Branding Is More Than a Logo: Why Perception, Experience + Consistency Matter
When most people think of branding, they picture a logo, a color palette, or a slick website. But at its core, branding is so much more than visual design; it’s about perception, experience, and alignment across every touchpoint of your business. Amanda Shilling, Founder of MINT, outlined for us what branding really means and why it’s critical for both clients and internal teams.
“Branding really is about how your company feels or is perceived by others,” Amanda explains. “That applies not only externally with potential clients + current clients, but also internally, because your team matters too. When they interact with clients, everyone should be representing the company consistently and positively.”
While logos, colors, and design elements are important, Amanda emphasizes that a brand’s “vibe” is what draws people in, or pushes away those who aren’t an ideal fit. “Sometimes you want to deter certain people or businesses because they’re not your ideal customer, and that’s okay, but then your brand needs to fully own that,” she says.
Many people still equate branding with a logo because of historical perceptions; after all, the term also comes from cattle branding. Amanda explains:
“Foundationally, people think: ‘My logo is done. Check. My business is going to be successful.’ That’s not the case. Branding is everything: your phone conversations, website interactions, social media engagement, and every other touchpoint in your business. Even text marketing, the content you put out, and customer communication. It all represents your brand.”
Simplifying content and communication is critical to prevent consumer confusion and reinforce your brand’s clarity.
Amanda points to a few clear signals that a brand may be missing the mark:
- Lack of engagement: If audiences aren’t responding to content or interacting with your business.
- Declining revenue: A drop in sales can indicate that the brand isn’t resonating.
- Low team buy-in: Internal teams that aren’t proud or engaged in representing the brand can signal something is off.
“Sometimes it’s better to start fresh rather than patch things together,” Amanda notes, highlighting the importance of brand audits and internal alignment.
Branding isn’t just visual; it touches the five senses. Amanda explains:
“Think about how a business feels, looks, smells, sounds and even tastes. From a restaurant that smells amazing to a clinic that doesn’t maintain a clean environment, those sensory details influence customer experience. It’s also about digital and other offline touchpoints: your website, phone interactions, and social presence all contribute to the brand experience.”
Amanda shares how a brand transformation helped General Equipment gain internal alignment and customer confidence.
“Many didn’t understand what branding was at first. My role was to educate and help people buy in, creating internal brand ambassadors. We simplified their visuals, eliminating conflicting logos and ensuring every touchpoint reflected the brand consistently.”
From updating stickers on equipment to offering free apparel exchanges, every detail mattered. The result? A living, breathing brand that employees and customers understood and trusted.
Branding will continue to evolve as businesses and audiences change. Amanda emphasizes education and genuine care:
“We need to show the value of branding and ask the tough questions. ROI isn’t always immediate when building a brand, but showing that intention and consistency matters. Our team’s due diligence and multi-layered approach allows us to deliver unmatched value.”
Branding isn’t just what you see, it’s what you feel, what you experience, and how consistently it’s represented across every touchpoint. From internal teams to customers, a strong brand creates clarity, builds trust, and drives meaningful engagement.
