Why do I need a brand?

Recently, I sat down with a high end builder, who was wanting help with their Social Media feeds. They are an established company, but were lacking a consistent brand. They had 3 varieties of logos, all in different hues of the same colour and fonts all over the place. I suggested we look at their branding first. All they had was a brand sheet, which only talked about the logo details.

It is like setting sail without a compass, when you do not have a proper defined brand. Just as a compass provides direction and guidance to a sailor, a brand style serves as a guiding framework for marketing efforts. We booked a 2 hour meeting to figure out their brand personality. They got excited after the process was done, as now they felt they could structure everything, and never have to give it much though in the moment again. They can surely revisit their branding in a few years to make sure it still applies, which it usually does.

Without a brand, marketing can become directionless and inconsistent, making it difficult to establish a coherent identity, connect with the target audience, and differentiate from competitors. This approach may lead to wasted resources and missed opportunities, much like a sailor aimlessly wandering at sea without a clear path.