Hi…
We meet with lots of new companies wanting a logo and brand created for their business. From time to time, we get clients coming in with strong pre-conceived ideas about what they want.
“I want a hammer.”
“I want a hammer with flames.”
“I want a hammer with flames and a bird-filled sunset in the background.”
Okay, let’s chill a moment… we aren’t creating a tattoo here.
Designing a logo is exciting. It’s the fun bit of branding – the part where you get to see your business come to life visually. But before you start dreaming about colour palettes, clever icons, or fancy fonts, there’s one thing that can make or break the entire process: strategy. Yup, it might not sound as glamorous, but trust us, it’s the secret sauce to nailing your logo.
What’s the Big Deal About Brand Strategy?
Imagine you’re building a house. You wouldn’t start with the curtains, right? (Unless you’re really into curtains.) You’d focus on the foundations. The same goes for your logo. Strategy is the blueprint that ensures your logo isn’t just pretty to look at, but that it actually works.
When we say “works,” we mean:
– It speaks to the right audience.
– It tells your brand’s story.
– It sets you apart from competitors.
– It feels like you.
Your Logo’s Job: Differentiation, Not Description
One of the biggest misconceptions about logos is that they need to describe what you do. Your logo’s job isn’t to spell out your services; it’s to set you apart from the competition. Think of it like your face—it’s how people recognise you, not a detailed biography. A well-designed logo gives your audience a memorable and distinctive symbol of your brand. (Think Nike, McDonald’s, Target)
Start With the Hard Questions
Before diving into design, it’s worth digging into the big-picture stuff. Think about:
Who Are You Talking To?
Are you targeting busy professionals, eco-conscious millennials, or mining industry heavyweights? Your logo needs to resonate with the people you want to connect with.
What’s Your Personality?
Is your brand playful, professional, edgy, or approachable? (Pro tip: trying to be everything to everyone will only leave you looking bland.)
What Makes You Different?
You’re not just another business in your industry—so what’s your secret sauce? Your logo should reflect that.
The Magic of Strategic Thinking
When you invest time upfront to get clear on your brand’s strategy, something magical happens. You give your designer the context they need to create something that’s not only beautiful but meaningful.
For example, if you’re in the mining sector, you might want a logo that feels solid, dependable, and professional. But without a strategy, you could end up with something generic that doesn’t speak to your audience. Strategy helps avoid those missteps.
It’s Not Just a Logo… It’s a First Impression
Your logo is often the first thing people see when they encounter your business. It’s your handshake, your opening line, your first date outfit. You only get one shot at a first impression, so why wouldn’t you want to make it count?
Trust the Process
We get it, strategy can feel like a detour when you’re itching to see some design concepts. But trust us—it’s worth it. Think of it as laying the groundwork for something truly great. When your logo reflects who you are and connects with your audience, you’ll feel that much prouder every time you see it.
So, before you start sketching ideas or browsing fonts, take a step back. Go deep. Ask the hard questions. And when you’re ready to bring it to life, you’ll have a logo that’s not just good-looking but perfectly on point.
How is your brand looking?
Building a strong brand starts with getting the strategy right. Your logo might seem like just one small piece of the puzzle, but it’s the foundation for everything else.
Book your free branding health check with us today.