s a gut-check question: If your logo vanished tomorrow, would customers notice? If you’re hesitating, or the answer is “no,” your branding needs a rethink. A logo, while a key element of Communication Design, is a visual cue. A logo, aids recognition, but it’s the feeling customers associate with your business that builds loyalty. 

Write one clear, powerful sentence that captures the heart of your business. Think: “We’re the tailor who never says no to tough alterations.” This isn’t just a catchy line—it’s your brand’s compass. It should reflect what sets you apart and why people keep coming back. Let it guide everything you do—from how you train your team to how you handle complaints. If an action doesn’t align with it, it’s time to course-correct. 

 

Map Your Touchpoints: Every customer interaction builds your brand. List every touchpoint—website, social media, in-store experience, customer service. Audit them. Do they align with the story you want told? If you’re aiming for warmth, does your email sound robotic? If it’s reliability, do you deliver on time? This holistic approach, often taught in a Presidency School of Design, ensures consistency across all channels. 

 

Listen and Adapt: Your brand isn’t just what you say—it’s what customers experience. Ask for feedback and act on it. If customers say your service feels rushed, slow down and prioritize connection. If they love a product, double down on what makes it special. Customers are your best branding consultants, offering insights no School of Design can replicate. 

 

Be Relentlessly Consistent: A brand is only as strong as its weakest moment. One bad experience can undo months of goodwill. Train your team to live your North Star, ensuring every interaction reflects your brand’s promise. Consistency, a key tenet of Communication Design, builds trust and recognition over time. 

 

Bringing It All Together 

Branding isn’t about chasing trends or obsessing over visuals, it’s about creating a perception so strong that customers can’t help but talk about you. Presidency School of Design at Presidency University helps you with real-world application of building a brand. 

 

Written by, 

Mr. Abhinav Srivastava 

Assistant Professor 

School of Design