How to Turn a Logo into a Brand

It’s nearing the end of the month and we have made it to our final blog post in the Creating a Visual Brand blog series.

 

Part 1 | Part 2 | Part 3 | Part 4

 

You’ve already created your inspiration board, which you now know is your reference guide. You’ve learned color theory and typography. And you’ve just designed an unforgettable logo.

Now, how do you turn that into a brand?

A brand is created when a company considers the entire experience the customer has with them and they have branded each interaction.

When you stop working after your logo is designed you’ve left open a lot of gaps. You need to consider how you will name your products or services, what collateral you will need and how your website should be designed. All of these things and much more come together to create one cohesive brand.

How to turn a logo into a brand | Part 5 of Creating a Visual Brand blog series

 

Brand Collateral

Brand collateral are the additional elements used to promote and support your brand. A few examples are: brochures, sales scripts, social media graphics, media kits… and much more.

Walk through all the different ways your ideal client may encounter your brand. Consider how you can improve and brand that encounter for your audience.

By creating these brand collateral items you are creating consistency across your brand. That is why we create the inspiration boards, choose color palettes and pair fonts.This is how people will learn to recognize and connect with your brand.

A logo on a website doesn’t create a connection. It barely leaves an impression.

 


 

Website Design

A professionally designed website provides clients with the feeling of trust.

I’m sure you’ve heard this many times. Maybe you don’t see the value or maybe you can’t afford it. But, this is why I feel it’s an important investment.

I’m going to tell you a little story about a poorly designed website I recently ran into.

I wanted to purchase a new dress for my honeymoon. It was adorable and exactly what I was looking for. I was thrilled.

I clicked over from Pinterest to their website and stopped cold. The website was incredibly hard to use and honestly sketched me out. The website alone convinced me that the dress wouldn’t arrive on time or in my size.

There website design cost them my business.

Now, this doesn’t mean you need the most expensive web designer or that you can’t get away with a certain level of DIY. The message I’m wanting to send is that your website is a huge part of your brands perception.

Your website is far larger than any one piece of your brand collateral. Your website is always live and always open to the public. The message it’s sending is loud and clear - so it needs to be on-brand.

Just like each image of the inspiration board needed to fit your brand adjectives. Each design element of your website also needs to fit those adjectives.


 

The Details

The details are my favorite part of any brand. It’s what sets the exceptional businesses apart.

Think of Asana and their flying unicorn.

If you don’t have an Asana account a unicorn flies across your screen whenever you complete a task.

They understand their audience well enough to know something so small had the ability to bring them big joy.

As a small business owner the to-do lists are very long. Some tasks are significant and some are just reminding you to send an email. But, keeping your work exciting, empowering and magical is a big deal. It’s why small business owners open businesses. They love what they do. So, getting one step closer feels magical.

Brainstorm how you can add a little spark to your service, blog, email signature - it doesn’t matter how big or how small. What does matter is that it connects with your audience. These details make all the difference to your clients and customers.

 


What are some ideas you have for adding a little spark to your business? Let me know in the comments!