Your Logo is Not Your Brand
Steve Forbes said that “your brand is the single most important investment that you can make in your business.” While your logo is part of that brand, it is not the end all, be all.
Branding is the process of creating an identity for a business that is different and distinct from others in its space. You’re creating an experience in the mind of the consumer.
The branding process typically starts with an audit and audience research (Discovery). If the organization is brand new, there might not be anything to audit, but there is definitely audience research to be conducted!
The outcomes of Discovery are typically compiled into a creative brief. The brief includes the project’s key details: target audiences, goals, challenges, objectives, and more. It is, in short, a direction for the forthcoming visual brand and messaging platform.
Developing the visual brand includes:
The logo, of course. This is our starting point. It might take a few rounds to hit this nail on the head.
Color palette. Perhaps the second most important brand identifier. Consistency is so key here. Having 2-3 primary colors and a secondary palette will give you a lot to work with.
Typography. The fonts that will be used on your website and in your marketing materials.
Iconography. Illustrations that support your brand.
Photography. The feelings that you want to exude with the photography that you associate with your brand.
Graphics and textures. Shapes and elements that add dynamism to your brand.
BFF to the visuals is the messaging platform. More than words on a page, these written elements will build the story in the mind of your audience.
Mission/Vision/Values - What you’re striving towards, how will you get there, and what will anchor you along the way.
Brand manifesto - The purpose and intent of your brand.
Voice + Tone - Your brand’s personality and how you will speak.
Key messages - 3-4 overarching statements that will serve as the foundation for your brand’s marketing + communications.
This is neither an easy, nor a quick process. However, it is a necessary one in order to create positive and memorable associations for your consumers so they will not only come back as repeat clients/customers, but will also tell everyone they know about your brand.
