Why you don’t need a logo to have a brand.

If you’re here, I think it’s a safe bet to assume that you’re at least mildly interested in the subject of branding. I’ve noticed there’s a lot of confusion out there when it comes to what the heck a brand actually is. Everyone is telling us how important it is to have a strong brand, but what is it??

So to start off, I want to break it down into the most simple definition possible: 

Your brand is your reputation. 

Ultimately, your brand is something other people define, not you. But just as our actions have a strong influence on our reputations as people, there is a lot we can and SHOULD do to influence other people’s perception of your business, which is your brand. 

One of the best ways to make your business look good is through design, including your logo. Just like that favorite outfit you wear to meet with clients makes you look and feel your best, a well designed visual identity will make you feel professional and confident. I feel pretty strongly about this (obviously) and I know the embarrassment of handing out less than stellar business cards or an ugly website. 

But guess what? Your physical appearance doesn’t define you, and neither does your logo define your brand. Everything else you pour into your biz, those things that make your clients adore you, those are just as important. 

That’s why it’s possible to have a strong brand and stellar reputation, even with a less than stellar logo. And if you don’t treat people well, or don’t have a clear idea of what you do and how it helps people, no logo in the world can save your brand. 

I bring this up because I’ve seen a few (well meaning, I’m sure) designers telling new business owners that it’s important to prioritize making a large investment in design right off the bat, and that’s just not true. 

What you DO need to do is clarify who you want to work with, how you want them to see you and feel about you, and what you want to be known for. 

As a brand designer, that is always the first step I take with my clients. We always dive deep to build a strong foundation before we even get to the visual stuff. The last thing you want to do is hash out a bunch of money for design work and then have to change the whole thing later. 

I do this by guiding every one of my clients through my signature Brand Clarity coaching process, and then designing the perfect custom visuals and website to match.

If you feel like you have all the pieces of a successful brand, but you’re struggling to put them together in a cohesive way, I would love to help! I can guide you through the process of getting to know exactly who your dream client is, and help you flesh out the deeper mission and purpose behind your brand.