Developing a brand identity
The term “branding” has become increasingly misused, leading to widespread misunderstanding among small business owners.
This confusion often stems from being misled by inexperienced agencies or solo operators, such as graphic designers, who extend their expertise beyond its true scope. This is particularly common in regional markets.
First and foremost, let’s clarify one key point: logo development and branding are different!
A logo is a commercial tool designed for one purpose: to be easily recognised as a symbol representing an entity. It does not encapsulate the entirety of a brand’s identity. Therefore, getting overly invested in creating an “over-designed” logo that attempts to convey too much is unnecessary. Many successful brands have unattractive logos yet thrive in their markets. Don’t get me wrong, a striking logo a business can take pride in is valuable, but it’s merely a step in the broader branding process.
Think of it this way: a brand name is like a person’s full name, while the logo is akin to a signature or passport photo. These elements confirm who you are—they don’t reflect your character. Unfortunately, many businesses lacking a full understanding of what constitutes true “brand identity” often get entangled in complex logo development processes, especially when decisions are made by a committee trying to fit the entire business story into a single visual device.
In our view, a logo should embody the pride and culture of a business. More importantly, it should feel right, as it will represent the company in the marketplace for a long time, competing against similar services or offerings. Ultimately, good logo development is an art, not a science!
You may not want to hear the truth: in most cases, prospective customers care little about your logo. What truly resonates with them is how you convey your identity—your brand story—by creating a meaningful connection between your brand and your target audience. In other words, it’s about positioning your brand to attract the right market…that’s where the science comes in! This process is far from simple and requires a balance between experienced commercial and marketing strategists and creative minds.
Brand positioning is a crucial step that must be established before developing a marketing communication plan. It’s an evolving process, and ensuring that it complements the logo is vital. When brand positioning and the logo work together, they should accurately reflect the current “brand story.” Over time, while the brand position can evolve, a logo should not be changed regularly—if at all!
So, how do you effectively position a brand? While there are numerous complex models available (some trademarked by various marketers), it ultimately boils down to common sense and answering two key questions:
- The brand’s purpose: Why does the brand exist? Here, we refer to the ‘4Ps’ marketing mix.
- The customer’s experience: Who benefits from the brand, and why? For this, we use the ‘4Cs’ marketing mix.
A brand with solid foundations will always require less marketing effort—and thus lower marketing costs—to build its brand equity. Ultimately, the ‘equity’ drives customer loyalty and brand usage.
In summary, seasoned marketers understand that you need proper brand positioning (or re-positioning) to expect to effectively connect with your target market, no matter how attractive your logo might be. That’s why branding isn’t just a job for a designer; it demands the expertise of someone with brand marketing skills.
At Digital Elements, we’ve successfully developed brands for numerous small and medium-sized businesses led by passionate operators who understand the importance of building their brand correctly, allowing them to focus on what they do best.