Your Brand is More Than Your Logo

Branding tends to be one of the most misunderstood topics in the field of graphic design and marketing. Why? Most new and established businesses tend to think it’s just about the logo. They assume that a brand isn’t necessary. Truthfully, that’s not enough. Having a strong brand pays off in a very big way.

While your logo is substantially one of the most important pieces, it is just the beginning of your brand platform. For starters, what is a brand? A brand is built upon identity (who you really are) and image (how you want to be perceived). It will tell a story of why, how and what you do … right down to the colours, fonts, graphics, website, social media platforms, newsletter, email signature, etc. Your brand will represent all that you stand for as a business by communicating your purpose, values and even your personality.

It comes down to the following five (5) core elements:

Visuals:
For most businesses owners this is the most fun part! Getting the opportunity create your logo, picking a style, choosing fonts, playing around with colour palettes or vision boards. Whether you’re creative enough to accomplish this on your own or lucky enough to find a fantastic designer the experience is mind-blowing with endless possibilities. But keep in mind that these components can only shine their very brightest when are paired with the rest. They support one another in so many ways that may not be obvious at a first glance.

Wording:
And I mean all wording … your tag line, your social media posts, your website content, your email signature, your “call to action” buttons and yes, even your automatic email/private message responses. This is your brand’s message to the world, so every single word counts.

Story:
I’ve mentioned before how important it is to have a story. And not just any story. A story with a good foundation. I graciously learnt this from Brene Brown. She states that, “owning our stories is standing in our own truth”. And if you think about it, she’s right. Building a connection with your viewers starts there … with trust. But, your story isn’t just about your brand, it is also about the journey of your viewer.

Purpose:
Being clear on public expectations is vital. Your viewer hunted you down (or was referred) for your highly trained expertise (or products). No person likes to be treated like just another number. They want a value-added experience every single time. A happy client/customer is a returning one. So, remember, every single interaction counts.

Values:
The deep-down truth of why you do what you do. This will help you attract the right community who believe in exactly what you do. Right down to the very core.

Each of these core elements are equally as important as the next. They pull one another together to create a passionate, recognizable and memorable experience for the viewer.