Your Brand Is Not a Logo

Author: Erin Robinson
Posted: Jul 27, 2015

Have you ever built a house without a blueprint or better yet without a foundation? I wouldn’t recommend it. Yet, as an art director, I often feel like that is the task at hand when I don’t have a clear idea of what my client’s brand is.


I’m not talking about what their logo looks like or what colors they like or what font they use. I’m talking about their brand. Their strategy. Their position. Their vision. Their attributes. A brand is a clear framework of who and what you have to offer.

It is vital to know your brand. Marketing today is about measurable results. It doesn’t matter if that result is a unit sold, a phone call or someone changing their habits; it is the result we are chasing.

While a great logo and design work can and will make an impact it will not make your brand great. A brand is great only when it digs deep to uncover all the insights that build the foundation. Internally this foundation can help across departments in reaching our objectives. It directs the content we produce, guides the tone and style of copywriting, gives us a base for almost all messaging, determines the types of sponsorships and events we’re involved with and helps set the graphic standards and visual identity. And for our clients knowing their brand impacts their ability to have greater consistency in customers’ experience with the brand, it aides in new employee onboarding, clarifies what customers to pursue and influence development of products and services.

Ultimately, a brand is about caring about your business at every level and in every detail, from the big things like vision and attributes, to your people, your customers and every interaction anyone is ever going to have with you, no matter how small.

When there is a blueprint to work from we can see both the big picture and small, and build the house you imagined.

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