There is often a misconception that branding is JUST about logo design, when in reality it is SO much more than that. Strategic branding dives deeper and will help you to share who you are, what you do, and why you do it. To help break down the deets and unravel that mystery, we decided to write the Brand Building Blocks series. Each post will hone in on one particular aspect of a brand, from the basics of strategy to the different creative pieces.
Although branding isn't only your logo, your logo is a HUGE part of your branding. So while this series works to break that conception, it's too important not to touch on.
How will people recognize your brand? What will help you make the best first impression?
An analogy we love to use for branding is that your brand is like a house. Your brand strategy (what we covered in the first four building blocks) is what the house is made of and what's inside. But your brand design is your curb appeal. It's what will attract your dream clients and make them want to take a peek at what's inside.
You want a logo design that not only stands out to catch attention, you want a logo that is easily recognizable and memorable. Everything you do should include it so over time people know exactly whose work they are looking at. Whether it's a certain color in your logo (hello, Tiffany blue), a unique font (the Disney D, anyone?), or a clever mark (that Starbucks mermaid, bruh), your logo should be easy for customers to recall.
So, what should you be thinking about when it comes to your logo design?
Consider your strategy.
All those pieces we covered in the first four building blocks? They should be fueling your logo design. Understanding the strategy of your brand should lead to insights about what it is your brand is trying to portray. Does your logo design a teaser of the deeper meaning of your brand?
Cater to your audience.
Unfortunately, it doesn't matter how much YOU love your logo if it doesn't do anything for your audience. Your logo should take into consideration their wants, needs, and preferences. Not your personal opinions. It's also important to remember this when asking for opinions from friends and family. Always ask yourself first, "are they my ideal audience?" and if the answer is no, just take what they say with a grain of salt.
Our challenge to you.
If you already have a logo, we want to challenge you to look critically at whether or not it's working for you. If you've struggled to attract the right customers, maybe your logo isn't matching up with your strategy.
If you don't have a logo, we always recommend hiring a designer or a branding specialist to help you. If you're clear on your strategy, they can help you design what fits your best. But we also understand that not everyone is in a place in their business where they are ready to invest.
Your first option is of course pre-made logos. There are tons of affordable options for this online! But it may mean you have a logo exactly like someone else's.
Your second option is to build your own very simple logo design. We recommend starting by putting together a Pinterest board of images that match your brand strategy and attract your audience. Look for patterns and see if a style emerges. And finally, pick a font that fits in well with that board. Type your businesses' name in that font and use it as your logo! It may sounds boring, but it will guarantee a simple and classic logo that you can use until you're ready to invest!
We focus on collaboration and strategy to build brands with the strongest foundations — for movers and shakers (like you) who need help with getting clear on what you do, who you serve and how to present that vision to the world.