Why Your Business Needs More Than a Logo
Whether you’re just starting a business or established one long ago, there’s no shortage of resources out there on how to be successful. As a graphic design studio, we know one topic that really stands out as key to a business’ success, and that’s branding.
It’s something that you may have heard about before. Maybe you’ve heard that it’s a logo (sure—that’s part of it). Maybe you’ve heard that it’s an identity, or a personality. But what does that mean and is it necessary to your success…? Perhaps you know you want the logo, but do you really need more?
To answer that question, let’s dive into the basics of branding. Elements like logos, colors, typography, and other brand guidelines all work together to make up your brand. Therefore, while you can technically create these elements separately (if you’re on a tight budget or have an established business that you just want to give a refresh), the best thing you can do is invest in the entire package at once. Think about it—if a brand is a personality, and you only define one part of it, it will come off as incomplete or lacking. Worse, if you’ve forced lots of different elements together to create that personality, it becomes inconsistent and confusing. If you can’t define your identity, your customer sure can’t.
The Logo: One Part of Your Brand
Not only is your logo just one recognizable element of your overall brand, it’s actually made up of a few different pieces. A brand is strongest when it has a main logo, alternative logos, and logo marks—all which are different but follow the same visual guidelines for your business. Having these options makes it so your brand is presented beautifully and consistently on each individual platform (your website, business cards, social media profiles, paper work, etc.) Each piece solves a different problem, so having only one gets you only part-way there.
Brand Guidelines, Typography, & Color Palettes
These are just important to your business as a logo is, although again, it’s not really about one versus the other… They all work together. If you’re not a visual learner, think of it in terms of words—what words define your business? Is it modern? Is it hip? Your colors, fonts, and graphics all need to speak to the type of words that just came to mind! Think of each piece as a form of communication—you want them to help you connect with your audience. So if you have a beautiful logo but lack the rest of these elements, you run the risk of having that confusing, inconsistent identity we mentioned above.
Why Comprehensive Branding is a Smart Investment
As a business that works with other small businesses, we are no strangers to the fact that there are an endless amount of smart investments, and a not-so-endless amount of money to invest. But there are a few reasons we put branding at the top of the list early on:
First impressions are everything—especially online. It’d be nice to personally introduce yourself to each potential client or customer that happens across your website or social media, but since that’s not possible, your branding is already there saying “hi” for you. They’re helping your audience get to know you before you even make contact. Inconsistent or incomplete branding not only won’t draw them in, it might even turn them off.
And it’s not just a first impression, it’s a lasting impression. Humans are visual creatures, that’s why sites like Pinterest and Instagram take up so many people’s time! We just love a good visual. It’s a way to tell stories, to communicate, to listen, to learn. Having your branding locked down by time a potential customer comes your way will help you create a lasting impression. If it’s the right customer (your target customer), it needs to resonate.
Lastly, having a consistent brand makes business so much easier. Since branding influences the rest of the steps you take in your business, you’ll have a much easier time making decisions with it in place. For example, if you need to take photos to promote your product, knowing the visual style you’re going for will help you take, edit, and share photos that fit with your intended messaging and goals as a business. It will even influence how you write blogs, post on social media, and communicate with your audience.
Even if you didn’t come to this blog in search of comprehensive branding for your business, we recommend taking a peek at the Post Design Co services page. We’ve made it very detailed so that business owners like yourself can learn exactly what goes into branding—hopefully it’ll answer some questions! And if not, feel free to get in touch to chat more.