If you’re starting a business or thinking about refreshing your look, chances are you’ve thought, “I need a logo!” And while a great logo is important, it’s just one small piece of the bigger branding puzzle. In fact, jumping straight into logo design without first defining your brand can leave you feeling stuck, mismatched or even disconnected from your own business.
So, What is Your Brand?
Your brand is so much more than just a logo. It’s the personality, values and feelings that people associate with your business. Think of it like this: your logo is the outfit, but your brand is the energy you bring into the room. It’s how people feel when they interact with your business, from your website to your social media, emails and also the way you communicate with clients.
What to Focus on First
Before diving into visuals, take time to clarify your Brand Foundations. Here’s where to start:
1. Brand Personality & Values
What do you stand for?
What kind of energy do you want to create? Your brand should feel like an extension of you and your business.
- Example 1: A wellness coach might have a brand personality that’s calming, nurturing and supportive, with values like self-care, balance and personal growth.
- Example 2: A playful kids’ toy brand might have a personality that’s fun, creative, and imaginative with values like learning through play, curiosity and joy.
2. Your Audience
Who are you trying to connect with?
Understanding your ideal customers will help shape the way your brand looks, sounds and feels.
- Example 1: A wellness coach may be speaking to stressed out professionals looking for mindfulness and balance or women navigating life transitions who want to prioritise self-care.
- Example 2: A playful kids’ toy brand is targeting parents who want high-quality, engaging and educational toys for their little ones, as well as teachers and caregivers who value creative play.
3. Brand Messaging
How do you want to communicate?
This includes your tone of voice, key messaging, and the overall story behind your business.
- Example 1: A wellness coach might use messaging like:
“Helping you slow down, reconnect and find balance in your busy life.”
“A safe space to nourish your mind, body and soul.” - Example 2: A playful kids’ toy brand might use messaging like:
“Unlocking big imaginations – one little toy at a time!”
“Designed for fun, built for learning – playtime just got more exciting!”
4. Visual Direction
Once you’ve nailed the above, then you can think about logos, colours, fonts, and design assets that align with your brand’s essence.
- Example 1: A wellness coach might use soft, earthy tones, a minimalist logo with flowing script and soothing, organic illustrations to reflect calm and balance.
- Example 2: A playful kids’ toy brand might use bright, cheerful colours, a chunky, fun font and hand-drawn doodles or whimsical icons to capture a sense of playfulness.
The TAKEAWAY
A logo alone won’t build a strong brand, but a well-defined brand will make creating the right logo (and everything else) so much easier. When your brand has clarity, consistency and a true sense of purpose, everything – from your website to your social media posts – feels a lot more connected and authentic.
If you need some help working on your Brand Foundations, I have a FREE GUIDE that you can download here >
