Your brand is more than just a logo
When you're just starting, or in the early stages of creating a business, it can be easy to think "But I only need a logo."
As a small business ourselves, we understand the sentiment; investing in branding can feel daunting. However, it's crucial to understand that your brand is more than just a logo; it's sophisticated and complex, extending far beyond surface aesthetics.
Here are a few reasons why:
Just the Tip of the Iceberg
A logo represents the tip of the iceberg, there's a vast realm beneath. Developing a comprehensive brand identity unlocks a myriad of opportunities. By investing in branding, you'll gain clarity and confidence in presenting your brand—a captivating aesthetic resonating with your audience.
The renowned brand designer Paul Rand stated, "Design is the silent ambassador of your brand." Your brand encompasses not only visual elements like logos, fonts, and colours but also the message you convey to the world and how you wish your business to be perceived. It's the clients you attract and the lasting impression you make. Truly exceptional brands comprise both visible and intangible facets.
The 10% visible above the surface constitutes tangible elements—the logos, colours, and taglines that catch attention. However, for authentic connection with the audience, the focus must extend to the remaining 90%. Defining your Brand Model (your brand purpose, proposition, pillars and personality) creates a clear, unique brand identity and story. According to Headstream, if people love a brand story, 55% are more likely to buy the product in the future, 44% will share the story, and 15% will buy the product immediately. This emphasises the power of storytelling in driving consumer engagement and loyalty.
As Madonna says, Express Yourself
Your logo isn't static—it's dynamic, needing to adapt to various contexts. A versatile logo suite ensures consistent representation across platforms. Creative elements, like patterns and textures, are not mere decoration; they narrate your brand's journey, fostering loyalty and ensuring you stand out against your competition.
Investing in branding not only gives your audience confidence in your brand but also instils courage in your product. It equips you with the tools you need in a busy and noisy marketplace, where differentiation is key. When your brand identity is strong and cohesive, you stand out amidst the crowd, commanding attention and trust.
The Big 'C' - Consistency
Consistency isn't just another buzzword - it's the bedrock of trust and professionalism, fostering lasting connections. Maintaining coherence across touchpoints builds an emotional bridge between your brand and audience, grounded in reliability.
According to the Marq Brand Consistency Report, a business with consistent branding tends to experience up to 20% greater overall growth and 33% higher revenue compared to one that struggles with off-brand content. Consistency is not just about aesthetics—it's a strategic advantage that drives business success.
Branding transcends logos and colours—it's storytelling. Crafting a narrative captivates audiences and drives action. Design investment goes beyond aesthetics, reshaping interactions with your business and influencing your bottom line. From packaging allure to establishing market credibility, design investment reaps rewards.
Shameless plug: At Studio No.55 we create strategic and stunning brand identities. Want to know more about our process? Say hello— we don’t bite.
