Branding vs. Logo Design: Why Does It Matter?

When I was a kid, I remember trying to be trendy even though it wasn’t who I really was.  (Does anyone else remember T&C shirts and the Reebok Pump?)  Even so, I also remember that even though I tried to keep up with the clothing trends and name brands, people saw through the outside quite easily.  And while we won’t get into the pain of those memories (I’ll leave that to my therapist), I share that today because those attempts, if we’re not careful, can still follow us into our adult years, and even into business. 

One of the questions I see posed quite often in the business communities on Facebook is this - “does anyone here design logos?”  It’s a valid question, but in reality, branding is so much more than a logo.  When I was working for a web design company, I often struggled with clients who had logos that didn’t match their company’s message or identity.  Too often, they were designed without the client in mind - the result of a discussion that would go something like this:

 

“I would like a new logo designed for my business.” 

“Okay, what would you like it to be?”

“Oh, I don’t know… something trendy that will catch the attention of today’s market and will get me clients.”

 

The result?  Well, here’s the discussion that would typically happen on my end:

 

“So… tell me about your logo.  What do you like about it, and what does it mean?”

“Hmmm… I don’t know - the designer just told us that these were the fonts and colors we needed because they were trendy and would catch attention.  They had the status to prove it.”

“But it doesn’t say anything about who you are.”

“Yeah, but we paid for it, so we’re going to need to use it….”

 

That, my friends is the business equivalent of trying to dress like the “cool kids” for popularity rather than taking the time to develop a personal style and message that is all your own.  And while it may work for a season, truth is - in the long run, what message is it sending?  

So that’s the question of the hour - what message ARE you sending?  It’s one of the questions we ask ourselves every time we sit down with one of our clients - we want to make sure your message is coming through loud and clear whenever someone interacts with your brand in any capacity.  Your brand needs to communicate a story; more importantly your story.  Yet with the advent of so many DIY kits and logo templates available, not to mention bidding sites, is it any wonder that all of this is so easy to get lost in? 

How do we do it?  It’s actually quite simple - we take the time to get to know you.  Here’s the thing - even if you don’t go with EllieGirl Creations as your branding strategist, you still need to ask yourself these fundamental questions:

Asking these questions - and knowing the answers - is not only the beginning to understanding your brand and what it means, but in understanding you.  Build that as your foundation, because it won’t take long before you start being told what you need to do to be a successful business.  Before you start getting “helpful information” and “guidance” that might start shifting that focus away from being who you were meant to be.

Investing in a brand is so much more than investing in just a logo design.  Your brand and all that in encompasses - logo design included - needs to be a reflection of you so that every time you look at it - every time it steps out into the world - you are helping tell your story.  And that, my friends, will make all the difference in the world and set you apart with the confidence to take your business to the next level.