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Branding is not just a logo

With the exception of established businesses that understand the value of a strong brand, when most start-ups approach us, the only reason they think they need ‘branding’ is because they want a logo.

Most people think they are creative, some even consider themselves designers – but most cannot design nor use design software. The result is companies wanting a branding agency to do what they cannot – simply design a logo!

Without any rationale of the business or its strategy, most businesses think designing a logo should be as simple as opening up Microsoft Paint and adding some shapes. Without rationale or strategy, designing a logo is as good as shooting in the dark. And after all this, when a logo is presented, they throw the logo out the window because the client doesn’t like the color green. Come on!

Unfortunately, the logo is what most people see first about any brand, and that is why it is perceived as the brand itself. However, the logo is only the face, not the heart and soul of the brand.

Let me clarify – this would not happen had the brand had a strategy. For example, if your essence is – Dynamic – then it would be represented in the logo and the visual style – so now you have this fantastic brand that looks dynamic and occupies the ‘Dynamic’ space in the consumer’s mind. Consistency…Hallelujah!

A brand is so much more than just a logo. The logo is only the tip of the iceberg!

 

To understand why a brand is much bigger than a logo it is important to first understand what a brand is.

Brand = Strategy + Creative

Brand Strategy is defining who you are, your behavior and your communication. This is based on your four P’s (and no it is not the 4 P’s you’re thinking about ) – Purpose, Personality, Promise and Positioning.

Brand Creative is how the strategy is brought to life. It is how your brand looks – logo, visual style, brand identity, amongst many other things.

 

Clients often believe that Brand Strategy is something that can be worked out by themselves on-the-go, because it is their brand after all… who could know better right?

On the go also means impulsive, not thought out and most importantly, hasty. Like in life, decisions made in haste are often regretted the most, at some point. Without consistency, you are just an unreliable brand and no one wants that.

Think of the established brands in the world:

  1. Disneyland – The happiest place on earth
  2. Nike – Just do it
  3. BMW – The ultimate driving experience

They all have a distinguished brand strategy and creativity. Each of the above brands have their unique personality. You know what to expect from them and they all deliver on their promise which is also their tagline. Simple isn’t it? Not quite.

To get here they have developed a strong brand strategy and not done it just once, but refreshed it over time.

Unless you are someone who’s happy being bland, boring and getting lost in the background, or worse…  a coward who’s afraid to stand up for something – no matter who you are or which industry you belong to, your brand needs a strategy to be successful.

You could have the best logo in the world but if it doesn’t stand for something, if there’s no story behind it, then what’s the point of that logo?

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