We hear it constantly: "We just need a logo." And sure, a logo is part of branding. But it's the smallest part. Treating a logo as your brand is like buying a jersey and calling yourself an athlete.
Your brand is how people feel about you
A large part of your business’s reputation is built on your brand. It’s the sum of every interaction someone has with your business. It could be the way you answer the phone, the tone of your emails, the vibe of your website, the look of your social posts.
The logo is just the visual shorthand for all of that. When the Wendy’s social media accounts took on their irreverent and feral tone, that was a deliberate brand shift. Someone in an office somewhere said, “you know what, our brand voice is a 12-year old on the internet.” And it has worked.
They get lots of engagement and chuckles and have even made headlines, like the time that they asked if they could send Katy Perry back to space .
Why consistency wins
Recognition is built through repetition. When your colors, fonts, tone, and messaging are consistent everywhere, people start to remember you. Memory drives trust, and trust drives sales.
You might not have a budget for a full branding by a design firm. But it is absolutely critical to take a minute to ask yourself questions like:
- What is my color palette?
- What fonts should I use?
- If my brand could speak, what would it say?
- What kind of images best represent me?
You can even set up a Canva brand kit to do a deep thought on it and to have something to hand over to people who might help you with your marketing.