Building Trust Through Your Brand, It’s NOT Just the Design

The Branding Masterclass Hidden in a Weekend Family Fun Trip

What started as a weekend family trip turned into an unexpected branding masterclass. Dennis and I took our daughter to Warwick Castle to help with her homework. She is currently learning about 1066, and since Warwick Castle was originally built in 1068 by William the Conqueror as a wooden motte-and-bailey fortress, it felt like the ideal place to inspire creativity. By the 12th century, the castle had been rebuilt in stone, further cementing its reputation as a powerful stronghold.

Inspiring Creativity Through History

One of our daughter’s assignments was investigating the Normans and designing a coat of arms. So, on Sunday morning after breakfast, we decided to visit the castle to see if the experience would spark inspiration. Her favourite part? The dungeons, of course!

The thing is, every day is a school day. I have read many Philippa Gregory books, so I know the history of the Wars of the Roses quite well. Sharing that knowledge with my daughter isn’t just fun—it’s incredibly rewarding. I love seeing the wonder in her eyes as she listens, the pride she takes in sharing what she’s learned, and the excitement that lights up her face as we explore together. Moments like these make learning an adventure for both of us.

The Unexpected Connection

What I did not expect was to connect coats of arms to how I help create brand identities for my clients. As we walked through the halls, climbed towers, and explored various aspects of the castle, I noticed how different people and families were identified by their coats of arms, and how much was written about their reputation, and how much we know from history books about these families.

Walking through the halls and reading the stories of Richard Neville, the 16th Earl of Warwick, known as ‘The Kingmaker,’ I found myself considering that branding and brand identity are not limited to modern marketing. They have always been in place, mostly unseen and seamlessly joined with life—timeless and enduring.

Building Trust Through Your Brand

When we consider our branding as a company, we often get caught up in creating the perfect colour palette, designing logos, and wondering how to stand out in a crowded marketplace. During this time, countless hours can be lost when we should instead focus on what we do and how we help others.

Your brand’s visual identity should streamline the design process; it does not need to be perfect—it just needs to be functional, with room to adapt and flex to meet business needs. Too often, people get lost in the design and forget about the doing. People do not buy from you because you have an attractive brand; they buy from you because they know you, like you, and trust your reputation.

Your Brand is You

It is not just about a logo or colours; it is about our story and how we make others feel. Neville’s reputation meant different things to different people: to some, he was a brilliant strategist, while to others, he was seen as an opportunist. As I explained this to our daughter I could not help but notice the symbiosis between our personal reputations and brand reputations, both shaped by what is said about us. Because perception is everything, and our consistency still matters.

Building Your Brand Legacy

From historical traditions to today’s boardrooms, branding has always been about trust, loyalty, and legacy. Like the coats of arms of the Normans, your logo and brand identity are the story you tell the world. Whether you’re building a business or a personal brand, the same principles apply: authenticity, clarity, and the power of storytelling are your greatest tools.

So, the next time you think about your brand, ask yourself: What story is your brand sharing with the world?