Logo vs. Brand Design
People often reach out to me asking for a logo design for their business. I completely understand this request for a new business owner. They need a logo that represents their business so they can put it on a business card, t-shirt, social media profile image, store sign, website, etc. However, this is a common misunderstanding of brand.
A logo is just one element in a brand ecosystem. It’s an important aspect and will have high visibility. A logo will live on most of your deliverables and eventually people will associate it with your business values. But asking for “just a logo” is like asking for a beautiful flower yet bypassing the seed, roots, stem, leaves and bud. In order to have a logo, like a flower, you have to start with the foundation. A brand is an ecosystem of expression, it can’t just be the pretty flower clipped away from the whole. When people ask for a logo without a brand, they are asking me to go into a garden and clip a pretty flower. Okay, enough with the flower metaphor.
So, what is brand?
Brand is a powerful communication tool. It is a living, intuitive and emotional connection between the heart of your business and your dream community.
It’s rooted in your intimate reasons for existing and showing up for your community. Brand is a crafted and curated world where your ideas will dwell in. It’s an experience that you provide your community that is charged with your unique energy.
So, what does that space look like? Is bright and airy, heavy and grounding? Does this space have music playing, invites you to challenge yourself, welcoming and nourishes you? Does it provide open space or does it contain eclectic furniture and aged knick-knacks. What is the mood that you are transporting people into? What is the medicine you are sharing? How do you want people to feel when they interact with your ideas?
Your answers to these types of questions will begin to curate a distinctive style. The visual identity will communicate your story, values, tone, personalty and vision. A brand foundation will ground your business with these questions:
What do you offer?
How do you uniquely position yourself in the industry?
Why does your business exist?
Who you are serving?
Once a Brand Foundation has been established, then a visual identity can blossom from nurtured, intentional roots. Building a sustainable business has to start with a thoughtful foundation. Investing in a brand ecosystem will carry your business through growth spurts and challenges. Investing in a flower will provide a temporary visual relief.
Are you ready for branding?
Are you passionate about your business and are ready to take the next step to elevate your mission?
Do you understand the value of a strategic foundation and are ready to move away from patchwork design solutions?
Are you ready to dive deep and answer the specific questions regarding your unique purpose, vision and target audience?
Are you eager to see a brand design which aligns with the heart and intention of your business?
If you are ready to invest in your vision and create an impact through storytelling, you are ready for brand design. Where you spend your energy and investments is where you will see your business grow.
Download the free The Brand Workbook to get started with these fundamentals.