Building a Brand that Actually Works for You: Why a Killer Logo Isn’t Enough
As a brand designer I get this question a lot: is your brand really just a logo?
And spoiler alert: nope! it’s not.
But I get it. You poured your heart and soul into your business, and now you need a visual identity to match it. And getting a logo designed will probably be your first instinct. I mean just look around you at any given moment you’re surrounded by logos and most people see a brand as the logo, but the reality is that to have a successful brand you need so much more than a logo.
Let me tell you about a recent client experience that opened my eyes… For the story I will call my client, Bob. Bob had a brilliant startup that has outgrown their initial brand. And so he was looking for a designer and his brief was, ‘Just design me a killer logo, and I’m good to go!”
Now, I couldn’t help but smile. Because you see, a logo is like the tip of the iceberg. It’s crucial, sure, but there’s a whole world beneath the surface: your brand identity & strategy, where the logo plays only a fairly small piece of the puzzle.
Seeing his confusion made me realize how many businesses underestimate the power of a strategic brand identity. And that’s where things got interesting. We chatted about Bob’s values, his target audience, the impact he wanted to make, and his business goals. It wasn’t just about a logo; it was about crafting a story, an experience that resonated with his ideal customers. And let me tell you, the “aha!” moment was beautiful. Bob realized his brand was more than his product; than his logo, it was a movement, a community united by shared values.
Now, don’t get me wrong, logo matters! It’s the visual face of your brand, the first impression. But without a strategic foundation and the rest of the brand identity suite, it’s just a pretty picture. Think of it like building a house. You wouldn’t start with the roof, right? You need a strong foundation, a clear blueprint, to ensure everything aligns and supports your vision.
That’s where brand strategy comes in. It’s about asking the tough questions: who are you? What makes you unique? Who are you trying to reach? Why should they care? By answering these questions, we unlock the true potential of your brand, creating a visual identity that speaks volumes, one that resonates on a deeper level.
So, what are the benefits of going beyond the logo?
- Attracting your ideal customers: Your brand story becomes a magnet, drawing in people who share your values and mission.
- Building trust and loyalty: When your brand is authentic and consistent, people connect with it on an emotional level, fostering lasting relationships.
- Standing out from the crowd: In a sea of sameness, a strategic brand identity makes you unforgettable.
- Boosting your bottom line: A strong brand attracts not just customers, but also talented employees and valuable partnerships.
I’m not saying ditch the logo. But remember, it’s just the first step and logo alone cannot build a strong and successful brand.
If you’re ready to build a brand that goes beyond the surface, that truly connects with your audience, and makes a lasting impact, get in touch I’d love to help!
At Sanday Design, I believe in shaping brands with purpose, brands that are good for you, good for your customers, and good for our planet.
Stay tuned for more insights as we continue to grow this conscious community together! :)
It’s Sandra from Sanday Design, your partner-in-design in shaping brands the planet-friendly way.
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In case you need help to solve some brand visual problems, don’t be shy to get in touch 🙂
Until next time
xo
