Beyond the Logo: What a Brand Strategy Actually Is

It is a common misconception in the creative industry.

You launch your business, and the first thing you do is hire a designer to make a pretty logo. You pick your favorite colors (sage green and terracotta, obviously), and you think, "Okay, I have a brand."

Two months later, you’re staring at a blank Instagram caption, wondering what to say. You’re attracting clients who ask for discounts. You feel disjointed.

The Truth: A logo is not a brand.

Your logo is a symbol of your brand. Your brand is the reputation you hold in the mind of your customer.

The 3 Pillars of a Real Strategy

1. Your Positioning

Where do you sit in the market? Are you the affordable, quick option? Or are you the high-touch, premium luxury option? You cannot be both.

2. Your Audience

"Women between 20-50" is not a target audience. That is a census demographic. We need to know: What keeps her up at night? What is she afraid of? What does she secretly desire?

3. Your Voice

If your logo was removed from your website, would people still know it’s you just by reading the text?

The Takeaway

Stop spending money on design until you have clarity on your strategy. Design amplifies the message, but it cannot fix a confused one.