Three Things That Your Logo Doesn’t Do, But Your Brand Does

Brand Strategy | 0 comments

Raise your hand if you have ever started your business and the first thing you did was develop a logo.

Maybe you did it because you wanted to look professional so no one would really know how new this all was to you.

Maybe you did it because people told you to.

Maybe you did it because you know that consistency is important.



But let me ask you this: did you know your purpose beforehand?

Did you develop a message? Logos and brand identities act as a visual language for your business. It’s there to communicate something about your business, but did you ever sit down to think about what it’s communicating and whether that’s what it should be saying?

Here’s the deal—and I will say this until I’m blue in the face—your logo is not your brand. Your brand isn’t what you say it is, it’s what your audience thinks it is which means that everything about it should be inspired by helping to create the impression you want. That means knowing your purpose and message before designing a logo because what you’re really doing is creating an experience, and your logo is going to be what that experience is remembered by.


ONE: Your logo cannot deliver your service or product

You do as a representative of your brand.


TWO: Your logo does not build relationships.

Your brand does because there is someone acting as a representative of your brand on the other end for your audience to connect with and putting useful content together and posting inspiring quotes.


THREE: Your logo cannot guide your message and actions.

Your brand can when it’s based on a strong purpose because then that purpose is the center, the north point on your compass. The goal is to be able to continually ask yourself how [insert new idea/product/content here] will help you and your audience fulfill your purpose.


At the end of the day, you can’t fake it till you make it with branding for very long because if it’s built to be design first then it’ll start fraying at the edges as start navigating new waters.

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