Why You Need a Brand Identity vs. “Just a Logo”

As a designer, I often get inquiries from prospective clients asking for “just a logo”, i.e. a mark that symbolizes their business. While I do think there is value in a logo alone (for instance, you’re just getting your company or side hustle up and running and need a placeholder for the top of a business plan), there comes a time when having “just a logo” can actually be the reason you’re not attracting your target audience and potential loyal customers.

Take all of the logos you’ve grown up seeing, for example, Nike, McDonalds, and Coca-Cola. A swoosh, an “M”, and a name in script...not very telling. And yet, we as consumers know exactly what that brand sells, stands for, and even how they speak to their audience. Why? Because they have defined their brand identity and have infused it into every aspect of their customer facing materials (aka marketing).

You recognize their colors, their tone of voice in their messaging, and photography aesthetic. It’s recognizable because it has been deliberate and consistent for a significant period of time.

Your choice to purchase any of these products also says something about you: your personality, your values, and how you choose to spend your money. I mean, there is a reason why you buy from Nike instead of Adidas, McDonalds instead of Burger King, and Coca-cola instead of Pepsi, right? You are loyal to that brand.

So What IS a brand identity?

A brand identity is the design, messaging, voice, and other consistent storytelling components a business uses to connect with their ideal audience. And YES, this includes a logo, but it also includes a color palette, copy, typefaces, packaging, social media posts, advertising, printed materials...anything a business uses to speak directly to their potential or current customers.

Does your logo alone tell your audience who you REALLY are, what you value, believe in and strive to change in the world? No. Those characteristics are all portrayed through your brand identity.

Once a business’ brand identity has been established, consistency is key. Consistency is why you keep coming back to that store/website/restaurant. Why you’re confident to tell your friends and family about the brands you love. It’s through consistent messaging and delivery that a business DTR (defines the relationship) with their customers and starts to build that loyalty. There is nothing better for your business than cultivating relationships with current customers who will keep coming back and bring in new customers for you through word of mouth.

So, let me ask you one more time...do you really want JUST a logo? I didn’t think so.