Many people are under the impression that a logo is everything. “How much do you charge for a logo?” they ask, hoping that it would be super cheap. I get a lot of blank faces and long silences down the phone when I explain that a logo is part of a package. In response to the sheer confusion, I go on to explain why building a brand is more than just creating a good-looking icon that can be applied to a variety of different formats in the hope that it will string the “brand” together. Just like you, as a person, are more than just a face, a brand is more than just a logo. It’s the whole package. Your tone of voice, the words you use. The colours you choose to wear, the trends you like to set. Your opinions and feelings. The way you express yourself through your clothes. Are you bubbly, outgoing and quirky, or serious and professional? Or a combination of everything? Do you tell people how classy you are, or do you let them work it out for themselves? The list could go on and on…
Think about a dating scenario. Without wanting to sound prejudiced, a person who only has a pretty face to offer (even if it is “out of this world” pretty!) is less likely to receive as much respect and will not be as highly valued as someone who has the whole package. Someone with his or her wits about them, who knows who they are and what they can offer. Someone who has a clear ambition, unique qualities and personality.
Think of a brand as a person or potential life partner. Intricate. Multifaceted.
Obviously a logo is a crucial part of any brand. However if a business has only thought about its logo and nothing else, it will be hugely limited in terms of recognition and brand value. A business needs more than just a superficial face. It needs to reach out and connect with its target audience. It needs to be confident about its goals and aspirations. It needs to be dependable, trustworthy and straightforward. It needs to stand out from the crowd. But most of all it needs to know its own worth.
So, next time a client asks for a logo, you can tell them that a business is not just a pretty face. It’s a deep and meaningful entity.