Your Brand is More Than a Logo

“Who are you?” said the Caterpillar… 

Alice replied, rather shyly, “I – I hardly know, sir, just at present – at least I know who I WAS when I got up this morning, but I think I must have been changed several times since then.” 

– Lewis Carroll, Alice’s Adventures in Wonderland 

Who you are matters to your audience. The human brain processes information in seconds, deciding if your business is relevant to them or not. You could have the best product on the market, but if your brand is lacking clarity and clear insight into who you are, it can easily be overlooked. It is more than just a logo or mark, it is a culmination of your vision, your values and the very fiber of your company. And for a company that exists to help clients find their true north, it comes as no surprise that our team is passionate about branding.  

For the good of your brand 

Maybe your business model is unique, or maybe your customer service is better than your competitors, but how will your audience know that? With saturated markets, competition for advertising space and large amounts of information constantly flooding social channels, the goal is to set yourself apart from the masses. 

Good branding is one of many keys to success in this endeavor. With quality design and brand clarity, you can begin to build trust with your desired audience. A visual representation of who you are and why you exist can help guide audiences through the sometimes-daunting brand awareness portion of your funnel. Leading them down the path to greater understanding of what sets you apart as an organization.  

Tell your story 

We love a good mark with rich symbolism, but not every logo has to have that. We find the highest value in marks that build on recognizable references that tell a brand’s story. The inspiration for stories often come from a brand’s pillars. Pillars are written aspects of your organization or company that make you unique. Maybe it’s characteristics like, creativity and service or compassion and transparency. These are the tenants that hold up your brand’s story. By weaving these pillars into your logo mark, it fortifies your reason for being every time someone sees your logo.  

Your branding journey 

Oftentimes it seems easier to just purchase a $500 logo off the internet and call it good. However, your long-term branding strategy should take into consideration the wide variety of mediums your logo could be featured. From billboards to business cards and favicons, the responsiveness of your logo is paramount in your branding journey. Your logo should have a variety of orientations and color options that go across multiple applications. Additionally, creating a version of your logo that uses a customized typeface allows for even further flexibility and consistency. The wide variety of uses you need for your branding suite is something we consider with care, because as your business grows, your branding should grow with you

We’re your guide 

Sometimes, knowing who you are can be difficult. Just like Alice, industries, and businesses change, so coming together to create a clear and consistent brand seems impossible. Which is why collaboration is key. A thorough branding discovery process is more than just creating a dozen logo concepts.  And, understanding your market, your audiences and your color preferences aren’t enough. The connectedness and deep understanding that comes with immersing ourselves in your WHY is what makes your brand more than just a cool design or logo. It creates equity, builds trust and shows who you are to the world. It can be hard to see potential, dream big and dare greatly, but that’s why we’re here to journey with you. 

We want the world to visually know and recognize your brand and your potential, so that you never have to answer the question, “Who are you?”

CONTRIBUTING AUTHOR

Scott Scrivner

Senior Art Director