When people think about branding, the first thing that comes to mind is usually a logo.
Maybe the colours. Maybe a catchy name.
But here’s the truth: branding is more than the visuals and what you see.. It’s how people perceive you.
If your branding doesn’t build trust, communicate clearly, or reflect your values, then you’ve already on the back foot.
Some businesses thrive because their brand tells a clear story.
Others barely get noticed because it doesn’t.
So let’s answer the real question…
What makes branding work, and how do you know if yours is doing its job?
Branding Is Trust
Branding isn’t the logo on your website or the typeface you picked.
It’s the gut feeling people have when they come across your business.
Done well, it builds confidence.
Done badly, it creates doubt.
Think of brands like Adidas, Nike, or Under Armour.
They can stick their logo on a plain t-shirt and sell it for triple the price of a no-name version.
Why? Because people aren’t just buying a t-shirt..
They’re buying what the brand represents: performance, identity, belonging.
That’s the power of branding.
It makes people believe in you before you’ve said a word.
Real Examples That Prove the Point
One of my favourite examples is the Victoria and Albert Museum logo, designed in 1989 by Alan Fletcher of Pentagram.
Here’s what makes it fascinating:
It has barely changed in over 35 years.
It still feels current, elegant, and authoritative.
It shows the strength of branding that’s built to last.
Compare that to Apple, Starbucks, or Shell…
Each has gone through multiple redesigns in the same timeframe, chasing new aesthetics and trends.
The V&A didn’t have to, because it was designed with timeless clarity from the start.
The Everyday Impact
It doesn’t have to be a global brand for this to matter.
Imagine you’re a local business with a dated logo, a mismatched colour palette, and no consistent message.
Even if your service is brilliant, your brand is sending the wrong signals.
It’s the digital version of handing someone a flimsy business card. Cheap first impression.
Now flip it: invest in a clear, confident brand, and suddenly you stand out.
People see professionalism, care, and trustworthiness before you’ve even said a word.
So, What Should You Do?
Ask yourself a few simple questions:
Does your brand reflect who we are today, not just who we were when we started?
Would your clients recognise and remember you from a single glance?
Does your brand feel consistent across every touchpoint, website, socials, emails, even invoices?
Most importantly: does it build trust?
If you’re hesitating on any of these, then it’s time to take a closer look.
The Takeaway
Branding isn’t just about being pretty.
It’s about making life easier for your customers, showing them what you stand for, and why they should trust you.
The right branding does three things:
Builds trust – People know what they’re getting.
Communicates clearly – Your values and offer come across instantly.
Helps you stand out – You stop being “just another option” and become the obvious choice.
At Surge, we don’t just make logos.
We help businesses tell stories through branding that lasts, the kind people buy into, not just buy from.
So maybe the question isn’t “Do we need a rebrand?”
The better question is: “Does our branding reflect who we really are, and is it helping us grow?”