Why only developing a logo is short-changing your brand
According to the Design Guild of America, “a successful logo can evoke the company’s goodwill in the public mind.” This is always the goal of your logo mark. But think of your brand as the blueprint, or the foundation of your business, product or service. Brand is more than the “visual representation” – it’s the strategy, story, principles, essence, mission, vision and way you do business. More importantly, great brands evoke the feelings and values your customer associates with your overall image.
Simply put, your brand is “how you do business”, your brand “identity” speaks for itself, and your logo is the visual representation your customers and prospects see in order to consistently identify your company, product or service.
If your product packaging, social media posts, website, and promotional material send a uniform message about your brand identity and its core values, you are more likely to cash in.
So you see – your logo is just one aspect of your brand identity. It’s critical to “think from the end” which involves conceptualizing a clear vision of how you want to be perceived – from all angles. We’ve seen it time and time again – failure to invest in well-rounded branding from the start, companies struggle to remain competitive and appealing to their consumer base because developing the logo mark only is like a house with no furniture. The rest of the details – fonts, colors, iconography, shape & form, creative direction (and so much more) – make a complete, 360, holistic experience. So, be sure to prioritize properly. Start with a business plan and branding strategy and embrace the journey of quick, easy decision making as a result of this upfront phase.
Presenting a brand consistently across all platforms can increase revenue by up to 23%.
Lastly, there’s importance in your brand fonts, colors, styles, etc. Simply put, when brand assets are used consistently across all platforms, brand recognition increases. Conversly, when non-brand colors and fonts are used, it is quite obvious the established branding lacks visual integrity.
