Your brand is NOT just your logo.
This is one of the biggest mistakes that I see with business owners and their branding and marketing.
Saying your brand is your logo is like asking someone to marry you on the first date. Sometimes it works, but most of the time they’ll be left saying “But I know nothing about you. I only know your name.”
That’s how brands work. Your logo is just a small little piece of the puzzle that when combined with a color palette, fonts, social media images and graphics, logo variation, watermarks, collateral, etc., it creates a beautiful brand that is not only understandable, but transparent.
Don’t get me wrong, the logo is vital and should be the piece in your brand that stays with someone, but it isn’t until they fully understand your business that it will be memorable and trustworthy.
In marketing, there is a term called the “Rule of Seven,” which is a general rule of thumb that potential customers and clients need to see your business/ad/offering seven times before making a purchase.
So what does that mean for you and your brand?
One, that just the logo is NOT going to cut it.
Two, that your brand should be “on point” from the first interaction and continue to be the same fluid look throughout everything you have. This is why you should find your brand identity (how you want your business to look, feel and sound) before working with any type of design.
So where are people looking at you and what needs to be branded within that?
You need to have a branded look on social media. Make sure your posts look cohesive and all of your “about” and description sections are uniform.
Make sure that how you write speaks to your brand. A lot of businesses’ brand is a direct reflection of themselves, which makes this very easy. Your images should also be “on brand.”
The last place you want to not be on-brand is when you’re paying for it. Make sure all images, text, graphics match your business.
Networking events/in-person events/shows/markets/meetings
This is where most of your print collateral comes into play. Do you have branded business cards, fliers, marketing materials, paper for your clipboard, signs, banners, etc.? Another thing that should be branded is yourself. How you present yourself by the way you act, dress, speak, etc. directly reflects on your business and what emotions people carry of your business.
This is probably (in my opinion) the most important category. All areas above should lead back to your website, so why shouldn’t that be on-brand too?
There are other places where your brand extends beyond your logo, but these are examples of some of the more overarching categories. I challenge you to take a hard look at your current brand. Have you created your brand identity? If not, this is the first step. Once you have that, it should show a clear picture of how you want your business to look, feel and sound. The next step is to take a look at your designs and decide what is on-brand and what needs to change.
If you’re struggling with finding your brand identity, feel free to reach out using the form below. You can set up a free 15 minute call to see if you’re on the right path and to answer questions. I also offer a two-day intensive identity crash course. This is finding your brand identity with my help, worksheets and guides (as well as a 30-minute consultation) in two bite-size and manageable chunks (once per day). Use the form below for that as well.