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Why Your Logo is Not Your Brand

People come to us for business advice, strategy, and development. Clients might be starting a new business with a great idea, but no idea how to take it to market. Or, they’ve hit a dead end in their current business strategy and need guidance finding their new direction. Clients might want to invigorate their existing identity to demonstrate their own willingness to evolve with market changes. We are often asked to create a ‘brand’ to help this process along, but due to a common misconception, the client is only asking for a logo design.

It is widely misunderstood that a logo is the single entity that will turn your business around, or completely reshape public perception of your business. Your logo is only the tip of the iceberg, and without the pyramidal branding support beneath, a logo without branding strategy will never withstand market demands. Paul Rand, one of the most respected and prolific corporate identity designers of modern times, has this to say on logos, “A logo derives its meaning from the quality of the thing it symbolises, not the other way around.”

What Is a Logo?

A good way to look at your logo is that it is your visual brand signature. There is no doubt that a great logo is an incredibly important part of your brand. Often, this is your first impression, and it provides a shortcut to the emotive factors that connect people to your business.

A great logo is always the result of strong conceptual development, where the ideals that make your business unique – emotive, professional, historical – are understood, and moulded into this visual signature. Without this study and engagement, a logo does not carry the meaning it should to breathe life and longevity into your company.

What Makes a Brand?

Brands are built on emotions, personalities, and archetypes. At the core of successful brands are relatable, human values that provide pathways to connection. There is no question that we form emotional attachments to our favourite products. Our use of our favourite brands says something to the world about our identity. We choose these products because we intuitively see our personal values reflected through the branding.

A brand is “what people say about your business behind your back”, while also being clearly defined by the staff who represent your business. Customer service, phone manner, and social media communication style are your brand. Your product, identity look and feel are your brand. Even the smell of your office is your brand. Your brand is the sum of all things that say something to the world about the way you do business.

How Do We Help You Create Your Brand?

At R&M, we want to find out about your business before we even start thinking about visualising a brand identity and logo. We need to know who and what we are representing. We want to know about your values, and the things that make your business unique. We want to find out about where you’ve been and where you’re going.

Once these core ideas have been understood and workshopped, we get to work on your brand strategy. If you’d like to find out more about how we can redefine your business strategy, drop us a line at