Dream & Do

L is for LOGO [Z-A for Start-ups]

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L is for LOGO

A logo is NOT a brand.

Lots of people come to Dream & Do in the beginning stages, with a great business idea and a plan, and they often think the only graphic thing they need is a logo so that they can be on their way to a brand.

Yes, you need a logo, but you also need a brand. They are not one and the same!

So, what the heck is a brand?

In his award-winning book ‘Brand: It ain’t the logo’, Ted Matthews says: “A Brand is the sum total impression and memory of every remarkable, every so-so and every negative experience with any and all touchpoints of an organisation.”

We help to educate our clients on the difference – branding is more work and strategy and planning and thinking, but once you’ve nailed it, all the applications are easy.

At Dream & Do, our process is to spend a lot of time in the beginning on the concept, purpose, direction, empathy mapping and values, so that all stakeholders, our team, your team and your customers, will really understand what you’re about and why you exist. Most of all, we can find your point of difference and help you leverage that to thrive and sell your idea. Then we can get into the nitty gritty of design that expresses those things in a simple, engaging and aesthetically pleasing way.

“Brand is your strategy. If you’re a consumer brand, brand is your products and the story that those products tell together.” – Harvard Business Review

Something to mull over… If you’re given 60 minutes to cut down a tree, you should spend 50 minutes sharpening the blade – and that’s what we do at Dream & Do. It’s your ideas, and our creativity, and we’re helping to form your brand’s DNA for you to keep.

Goals can change, but values should always stay the same. We help you come up with your brand values in the beginning and always check back on them as our brief when creating design and branding for you.

According to Harvard Business Review, brand is your strategy, calls to action, customer experience, your communication, the way you speak, your people, facilities, visuals, and logo.

A brand is a personality – it’s the soul of your business – the soul that connects to the customers.

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