Your brand is so much more than a logo

When I first started working with architects and designers, I vividly remember talking about ‘their brand’ and it was met with sniggers and comments along the lines of – “but we’re not a brand, we’re a design practice”. They couldn’t get their head around the idea that a brand wasn’t just a logo or a tagline. What I explained was that their brand was so much more than that.

Ultimately, your audience will decide what your brand is. To help them make that decision, you need to create a reputation. And a reputation is built from a number of things that your business does – the stories you tell, the ideas you value, the inspiration you share, the projects you work on, the culture of your team, how your designs affect and impact people. It’s how you make them feel when they interact with any aspect of your business.

It’s important to think about your brand from a whole of business perspective. Yes, it’s about the content that you put out on social media, but it is also worth considering:

• When potential clients or customers visit your website, what impression do they get?

• Are the projects you’re working on aligning with your brand reputation? [I know you can’t always work on your dream projects, but consider only showing the ones that reflect the work you want to do in the future]

• When people call or email you, are they getting the service they expect? What feeling do they come away with?

• Does the marketing collateral you give people represent your brand?

• If you’re partnering with another organisation, is it the right fit for building your reputation? I

• If you have an office or store front, what feeling to people come away with? Is it welcoming? Is it easy or difficult to navigate?

These are just a few items, but it’s about considering your business as a whole - not just your logo. Take a look at your brand with fresh eyes.