A logo is not your brand

My strategy sessions start with a quick recap of what a brand actually is, as the word 'brand' is often misused, such as when it's used to refer to a logo.

But your logo is not your brand; it’s just a part of it. In fact, the visible parts of your brand, sometimes referred to as brand identity, only make up a very small part of a brand.

Think about it this way: when you see logos like Nike or Coca-Cola, you probably have strong feelings or opinions about those companies, and not due to the colours they’ve used.

But if you're a new business, people won’t have those same associations with your logo yet.

Getting started with brand basics

So, how do we make your logo evoke strong feelings? Well, there’s a lot to it, but this is how you can get started.

1. Define your businesses mission, vision and values

To create a strong connection with your audience, you first need to be clear on what your business stands for. This starts with defining three key elements:

• Mission: Why does your business exist? What is your purpose?
• Vision: What long-term impact do you want to make?
• Values: What principles guide how you run your business?

If you already have them, take a moment to review and make sure they’re still aligned with where your business is today.

2. Establish your brand’s personality

Your brand’s personality shapes how people perceive your business. It is more than just what you say; it is how you say it and how it looks. A strong, consistent personality helps build trust and recognition with your audience.

Think about:

• If your brand were a person, how would you describe them?
• How do you want people to feel when they interact with your business?
• How do you want your business to sound when communicating with your audience?

A clear and cohesive personality makes your brand feel familiar and reliable to your target audience.

3. Get to know your target audience

Understanding who you’re speaking to is key to building a brand that truly connects. If you already have a clear idea of your target audience, that’s great! If not, now’s the time to dive deeper and define who you want to reach.

Ask yourself:

• Who are your ideal customers?
• What do they care about?
• What problems do they face that your business can solve?
• Where do they spend their time both online and offline?

Create a user persona to help bring your audience to life. Think about their age, location, job, interests, and lifestyle. Giving them a name can make it easier to keep a real person in mind as you shape your brand messaging.

4. Define your messaging

Your messaging is at the heart of how you communicate with your audience and should reflect your business's core values, purpose, and unique selling points. It’s the language you use to connect with people, tell your story, and share your offer in a way that resonates with your target market.

Ask Yourself:

• What is the core message I want my audience to understand about my business?
• What makes my business different, and why should people choose me?
• How can I express the value my business provides in just a few sentences?

By defining your messaging, you ensure that every communication is intentional, on-brand, and resonates with the right people.

Bringing it all together

Now that you’ve outlined the core elements of your brand—your mission, values, target audience, voice, and messaging—you’ve laid a strong foundation. These can be implemented into various aspects of your business including your brand identity.

Remember, branding isn’t just about what you say; it’s about how others perceive you.  If you're feeling overwhelmed or unsure how to translate this into a strong visual identity and marketing strategy, I can help. Let’s build a brand that feels true to you and connects with the right people.