Why A Logo is Not Enough for Your Business
Creating logos for brands is easily one of my favorite projects to complete. There’s something about listening to stories of how a person created their brand and why they started that truly inspires me and gets me excited! However I am often sad when clients want to create just a logo. It’s not their fault though. In this new wave of entrepreneurship, we’ve made the mistake of saying a logo is all you need to represent a brand visually. Don’t worry I’ve been guilty of this too. Giving the logo all the responsibility to represent the entire brand visually is too much weight for a tiny icon to bear. A logo is the foundation to your brand identity. What if a realtor was trying to sell a house with only the foundation laid? There is no model home to give the home buyer a visual, just the foundation. Difficult task for just the foundation, huh? In the house building example and your brand, something is not complete without the other pieces. The same way your brand is incomplete without the accompanying materials of your brand identity.
A logo cannot tell the full story of your brand.
If we’re being honest, people don’t buy your products or utilize your service just because of your logo. A logo may grab their attention to learn more about your business but customers are not making a purchase based on a well constructed icon. You need various items to create a full branding experience in order to seal the deal. The Golden State Warriors won 2 NBA Championships in the last three years. Why? Each player on their team executes their position exceptionally well. Steph, KD, Klay on offense, Draymond on defense. Each man has a role. Just as each collateral piece has a role. A website cannot do what a social media graphic does. A business card cannot do what a press kit does. But each of these marketing pieces add up to the entire puzzle of your brand.
A logo is not enough for your brand to stand out in a congested marketplace.
Entrepreneurship is the new black. It's become the cool thing to do. Which means it's much more difficult for your brand to be noticed based on a logo alone. There are various marketing items you should be adding to your visual strategy to ensure you stand out from similar brands in your industry. Especially if you have a product based business.
I'm an almond milk drinker because me and cow's milk don't really get along. During my grocery store run a few years back, I saw this curvy bottle of almond milk and bought it for the simple fact of its packaging, not its logo. The packaging was sexy and I'm sure other consumers bought it for that simple fact alone. What additional items would you consider adding to your visual strategy? Is it branded social media graphics? Is it packaging design? Dump all of your ideas on paper then prioritize them with a designer.
Focusing on just a logo will create inconsistency at different touch points.
Think about how your customers will interface with your brand. Perhaps by way of a business card. Definitely through your website and social media. Maybe a pitching presentation to gain sponsorships. All of these elements should look and feel similar because you want to train your audience to recognize your brand. If your primary brand colors are gold, teal and white, adding red to your Pinterest graphics would not match. People should be able to recognize your visuals even if it doesn't have your logo on them because you are so consistent. I've been using the same shade of purple for the last 5 years and when people see that same shade of purple, they think of me.
I know logos are hot commodities nowadays but don't be afraid to think other items you'll need for your brand to stand out. Have you been guilty of just getting a logo for your brand, only to be stuck on how to use your logo in the future? I'd love to chat, drop a comment below. Also if you don't know where to start after your logo has been created, shoot me an email to set up 15 minute consultation.