Drama #2: Just a Logo

“Marketing strategy? We just need a logo, and we're good to go!" Sounds familiar?

Welcome to the juicy tales of marketing dramas! I've been racking my brain, thinking about all the stories I could share with you, and here we go. Today's drama is called "Can You Whip Up a Logo for Me?"

This story is more related to my adventure as a freelancer. I started out doing some copywriting gigs until I expanded my horizons and began offering marketing consultancy with strategy included. That's when I teamed up with some designer buddies almost 10+ years ago. Alongside them, I've faced all sorts of requests, which we embrace with love and always seek to solve because that's what we're here for, right?

So, here's the deal: my partner in crime, Lucho, won't let me lie. One of the recurring needs that pop up is the straightforward request: "Can you make me a logo for my business?" And we always jump on it with joy, seizing the chance to craft a brand strategy, not just slapping together "a logo" and calling it a day. But hold up, DRAMA ALERT! I remember this one time when we kicked off the brand-building process and shared the brief with our client. It's crucial to highlight that without the business input and deets, building a brand is like navigating a maze blindfolded. Their response? "Huh? What's with all this target audience stuff? Brand values? I got none of that! JUST MAKE ME A LOGO AND BE DONE WITH IT!"

WARNING! If you're one of those who think a logo is everything for a brand or you've encountered a similar situation, I'd like to share what you should consider before diving into brand building.

Think with Purpose

This is super relevant. It's a vital starting point I've delved deeper into with every project I tackle at Simétrica Studio (my current job) and others. Before you can build your brand, you gotta have a clear reason for its existence, beyond just stacking cash. What drives you and represents you? Once you got that down, you can craft a much stronger narrative in every move you make.

Give It Personality

Before you start throwing around images or graphics to represent you, picture your brand as a person. What's their vibe? What's their attitude? What motivates them? Are they serious or laid-back? Creative? Intellectual? By giving your brand a personality, you're setting the tone and voice, ensuring all your communication makes sense and vibes with who you are and what you stand for.

A Logo Isn't Your Branding

Sure, a logo visually represents you, but it ain't everything. Branding is about building a brand, from coming up with a name to visual identity (which includes a logo but also other visuals like usage rules, colors, fonts, etc.), defining brand positioning, building loyalty, and setting up a solid structure for its use. All this should be part of your branding game plan, so take a moment to think about its purpose and direction for a more on-point brand strategy.

Use a Guide

Sometimes, it's hard to know where to start in the brand creation process. I recommend using some form of brief, either for your own construction or for your clients. Here you can request the format I use with my clients if you can't find one you like.

Remember, marketing isn't just about having a nice logo; it's about creating a brand as a platform to propel your business where you want it to go and position it in the market.

Got any questions or feeling like you're drowning in a Branding Drama? Hit me up, and I'll be stoked to help.