Why you should be thinking bigger than just a logo when it comes to your brand identity.

Why you should be thinking bigger than just a logo when it comes to your brand identity.

Having worked with several start ups over the years, there's one topic which keeps coming up time and time again: what is a brand? When you think of the word brand, what comes to mind? For many people, the first thing will be the logo. Maybe also throw in the colour palette and visual imagery into the mix as well, and your job is done, right?
Well, not quite...

Why you should be thinking bigger than just a logo when it comes to your brand identity.

What does your business stand for?

So what exactly IS a brand then? To some extent, all of those elements are correct - they help to form the visual mark of the brand. They help customers to immediately identify that business and to stand out from the competition. However, to truly create a great brand, you need to be able to connect with your customers on a deeper level. What does your logo represent? What does it stand for?

This is where you need to get back to basics and think about your core values and what you want your brand to stand for. Think about what you want to be known for and how you want your customers to feel. Are you an environmentally friendly, ethical business? Are you an enterprising young start up, breaking the mould and changing your sector? Don't skip this stage as it really does form the base for everything that comes after.

What is your brand purpose?

This is also a really good time to think about your target audience and what problems you can solve for them. What are they into? What type of people are they? How is your product or service going to make their lives better? What are your business goals?

It's a great idea to have a mission statement to really anchor that purpose and build from there. Remember, your purpose isn't just to sell your product or service, but how you are going to improve people lives with it. Why would they buy from you? Really identify their pain points.

Brands have personalities too

Think of a brand like you would a living person... walking around, with a personality of its own. If your brand was a person, how would it act? Quiet and steady, or hyper and intense? Maybe your brand is a bit quirky and unusual? Or loud and brash, making an entrance?

These descriptors will form a major part in shaping the overall look and feel of your brand, so make a note of all the words you think would describe it. This will also shape the tone of voice that you set, through your social media channels, website and marketing literature. When your write something that comes from the brand, think what style they would be speaking in and keep it consistent. Everything should feel like it's coming from the same person.

The visual mark

Now that you're armed with all this information, only then can you start to craft the visual elements of your brand. Colour psychology can also play a big role in the way your company comes across and the way it makes people feel, so colour choice is also key. A big part of what I do as a designer is this initial strategy, to really make sure that the designs I create fully represent the core values and personality of the brand. It's important to ensure that the overall logo mark, colour palette and font choices appeal to the right target audience and give the overall impression that was intended for the brand.

Keeping the brand alive

Once your brand is created, you need to make sure you stay consistent and true to that brand. Remember, your brand is like a person. It has its own personality and this will come across in every single interaction your customers have with your business. Your brand is the tone of voice you set, the visual look, the way you come across in every email, web page and company brochure. It embodies all of your company values and what it stands for, and done right, will serve you for many years to come, attracting your ideal customers to your door.

Written by Emma Venables, Graphic Designer
Emma Jayne Creative

Photo: Pixabay