I just need a logo. Spoiler alert…you need a brand

If I had a dollar for every time I heard “I just need a logo'“ I probably wouldn’t need to work again. Your logo is not your brand it is merely a symbol that represents you. It is all the supporting acts around that logo that create the brand.

I’ve actually turned down work to do ‘logo design’ because I know from my 14+ years of experience in this field that a logo alone will not attract customers and it most certainly will not bring you long-term success. I pull no punches (in case that wasn’t obvious) I simply don’t take on any projects where I truly believe the end result of that project won’t bring you the results you are wanting and logo design sits in that category (not branding, that’s different).

Hear me out though as I spell out why brand identity is an investment you should consider over a ‘simple logo design and whilst most of the time it is an investment, I also look at it in another way as well, if you’re not willing to invest in your business then how do you expect to convince your potential customer to do the same?

1. A logo is important as part of the brand (don’t get me wrong) it should be simple, targeted toward your ideal customer, and have an impact. Also consider all the uses for the logo so you can have variations designed for all uses (socials, large format signage, stationery, etc)
   
   

2. Create your brand persona, your brand is what people say about your business when you aren’t in the room.
   What impression do you want to leave them with? This should be factored into a style that suits the brand and whatever you do keep it consistent.
   
   

3. Nail your brand values, persona, and vision. Consumers want to believe in something and form an emotional connection, think of your mate whose obsessed with converse shoes….they believe in the vision and persona of that brand and what it stands for. You need to give serious thought to what you want to stand for.

4. Brand Guidelines - These are your brand bible. Containing colour palettes, typography, slogans, and mission statements for your brand (yes you should have all these).

   Here’s my rapid-fire list (the short and sweet list) on why branding is the sweet spot over ‘logo design’

   1. Branding tells a story

   2. It adds meaning to your logo

   3. Enhances your credibility and reputation

   4. Creates a strategy to ensure long-term success