Why Your Brand Is More Than Your Logo
There was a time recently where a lady approached me to ask for a quote for branding and logo design. She was surprised at the price that I gave her, until I explained exactly what my branding service included. It’s not just a logo! When I design branding and a logo for someone, it’s not just a matter of knocking up a quick pretty symbol. It’s a full process, where I get to the heart of your business. That enables me to design a visual brand and logo that fits in with your business aims, values and goals.
What is a brand?
A brand is a promise. It’s the way that your company portrays itself, giving your future customers an expectation of the kind of service or product that your business will provide for them. Yes, it’s given through your visual identity and your logo. But it’s also given through your tone of voice, customer service, and your actions. It’s the way in which you attract new clients, by letting them know what you’re about, your ethos and your values.
Your logo is intrinsically linked to your brand, but it’s much more than that. When you come up with your brand, you need to consider what your values are. Find out (or define) who your audience is, then work out the values that your company needs to have in order to attract that audience.
Perhaps you want to attract students, so you need to portray that you’re good value-for-money. Maybe you want to attract those that have a high income, and you therefore need to show that you provide a luxury, bespoke service with high quality products. Or you might want to appeal to those who care about the environment, so you need to make sure that your brand portrays that your company is eco-friendly.
Parts of Your Brand:
When it comes to portraying these things, you need to consider all (and not limited to) the following:
- Tone of Voice
- Actions (e.g. does your company support a charity, does it give refunds?)
- Customer Service
- Customer Experience (if you have a physical store/service)
All of these things will help your (potential) customers know what to expect when they buy from you, and why they should in the first place. So think about them carefully.
Then, once you’ve created your brand, you need to be 100% consistent. In the say way that we don’t trust people who act in a particular way some of the time, and a different way for the rest, clients will not trust your business if the brand isn’t consistent. If your brand is the promise you’re making to your customers, then you really don’t want to be ‘promising’ them different things in different places.
For example, would you trust a company if they had a formal, old-fashioned logo, but then the text on their facebook page was childish and didn’t make sense? Or if they claimed to be a reputable and professional company, dealing with your money, but then their logo looked like it had been drawn on Microsoft Paint? It’d be weird, and would be enough to make you suspicious of the business. Most companies wouldn’t go to that extreme, but even small differences can be enough to make people subconsciously distrust you. So it’s important to make sure you give a consistent image to your customers.
Your brand covers a whole range of things, not just your logo. The logo is an important part of it though. You just need to make sure it fits well with the rest of your brand. When you go to a designer to design a logo for you, they’ll often ask you about the values that you want to portray, so that they can design something that works with your brand. A good logo will tie it all together. When you get Ocean Breeze Creative to design a logo for you, you’ll also get a Branding Document. It’ll tell you what fonts and colours to use, so that your visual identity is kept consistent. Just get in touch if you’d like to know more, or would like a quote.