Importance of branding: Your logo isn’t THAT important

It’s a story we’ve all heard before. Your business is feeling a little stale. A little outdated. The sales aren’t rolling in like they used to. And you think you know just the ticket to spruce things up and get people excited again.

“Can we have a new logo?” you ask eagerly.

Well, of course, you can. We’re not going to say no. But is a logo really the simple solution you’re yearning for? Allow us to explain why sometimes, we think otherwise.

Branding isn’t something you see. It’s something you feel.

When we think about branding, the first thing that often comes to many of our client’s minds is their logo. But while the logo is an integral part of your brand, it’s really just the tip of the branding iceberg.

So, let’s dig a little deeper, shall we? Because the essence of branding is so much more than what meets the eye. The truth is, creating a great brand is the process of creating a unique identity for your business.

One that conveys your personality, values, vision, and character – who you really are.

• It’s about how you make people feel when they interact with your company.
• It’s about the conversations sparked by your brand when you’re not even in the room.
• It’s about the overall emotional experience you leave your customers with.

We’re certain if you think about the major brands in your life that you love and are loyal to, you stick with them for more than the fact they’ve got a fancy logo. In fact, we’re certain of it.

• Coca Cola
• Monzo
• Patagonia
• Stone Island
• Huel

Those brands make you feel a certain way. They say something about who you are by association with them. You see yourself in them, even a tiny bit.

Does that mean their great logo doesn’t matter? Of course not. However, it’s only one piece of the puzzle that makes up a scroll-stopping and powerful brand identity.

Your brand is what sets you apart

The truth is that merely delivering the services you’ve promised to your customers isn’t going to truly engage them or keep them coming back for more.

After all, fulfilling a promise is the fundamental expectation in any business transaction – it’s the bare minimum. And there are plenty of other businesses out there willing to deliver the bare minimum.

So to create brand loyalty and keep your ideal audience returning time and again, you need to create an emotional connection with them. Make them feel something. Encourage them to want to share their experience with a friend. Drive them want to identify with you.

So what else makes up a powerful brand?

Essentially a brand identity is a blend of two broader areas – at Root Fifty-Two, we sum them both up as the ‘visual’ and ‘verbal’ components.

Importance of branding: Verbal Branch

• Purpose – The driving force behind your brand, why it exists and the problem it aims to solve.
• Messaging – How you communicate your brand’s unique purpose, offerings, and values to others.
• Values – The principles that guide your brand’s operations, decisions, and behaviours.
• Tone of voice – The personality of your brand’s communication. This could range from formal and authoritative to playful and silly.
• Perceptions – How your brand is seen by its audience, influenced by all the verbal elements above.

Importance of branding: Visual Branch

• Logo – The symbol that uniquely identifies your brand, typically a combination of design, symbols, and letters.
• Colours – The specific palette associated with your brand, used consistently across all visual elements to create a unified image.
• Typefaces – The fonts your brand uses in its written communication contribute to the overall visual impression.
• Image Style – The specific aesthetic of the visuals (such as photographs, graphics, and videos) used by your brand.
• Icon Family – The set of icons used in your brand’s digital and print materials.

Without each of these elements working together to create a memorable and unique customer experience for your audience, you’ll have a much harder time standing out from your competitors and building a loyal customer base.

It’s all about creating a brand experience that they won’t forget

• Great branding shows customers how you’re different from others
• Great branding gives you a purpose and a direction
• Great branding gets you RESULTS

But to achieve these results, it’s essential to consider every touchpoint of your customer journey. This means that each interaction they have with your brand, from the email confirmation that lands in their inbox to the after-sales support they receive, needs to convey the same brand identity.

Importance of branding: Defining your brand

Okay, you get it. So how can you get started and lay the foundations of your brand?

Our Creative Lead, Michael, has put together several key questions to help you get going:

What do you do, and how do you do it?

You have to define the specific services or products you offer and the methods or technologies you use. How are your processes or offerings unique? What makes your approach more effective or appealing? This clarity helps your potential clients or customers understand exactly why they need you.

Who do you do it for?

The harsh truth is, if you market to everyone, you’ll appeal to no one. What are the characteristics, needs and preferences of your target audience? How do they behave? What are their biggest pain points? How can you resonate with their values?

What makes you different?

What sets you apart from your competitors? Is it your innovative solutions, or is it your unique Tone of Voice and playful personality? Perhaps you have exceptional customer service? Or you’re faster than anyone else in the industry? Whatever it is, tap into it.

What do you value?

Are there any principles driving your business forward? What are the ethics or beliefs that you and your team stand for? Creating a cohesive set of values allows your business to connect deeply with your specific target audience and helps create that longer-lasting emotional connection you should be striving for.

What’s your personality?

Your brand’s personality is the way your brand speaks, behaves, thinks, acts, and reacts. Are you formal or playful? Bold and adventurous, or conservative and careful? This personality needs to align with your target audience’s expectations and preferences.

The core question – why?

Finally, this fundamental question drives everything you do. Why did you start this business? What drives you every day? Understanding and communicating the ‘why’ behind your brand can inspire your team and resonate powerfully with your audience.

Conclusion…

So there you have it.

While it might be tempting to believe that revamping your logo is enough to turn your brand identity around – you’d be wrong. In order to really make an impact on the marketplace and land yourselves those ideal customers, each touchpoint needs to be thoughtful and considered.

Hopefully, this blog has given you a basic understanding of the other elements that are needed to create a successful brand identity. But if you’re still not sure, we’d be happy to help you out!

Feeling inspired? Feel free to get in touch with our team here at Root Fifty-Two and let’s get cracking on creating a brand story that resonates with you.

Drop us a message here or give us a call on 01282 911910.