Deeper than a logo
The first thing to learn about branding is that your logo or mark, although very important, is only the face or front of your business. Most of the heavy lifting is done by brand elements that filter down throughout all your collateral, which supports and enhances the logo in any situation. Colours, voice, tone, usage, customer experience and storytelling create a certain feeling or trust when seen, heard or in contact.
Brand strategy is the art of shaping how your business is perceived by your customers – what you’d like them to think about or feel when they hear or see your name. Trust, security, familiarity, recognition; these are all feelings we have around brands we interact with and big brands have spent millions creating scenarios where they can project their values and feelings onto customers.