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How to Know if You Need a Logo or a Brand

May 9, 2023

A hand holds up a round sticker with a logo on it. The logo reads Cold Brew Established 2015 and has icons of a bicycle and a coffee cup. photo by Rachel Claire

If you're a small business owner, you might be wondering if you need a logo or a brand. A logo is a visual representation of your business, made up of symbols, words, or a combination of both. It helps create recognition and is used on things like business cards, websites, and signage. A brand, however, is a bit broader. It includes the logo but also, for example, typography, iconography, messaging, personality, values, and customer experience. This helps build a strong emotional connection with your customers. When deciding if you need a logo or a brand, consider these factors first:

What stage of business you're in

When you're just getting started, a logo might be all you need or what your budget allows. But as your business grows and matures, you may want to consider a more comprehensive brand identity.

Your business's goals

If you want to create a recognizable visual representation of your business, sticking with a logo may be the way to go. If, however, you're looking to build an emotional connection with customers and stand out from the competition, you may want an extensive branded business.

Who your target audience is

If your target audience is highly visual and relies on quick recognition, having a logo might be key. But if your target audience values a strong brand identity and emotional bond with your business, a complete brand identity could be the better option.

Other factors

There are other factors to consider such as what kind of impression and experience you want to give to your customers or if you've seen a pattern of confusion in what your business is or does. I suggest you have a consultation with a brand expert to figure out your unique business's needs and wants, any problems to resolve, and the brand's health.

Whether you decide to go with a logo or a brand identity, it's important to think about your business's goals and needs. A logo may be enough to get you started, but as your business grows you may want to consider a more comprehensive brand identity.

Simple brand design can be done in one day. Curious? Book a 20 minute call with me.