Brand Management and Brand Ethos

What do we mean by brand ethos?

Definition of brand ethos

Here is a quick definition of ethos from Oxford Dictionary: ethos: ˈiːθɒs/ noun

  1. The characteristic spirit of a culture, era, or community as manifested in its attitudes and aspirations.
  2. “a challenge to the ethos of the 1960s”
synonyms:spirit, character, atmosphere, climate, prevailing tendency, mood, feeling, temper, tenor, flavour, essence, quintessence;


The word ethos comes from the Greek word:ˈiːθɒs which can be translated to the English word ‘character’. It is often used in the context of defining the beliefs, values, and identities that are held by groups, communities, organisations, and even nations. It can refer to the ability to influence emotions, belief systems and behaviours.

Ethos is a word rich with meaning that is appropriate to define the nuances and complexities of identity for businesses and organisations.

What is a brand Ethos?

It’s not always easy to define the atmosphere, flavour or vibe of an organisation. It’s important to understand the unique ideas, skills and value proposition that your organisation brings.

A brand ethos is not a logo, a product or an identity system. It can include these things, but it is more than this. A brand is a collection of impressions that a person has of your service or product; it’s what comes to mind when people think of your business. It’s a gut-feeling that a customer has about you. Great brands make a promise, contain a big idea, tell a compelling story and touch people at an emotional level which ultimately makes good business sense.

Your brand can refer to all the ways that your business connects with people

Make your customers want to come back for more!

Your brand ethos doesn’t just talk to your customers – it should also be understood and appreciated by your staff and other stakeholders like suppliers and investors that have a perception of what your business is all about

A good brand goes to the core of an organisation and finds the extra value that the company offers, over and above the tangible things that it sells. It then expresses that value in every area of the company.

Your brand should take what you do best (your value proposition) and interweave that into every part of your organisation – your logo, colours, typography and fonts, image library, stories and much more.

Branding can influence every level of the company, such as: strategy, pricing, product development, people management and, yes, promotion.

How to define your brand ethos

  1. Develop an envisioned future (a vision)
  2. Identify your ideal customers
  3. Identify what your organisation does best
  4. Develop a story for your brand
  5. Create a visual identity to support your story

Need help defining your brand ethos?

Infinite Marketing takes you through the process of examining the messages that you are communicating, indirectly and directly through your brand and the delivery of your products and services.

Once we’ve been through this process we can then evaluate the brand and suggest some changes to ensure that your organisation is really portraying your brand in the best possible light.

This doesn’t just mean a logo or mission statement, it’s the whole culture that is presented by your organisation. This can include the way you answer the phone, the way you follow up with loyal customers (or don’t) the colours in your premises and on your website, and the words you use in promotional material.

We’d love to have the opportunity to discuss your brand ethos. Give us a call today or contact us to request a consultation.


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