Expanding your thinking from Logo to Brand
Your logo is the centerpiece of your brand - yet your brand extends far beyond just a logo.
Branding extends your logo into a visual identity that you’ll use across every piece of media you create. It includes set of colors and fonts— but it doesn’t stop there.
Brands may also include layout guides, graphics or art, a distinctive voice, an understanding of the psychology of your client, and more— all of which add up to a consistent and trustworthy presence.
A creative Table of Contents page from the Leveled Up Learning brand manual. A brand manual showcases the entire brand and explains how to deploy it across multiple media.
So, what can a brand do for you?
I think there’s a misconception among some small business owners that great branding isn’t really necessary. Or that it’s not worth spending too much money on.
And yes, there are definitely small businesses that don’t invest in branding because they’re too busy running their business successfully. Obviously, this is not a bad position to be in!
But those of us who study branding know that skipping branding is like leaving money (and maybe your peace of mind) on the table. There are opportunities to be had through branding that are going to be a financial benefit and a competitive benefit. That’s true even for businesses that are successful today.
But it is more than that. Branding offers us the chance to define who we are — our values. It allows us to lean into understanding our customer and making their experience frictionless and exceptional.
It also allows us to craft a more fulfilling work experience. It’s how we do the work we do, but with intention.
The strong container of the brand, well thought-out and based in customer research and understanding, ensure we know which clients we want to work with and how to really reach them emotionally. It guides our outreach, how we speak, what next steps we take to build the business or organization.
Elements of a Brand
There are additional elements in some brands, but these are some basic components — parts of the brand I typically work with my clients to build as a brand designer.
The logo or logo system - The centerpiece of the brand
The color palette - used everywhere, always reinforcing who you are
The fonts - carefully chosen to communicate the right vibe to the customers you want
The graphic style and brand kit - layouts, illustrations, graphical elements that are uniquely yours
The voice - the way you speak, carefully crafted to represent your unique benefit and the needs and worries of the customers you want to reach and build trust with
My concern is always with building a brand that works for you and connects you most readily with your ideal clients. To do that, I bring in color theory, industry knowledge, illustration skills, and business strategy. Together, we create a brand that elevates what you do to a whole new level.
