Your logo is not your brand... (sorry)
Starting a business is a crazy-stupid-mad time. Suddenly you’re a mediocre accountant, marketing manager, designer, strategist, art director, copyrighter - the list goes on. Until you’ve actually taken the leap of faith and changed your title to “Owner” or “Founder” the intensity of this transition was probably not fuuulllllyyyyy appreciated.
Now imagine this… BOOM - you’ve done it. You’ve got a dream, you’ve got a plan, you’ve got resources and things for your biz are finally stating to fall into place. Your next priority is getting your own nifty logo to smash across all of your collateral and website, happy days. You hire a Graphic Designer who delivers you a sexy little logo, you’re feeling ready to take on the world. Then 3 months down the track you find yourself thinking that something “is missing” or “isn’t working”.
Why aren’t you hooking clients?
Why does your instagram look like dog sh*t?
Why do your competitors feel more professional than you?
It’s called Brand Identity baby, and you need it.
There’s a reason why companies such as Frank Body feel like they’re offering you so much more than just products. Frank is like your fave pal who compliments you and get’s you excited to scrub coffee all over yourself in the shower (just take a minute to think about how ridiculous that sounds***) because it’s made for you, and it’s going to help you, and it KNOWS YOU SO WELL. This is the power of great branding.
Your brands identity is bigger than just a logo mark, it’s your colours, imagery style, fonts and themes. Above all of this it’s how you use these things together. Discovering your brands identity is critical for targeting your dream clients, gaining their trust and turning them into returning, loyal customers.
Don’t get me wrong, your logo is hugely important and you absolutely need one, but there are some things that a logo just cant do on its own:
Sorry, but I’m going to use Frank Body as an example again… If I asked you to draw the logo’s of Frank Body or Aesop I’d put money on the fact that you probably wouldn’t be able to do it with accuracy. However, if I asked you to tell me their brand colours, describe their packaging or tell me what kind of imagery they use, I’d bet that 9/10 of you would be able to do so. This is because people remember how they “look and feel” which trickles down to the fact that they’ve got a memorable brand identity.
Stick out like a sore thumb
We live in the 21st Century, meaning that it’s likely the market is already saturated with what you have to offer. What’s going to make someone buy your service or product and not your competitors? You need to draw in your clients and convince them that you know them better than your competitors. How do you do this? You create an entire brand that’s perfect for THEM, which is bigger than anything a logo can do.
Do your business justice
Your logo just isn’t capable of encompassing all of the wonders that your business can offer. Although it may be tempting to settle for just a logo, especially as a start up and on a budget, the value that defining your entire brand’s identity can offer is worth the extra do$h. You’re doing yourself an injustice by skipping this step and not investing in the future of your business.
Keen for more? Head over to the Brand Identity page to learn about the process.
***I’m a big fan of Frank Bod, scrubbing coffee all over yourself in the shower may sound silly but humour me and try it, baby soft skin for days my friend.