Building a brand: your logo doesn't matter

Listen to Article

Ever wondered why some logos are more memorable than others? Or why you've spent countless hours perfecting your logo, only to see it fall short of making an impact? Well, the truth is, your logo doesn't matter as much as you think, at least not in isolation.

“A brand is not a logo. A brand is not a corporate identity system. It’s a person’s gut feeling about a product, service, or company. Because it depends on others for its existence, it must become a guarantee of trustworthy behavior. Good branding makes business integral to society and creates opportunity for everyone, from the chief executive to the most distant customer.” — Marty Neumeier, The Brand Gap

It's not just about having a logo; it's about building a brand that resonates with your target audience and creates lasting connections. A logo is a component, but your brand is the sum of many parts. In this article we will delve into the difference between a logo and a brand, why logos are just a small part of a bigger picture, what a brand really is, and how to start building an impactful one.


  • A logo is not a brand: A logo is simply a way for consumers to identify a business, while a brand is built over time through forming relationships with consumers.
  • Visual identity is crucial: A strong visual identity includes color schemes, typography, and other design elements that make a brand memorable and recognizable.
  • Know your customers: Successful branding involves understanding who your target audience is, their values, and their needs.
  • Consistency is key: Consistent branding, from messaging to visuals, helps establish trust and credibility with consumers.
  • Values and purpose matter: A brand's values, mission, and purpose play a significant role in how it connects with consumers and sets itself apart from competitors.

Moving beyond the logo: the true essence of a brand

It's easy to get caught up in the idea that a logo is the be-all and end-all of a business's identity. However, this simply isn't the case. Your brand is so much more than just a graphic symbol, and it's essential to recognize the bigger picture when building your company's image. A brand is an experience, a feeling, a promise. Here are some key elements to consider beyond your logo:

  1. Values and mission: Your company's values and mission statement are the guiding principles that drive your business and resonate with your target audience. They help to shape your brand's identity and establish trust with your customers. They are the compass that guides your brand's journey.
  2. Brand story: Your brand's story is the foundation of your business. It's what connects you to your customers and sets you apart from competitors. A strong brand story can create a lasting impression and foster customer loyalty. It's the narrative that makes your brand relatable and memorable.
  3. Customer experience: The experience you provide to your customers is a vital aspect of your brand identity. From the moment they interact with your business, whether online or in-person, customer experience shapes their perception of your company. It's the sum of all interactions that they have with your brand.
  4. Visual identity: While your logo is a part of your visual identity, it's only one piece of the puzzle. Your brand's visual identity also includes colors, typography, and imagery, all of which work together to create a cohesive look and feel. It's the aesthetic representation of your brand's personality.

Focusing on the bigger picture

"Your brand is what other people say about you when you're not in the room." — Jeff Bezos, Founder of Amazon

To truly create a powerful and lasting brand, it's essential to focus on the bigger picture and not just your logo. By building a strong foundation, creating a memorable customer experience, and consistently delivering on your company's values and mission, you'll develop a brand that stands the test of time and fosters customer loyalty. Remember, a logo is just a symbol, but your brand is the emotional connection and relationship you build with your audience. Shift your focus from just having a logo to cultivating a brand that resonates with your target market and watch your business thrive.

Building a brand that resonates with your audience

Building a brand that resonates with your audiencegoes far beyond a simple logo. It's about creating an emotional connection between your customers and your business. A strong brand is built on a foundation of understanding your target audience, knowing their values and needs, consistently presenting your company in a way that speaks to them, and a strong visual identity.

Be customer-centric: know your audience

Understanding your target audience is crucial when building a brand that resonates with them. By identifying their preferences, values, pain points, desires, and expectations, you can create a brand that speaks to their emotions and solves their problems. This goes beyond just having a logo; it's about crafting a brand persona and voice that connects with your customers on a deeper level, ultimately becoming a brand they'll trust and love. This customer-centric approach should influence every aspect of your business, from the products or services you offer to how you communicate and interact with your audience. By putting your customers at the heart of your brand, you demonstrate that you genuinely care for their well-being and are dedicated to meeting their needs.

Consistency and authenticity: the foundation of strong brands

Once you've established a clear idea of who your customers are and what they value, it's essential to maintain consistency and authenticity in your brand messaging and presence. This means being true to your brand's purpose, values, and personality in every touchpoint with your audience, from marketing communications to customer service interactions. A coherent and authentic brand experience will build trust, foster loyalty, and ensure your logo becomes a symbol of a business that truly understands and serves its customers. At this point, your logo begins to become more than just a thing that represents your business, it will inherit all the goodwill your brand has built up and gain its meaning serving as the cornerstone of your overall brand identity.

Building a strong visual identity

Although a logo is a part of your visual identity, it's just one element in a larger system. A strong visual identity encompasses a universe of aspects that work together to create a cohesive and memorable impression. The true power of visual identity lies in its coherence and consistency across various elements and touchpoints like your marketing materials, website, social media channels, products, and everything in between and beyond these. To form a deeper understanding, let's delve into some of these elements to learn how they can be harnessed to create a strong visual identity.

  1. Color Palette: Colors have a profound impact on how your brand is perceived. They can evoke emotions and convey meanings. By choosing a specific set of colors and using them consistently, you can create a distinctive look and feel for your brand. The color palette should be used consistently across all your brand's touchpoints, including your logo, website, social media posts, and physical materials like business cards or product packaging.
  2. Typography: Just as colors can convey a mood or tone, so too can typography. The fonts you choose will play a significant role in defining your brand’s personality. Whether you opt for a traditional serif font or a modern sans-serif, it should reflect your brand's identity. Like colors, your choice of typography should be consistent across all platforms and mediums.
  3. Imagery and Graphics: The type of images you use also play a crucial part in shaping your visual identity. Whether it's photography, illustrations, or infographics, the style should resonate with your brand's message and audience. The key here is to ensure that all images and graphics follow a consistent style, creating a visual language that's immediately identifiable as belonging to your brand.
  4. Layout and Composition: The way you arrange elements on a page or a screen can have a significant impact on how your brand is perceived. A well-designed layout is pleasing to the eye and can guide users' attention to key information. Consistency in layout and composition across different platforms will contribute to a cohesive visual identity.
  5. Branded Assets: Unique elements that your brand uses to stand out, such as custom iconography, patterns, or animations, are also vital to your visual identity. These assets should be designed in line with your overall visual identity and used consistently across your platforms. They are another way your brand can express its personality and set itself apart from the competition.

Creating a strong visual identity requires thoughtful planning and execution. Every element should be carefully selected to align with your brand's values and objectives, and used consistently across all platforms and materials. Over time, this consistency will lead to a visual identity that's instantly recognizable and resonates deeply with your target audience. This, in turn, will foster trust and loyalty, key ingredients for the success of any brand.

Expanding your brand’s touchpoints

As we have seen, creating a strong brand goes beyond the design of a logo and extends to every single interaction your customers have with your business. These interactions, or touchpoints, can be anywhere your brand is seen, heard, or experienced. This means that every email you send, every social media post you make, every product you ship, and even the way your employees interact with customers, all contribute to your overall brand identity.

  1. Digital Presence: In today's digital age, your online presence plays a significant role in shaping your brand's identity. Your website, social media profiles, online ads, and even your email signature are all opportunities to showcase your brand's personality and values. Make sure your digital touchpoints are consistent with your brand's visual identity and messaging.
  2. Physical Presence: Even in a digital world, your physical presence is still important. This includes your storefront or office space, product packaging, print materials, and even the attire of your employees. Every physical touchpoint should reflect your brand's identity and values, creating a cohesive experience for your customers.
  3. Customer Service: The way your business interacts with customers, both pre and post-sale, is a critical touchpoint. Excellent customer service can foster loyalty and goodwill, turning one-time customers into repeat customers and brand advocates. Make sure your customer service embodies your brand's values and commitment to meeting customer needs.
  4. Communication: Every piece of communication, whether it's a marketing email, a social media post, or a face-to-face conversation, is a chance to reinforce your brand's identity and values. Be consistent and authentic in your messaging, and always strive to deliver value to your customers.

By considering all the different ways your customers interact with your brand, you can ensure a consistent and engaging brand experience. Over time, these positive interactions will build trust and loyalty, contributing to a strong and successful brand.

Wrap up

In conclusion, while your logo plays a role in helping consumers identify your business, it's not the determining factor in building a successful brand. By focusing on creating a strong visual identity, understanding your customers, and consistently delivering on your brand's promise, you can cultivate a meaningful and lasting relationship with your audience. Remember, your brand is not just a logo - it's a promise of quality, a symbol of trust, and a beacon guiding your customers to the solutions they seek. With a well-rounded and customer-centric approach, you can create a brand that stands the test of time and resonates with your audience, ultimately leading to the growth and success of your business.

Read more.

Unstandard Pages.

Breaking the mold: rethinking the principles of good design

Dec 31, 2022