Your Logo is NOT a Brand (say whaaaaaaaat?)

Pssst…I have a secret to tell you. Your logo is NOT a brand.  There, I said it.

Yes, your logo is important. It’s what people see first when they come across your business. And while your logo is kind of like the “face” of your brand, it’s not the brand itself. And neither are those cute little patterns and watermarks that we all love so much.  Yes, they’re part of your visual brand identity, and part of what makes your business visually identifiable as yours, but these bits and pieces are not a BRAND.

“Branding is about everything.” ― Tom Peters, The Little Big Things: 163 Ways to Pursue EXCELLENCE

A brand is MUCH more than a logo.  Branding your business goes deeper than just creating a great set of marketing materials.  So what is a brand, then? Well, your brand is….you.

If your logo is your business “face” then your brand is your business personality and character. Fifteen other photographers may have a bird like yours in their logo, but your brand is something that is unique to you. It’s everything your business represents: your products, your services, your pricing, your packaging, your client relationships, your vendor relationships, your social media presence, your business “tone”. Your brand is the experience you give your client from start to finish – from the very first email or phone communication to how they feel years from now when they see your beautiful art on their walls. It’s how your clients perceive their experience working with you and honestly, it’s also how they feel about YOU.

Most of us operate our businesses in highly saturated markets. It seems like everyone is a photographer these days, whether they’ve got a fancy new DSLR camera, or they’re just wicked good with their iPhones. It’s getting harder and harder to grab your own piece of the pie, and when so many clients tend to shop on price, how can you make them stand up and notice YOU? This is where your brand can help (or hurt) you.

Your brand is what differentiates you from your competitors, and the feelings people have about your business are shaped largely by the experiences they’ve had (or their friends have had) interacting with it than by how awesome your logo looks.  Teens especially tend to gravitate toward brands they connect with.  And don’t be fooled – they can spot fake, phony and insincere a mile away.  When you’ve developed an authentic and genuine brand, your potential clients will be drawn to the exceptional experience they’ll have with you, rather than considering doing business on price alone.  Branding is composed of lots of different pieces that will capture the attention of your market and target clients, and set your business apart from others.

Without minimizing the importance of having a great logo (it’s a key part of your branding identity), it’s super important to remember that you need to build a brand before you build a logo. Once you’ve developed your brand, your logo will be a visual representation of your business, telling potential clients what to expect from working with you.  Your clients will remember how they feel about your business, and you, long after they’ve forgotten what your logo looks like…be sure you’re investing your resources in the right place!

Below are some photos of Stephanie’s work.  Thanks for sharing Stephanie!