A logo is only a small fragment in the big picture of your brand. The truth is that any experience a customer has when interacting with your company is part of your brand. The key to creating a uniform brand is to set a strong foundation that clearly states where your business stands in the market.
What is a logo?
A logo is the symbol of your company. It should be unique and timeless while allowing for the growth of your business. A logo’s purpose is not to explain your brand, but to enable people to recognise your business right away. A logo needs to work on a range of scales, potentially reaching from the mobile version of your website to billboard size. This is why today, responsive logo design is the new norm.
What is visual identity?
A visual identity is the visual communication of your brand with the world and goes beyond your logo. Visual identity considers typography, colour, photography, pattern, icons, and other visual elements. The aim is to create a unique look and feel to convey what your brand stands for. It shapes your brand assets, from website to internal communications. Visual consistency is key to generate recognisability and trust with your audience.
What is a brand?
Although a brand contains visual elements, it doesn’t stop there. Your brand is the holistic experience of how your customers perceive your company, from visual identity to customer service. Internally, your company culture is also part of your brand. Brand strategy is a critical step to shape a coherent brand experience, generate loyalty and build a strong customer base.
These are a few aspects beyond the logo you need to consider when setting the base for your brand:
Define the direction of your business by asking fundamental questions:
- What is your offer?
- Who is your audience?
- What does the competition offer and how is your business different?
- What is your mission?
- What values do you stand for?
- How are the attributes above shown through your brand personality?
Your brand name should leave a strong impression. It should embody what you stand for while being memorable, emotive, and unique.
Tone of voice—
The voice you use to speak to your audience should convey the brand’s personality. The way a brand speaks to its customers should be consistent and recognisable. This will allow your clients to build a lasting relationship with your brand like with a friend.
Strategists and designers can establish the foundation of your brand with you, but your audience is what will truly shape the brand. Get them involved! If you need help with your brand strategy or visual identity design for your business, I would love to chat.