“A brand is a living entity, and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.”Michael Eisner
It’s true, a brand is so much more than just a logo. It is not a static thing – in fact, it inspires an emotional response.
So why not just have a logo? How can establishing a brand be a key factor in your business’ success?
Whether you’re a new business, excited to share it with the world, or an established business looking to rebrand, how you represent your business is important. Start by asking yourself a few questions:
By answering these questions, you can determine who you are trying to reach and the message you are trying to send.
Now a logo may represent your business, but it’s just that, a symbol. A person won’t be triggered to buy or find out more about what you offer without connecting to the bigger picture – your brand.
When you choose to only have a logo, you are working with just one piece of the puzzle. Sure, you can quickly have a logo made, or make one yourself, and call it a day. But a logo doesn’t tell anyone about who you are or what you do. Your customer decides to purchase something or work with you based on the overall experience when they first encounter your business. A logo can’t inspire emotion, create memories, or give your business long-term recognition.
A logo must be supported by a brand strategy. By moving through the process of creating a brand – establishing a foundation, selecting colors and fonts, creating a logo, printed materials, website, etc. – you can better understand your mission, your style and your personality. You can create brand recognition and inspire an emotional response in the viewer.
There is no better way to do this than to work with someone who understands the key components and who can effectively connect them to make the greatest impact. You need to take your story, your feelings, and your goals and translate them into visuals. A brand designer can do this for you. They will walk you through the steps needed to be successful.
Think of hiring a brand designer as an investment in your business. Your brand will have a lasting impact both now and in the future. It will be a part of everything your customer touches, whether it’s online or a physical product.
A brand designer dives right into the heart of your business and connects to you by asking questions. They take the time to do research to learn more about who you are, who your ideal audience is, and what your goals are. They are experts in the process itself and understand the time it takes to make everything work the way it needs to. The right designer will understand the power of color and how it affects mood, how to pair fonts that really work together, and design a logo that will not only be a symbol, but a direct representation of your business.
A brand designer can also help with important tools for your business such as business cards or stationery, templates, packaging, or even your website.
By creating a brand, and working with a brand designer, you will not only create something that is consistent and recognizable, but you will establish trust in your business.
Your business is so much more than a logo. Take it to the next level by working with a brand designer and creating a brand that will impact your relationship with your customers for years to come.