Essentials of Brand Building: Going Beyond the Logo


In today’s fiercely competitive business landscape, a strong brand presence is not just a luxury; it’s a necessity. Whether you’re a startup or an established company, a logo alone won’t capture the hearts and minds of your customers. A well-crafted brand presence serves as the foundation for your marketing efforts, guiding your messaging and visuals. It’s a promise to your customers—an assurance of what to expect in every interaction with your company, from phone calls to product delivery to community involvement.

At Ethos|VONT, we recognize the significance of a strong brand presence and the importance of that brand presence being reflected across multiple channels and platforms. We believe that an omnichannel (or multichannel) marketing strategy is critical not just for brand building, but also to meet your audience where they are—whether on television, online, outdoors, or at events.

This blog post highlights the importance of a robust and emotional brand in modern marketing and the power of an omnichannel reach strategy to effectively find and engage your audience(s).

A Brand is More Than a Logo

For many organizations, when they talk about branding what they’re really talking about is their logo—or their company’s visual presence. And while having a strong logo is important for brand recognition, there is so much more to branding than the colors, fonts and logos that we see on the outside. 

True branding goes much deeper beneath the surface and includes every interaction and touchpoint a customer has with your organization. From the way you answer the phone (or interact on social media) to the way you package the product, the in-store experience, the choices you make about sourcing ingredients or components—all of these collective decisions and interactions make up your brand, and your brand’s perception.

If your product is premium, does your packaging match? If you promise convenience, does your customer service experience align? If you promise customization, are you responding to social media messages often and individually? None of these adjustments require monumental marketing dollars—just a little elbow grease, innovation, and commitment to living your brand inside and out.

At Ethos|VONT, we understand that the best brands aren’t created by marketing agencies— they’re simply a reflection of core truths that already exist within the organization. When it comes to marketing, the most compelling message is always the truth. That’s why our process focuses on uncovering the core truths of your business, and helping you refine those truths into a brand promise that will resonate and connect with your audience.

The Importance of an OmniChannel Presence

Once you’ve put in the work to cultivate a strong brand presence, the next step is to ensure that presence is reflected across all brand touchpoints. Enter omnichannel marketing (also known as multichannel marketing)—an indispensable strategy that enables you to meet your audience wherever they are, be it on TV, online blogs, or social media. The essence of this approach lies in maintaining a consistent and relevant brand presence across diverse channels, allowing you to seamlessly connect with your audience and reinforce your identity.

By strategically integrating marketing efforts across various touchpoints, including websites, social media, email, mobile apps, and physical store locations, you craft a unified brand experience. This not only bolsters brand recognition but also cultivates trust and loyalty, as customers engage with your brand on their terms.

Beyond its reach, an omnichannel presence empowers you to offer personalized user experiences—a key currency in today’s consumer-centric market. By mining data from different channels, you gain valuable insights into customer behavior, preferences, and needs. Armed with this knowledge, you can tailor targeted and relevant marketing campaigns, resonating with your audience on a deeper level.

If you’re eager to learn more about crafting a compelling brand narrative or navigating an omnichannel marketing strategy, our team is here to assist you. Get in touch with the Ethos team to enhance your brand identity today.

About Ethos 

Ethos is a multiplatform branding agency that develops and executes integrated marketing campaigns across multiple channels for companies inside and outside of Maine. At Ethos, we believe that the most effective way to set a company’s marketing course is by finding its core truth – its ethos. We know that once we discover and communicate that core truth, we can truly make a difference for each client’s unique marketing and business objectives. With Ethos, you get more than a marketing agency. You get a long-term partner whose goals are your goals. Learn more about the Ethos approach and the work we’ve done for our clients. Want to have a conversation about your brand’s core truth? Contact us today!

Morgan Houk
Written By

Morgan Houk

Content Writer