You don’t need to be great at design to have a great brand.
A brand is NOT your logo.
There are so many times that people will confuse a great logo with a great brand. “I just need a logo” like it will solve all of their business problems. It can get confusing, every article you’ve probably read online on starting a business probably includes “get a logo” on their list. While having a logo can be important, a logo will not provide any value to your business if you don’t have a great brand.
You can have one without the other. If you have a great logo, but you don’t have a great brand, your business will still suffer. If you don’t have a logo but have a great brand, your business will prosper.
Here’s why: brands are composed of 5 key pillars and each one is important and can impact each other.
The 5 key pillars are:
Promise (What you promise as a business, what can your customers expect from your promise. Your mission statement is your promise.)
Perceptions (How other people think about your brand, which is formed when they see your brand across multiple channels, blog posts, newspaper, ads, etc.)
Expectations (What standard have you set for your business, what type of quality are you putting out and how often. Expectations can alter the perceptions of your business. Do people expect to see your content often? Is it long articles or short and sweet?)
Voice / Messaging (This is how your brand communicates. If you’re the voice behind the brand, how you interact with your customers is incredibly important. Not only that, but how you write will impact the perception of your brand, which will lead to someone creating an expectation of your business.)
Visual Brand (This includes your logo, website, colors, typography, etc. Any assets that a designer would provide with you in a branding project.)
Design without strategy won’t make the impact you want it to because it’s just there. Design has to have purpose so that you can maximize the impact you’re able to make.
A designer who works with you will think of all of these things, and it’s why at Just Curious, we do brand strategy for every single client. We understand how necessary and important it is to get these 5 things dialed in so that you can build the success you want.