As a brand designer who has worked with various businesses over the years, a common request I get is to JUST create a new logo for their business.

Now, you may be thinking: “I don’t think there is any wrong with that!”
Well, here are some insights that may change your mind.
A logo alone will not help your business succeed, and here is why:

Your logo is not your brand. The role of your logo is to act as an identification for your brand.
A logo should be a representation of what your target market perceives of you.

But why do so many people point to a logo when asked to define a brand?
This is because a logo is the first point of visual reference you can easily recall after the brand experience.
However, how you perceive and interact with the brand carries a lot more substance.


Imagine a whole brand being a house, the logo being a pretty pink door right in front.
When you build a brand, a majority comes down to your brand strategy and the rest is the visual identity based on the strategy. Your brand strategy is the backbone and foundation of your brand. So to translate it back to a house, it would be the blueprint layout and the functions of the rooms in the house. 

Afterward, you develop the visual identity such as logo marks, patterns, colour palette, type suites, photo, and video direction, etc. In the house, this would translate to how all the rooms look, what furniture you place in each room, what colours the walls are, the material of the flooring, etc.  

So if you're building a brand and starting with the logo, you're selling a house with just a pretty pink door.
When an eager home buyer turns up and sees there's only the pink door without the actual build of the house, no structure, no furniture, no nothing… they'll quickly leave feeling more than disappointed.

This is why businesses that skip on strategy don’t last.

Build your house first, make the house about your ideal audience and then invite them through the pretty pink door.

Far more will be eager to buy if there is an amazing home to see and experience. 

So what’s next?

To build a sustainable brand, always start with strategy. 

If you'd love to talk more about hiring me as your brand strategist and designer, I would love to chat!
Simply click here to get started and I would love to see if we are a good fit.