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10 Reasons Why Branding Goes Beyond Just a Logo

by | Aug 13, 2023 | Branding

A teal and white graphic with the text "10 Reasons Why Branding Goes Beyond Just a Logo."

Table of Contents: 

Reason #1: Elevate your Professionalism
Reason #2: Connect Emotionally
Reason #3: Tell Your Story
Reason #4: Build Trust and Recognition
Reason #5: Align with Your Audience
Reason #6: Adapt and Evolve
Reason #7: Stand out in a Crowded Market
Reason #8: Convey Your Values
Reason #9: Create a Lasting Impression
Reason #10: Foster Business Growth
Learn more About Diamond Branding Package


As an ambitious entrepreneur who wants to make their mark, you have come to the right place. 

Before we dive deeper into the world of comprehensive branding, let’s address a common misconception that many new business owners have: a logo alone is all I need for my business. 

You know why a logo is important for your business as a business owner. 

A logo helps with the following: 

  • recognition
  • awareness 
  • and to represent your business.

But a logo is only a tiny part of the whole brand toolkit you need for your business. 

The impact of a robust branding strategy will revolutionize your business and how you engage with your audience. Instead of simply existing, you will thrive and make meaningful connections. 

If you’re determined to unlock your business’s full potential, keep reading to discover ten compelling reasons your small business needs a comprehensive branding strategy and develop a robust, cohesive brand identity.


Reason #1: Elevate your Professionalism


Creating a robust brand may seem daunting, but it doesn’t have to derail you. 

When your business starts to develop a robust brand and strategy, it will be easy to get into a flow to have everything cohesively come together. 

A logo is the first impression that your business has with your customers. But with a comprehensive branding strategy, you’ll be able to showcase your professionalism and unique selling points at every touch point. 

When your visuals, messaging, and values align coherently, you convey a sense of credibility and expertise that sets you apart from your competitors. 

A well-crafted brand isn’t just visually pleasing: it’s a testament to your professionalism. In the world of business, trust is paramount. A cohesive and polished brand design conveys that you’re serious about what you do. It assures potential clients you’re dedicated, reliable, and committed to delivering quality. 

When you show up consistently, your credibility soars. 


For example:

You’re looking to renovate a room in your home, let’s say, your bathroom. When you are looking for contractors in your area, you research on Google and find their business website, social media accounts, and maybe some reviews. 

Based on all of these branded touchpoints, you will make your decision and ask them to schedule a time to visit to supply you with a quote. 

When they come to your house, you notice their t-shirts, business cards, and trucks all have their company logo. After their visit, they send you a quote quickly with a branded invoice and an email with a branded email signature. 

These touch points help build this contracting company’s professional, dedicated, reliable reputation. 


Reason #2: Connect Emotionally


Branding isn’t just about looks; it’s about feelings.

The colours chosen for your brand will evoke specific feelings in your customers. This is called colour psychology – blue may convey trust, while red might symbolize passion.

Thoughtful design choices tap into these emotions, creating an emotional bond between your brand and audience. They’re more likely to engage and convert when they feel understood and valued.

For example, when I rebranded Broadbent Studio in 2020, I wanted to choose welcoming, bubbly, feminine and professional colours. My primary shade of pink is associated with calmness, femininity, and kindness. All parts of my brand and my personality that I wanted to highlight. Using pink has helped me connect with my ideal target audience, female small business owners. 


Broadbent Studio Logo with light pink background.


Reason #3: Tell Your Story


As a business owner, your story is what sets you apart. Your brand design is a visual storyteller, conveying the essence of your journey, values, and the solutions you offer. 

Think of it as your unique language that speaks directly to the hearts of your audience. From the images you choose to the emotions they evoke, each design element crafts a narrative that resonates.

Toms Shoes is a brand that has masterfully incorporated their brand story into their design. Their “One for One” campaign is visually reflected through their tagline, imagery, and logo, showcasing their commitment to giving back. This emotional connection with their audience has made Toms Shoes not just a footwear brand but a movement.


Reason #4: Build Trust and Recognition


With inconsistent, unorganized branding, it can be confusing and disorienting to your customers.  

Consistency creates familiarity and trust. Branding and brand strategy give you a roadmap for building a business that people remember and foster trust and loyalty among your audience.  

When you build brand recognition, your identity becomes so distinct through strategic brand design that it’s instantly recognizable even in a sea of competitors. Your target audience sees your colour scheme or typography. They’ll know it’s you. This recognition fosters trust and familiarity, encouraging them to choose you over others.

Brand recognition is the key to that memorable status. 

Starbucks is a shining example of outstanding brand recognition. Their iconic green mermaid logo and distinctive typography are instantly recognizable worldwide. This recognition has transformed Starbucks into a household name, making it a go-to choice for coffee enthusiasts everywhere.


Reason #5: Align with Your Audience


Do you have content creation paralysis? Where do you know you need to create content to market your business but don’t know what to make?  You’re not alone – everyone sometimes does, so don’t feel bad about it. 

The fastest way to overcome this is to understand your target audience deeply.  

When creating a comprehensive brand strategy, we consider your audience first. We deep dive into their preferences, values and aspirations during the beginning stages of developing your brand. 

This ensures that your brand visuals and messaging resonate with them on a deep level. 

When you gain a deeper understanding of the target audience, you’ll know what makes them tick,  and that will also help you easily create content ideas to support and connect with them.

Here’s what I mean:

It’s like baking without a recipe when you aren’t aligned with your target audience. You have a good idea of what goes into the recipe to make cookies, but you’re unsure. So you might be able to create something like a cookie, but not exactly what you were hoping for. 

But when you’re aligned with your target audience, you use the recipe. You know exactly what ingredients you need to make the perfect outcome you’re looking for. 


Reason #6: Adapt and Evolve 


Your brand is as dynamic as your business journey. A logo alone can feel stagnant, but a comprehensive brand design evolves with you. As you introduce new services, target different demographics, or expand your reach, your brand design adapts seamlessly. This adaptability ensures your brand remains relevant and aligned with your ever-changing goals.

Apple is a prime example of a brand that has evolved its design over the years. From their original rainbow-coloured logo to the sleek monochrome apple we know today, their design has adapted to match their shifting product offerings and target audience.


If you are looking for a brand refresh, learn more about my Branding Packages now!  


a person drawing letters on a sketch pad. Photo by Karolina Grabowska


Reason #7: Stand out in a Crowded Market


Your brand design gives you the edge to rise above the noise. It’s not just about competing; it’s about being unforgettable.

When your brand resonates deeply, you become a go-to choice, not just another option. It’s about capturing attention, making a lasting impression, and securing your spot as a top-of-mind choice.

Nike’s “Swoosh” logo is simple yet powerful. Its minimalistic design has made it instantly recognizable, allowing Nike to stand out in the crowded sportswear industry. The Swoosh embodies movement, energy, and victory, aligning perfectly with Nike’s brand ethos.


Reason #8: Convey Your Values.


If you want to ensure that your business and target audience are on the same page, developing a solid brand strategy is important.

 That means getting to the heart of your company’s values and communicating them effectively through design, messaging, and actions. 

When you do this right, your brand will attract customers who share your beliefs, and you’ll be able to build a strong and cohesive community around your company. 

So don’t skimp on the branding – it’s essential to any successful business!


Reason #9: Create a Lasting Impression


That’s the goal, right? First impressions matter, but lasting impressions are invaluable.

 A comprehensive branding strategy ensures that every interaction leaves a positive and memorable mark, encouraging repeat business and referrals.

Brand Strategy helps you leave a positive and memorable mark with every interaction by showing you how to create cohesive brand interactions.

Now that you’re excited about the world beyond logos, it’s time to take action and create a comprehensive brand design strategy that resonates with your audience and elevates your business:

Here’s how it works:

  1. Find a Brand Designer: Seek a professional brand designer who understands your vision, values, and target audience. Collaborate closely to bring your brand’s essence to life.

  2. Define Your Brand’s Personality and Values: Reflect on what your business stands for, its personality, and core values. Are you modern and innovative? Classic and dependable?Let these qualities guide your design choices.

  3. Craft a Visual Identity: Work with your designer to create a consistent visual identity. This includes a colour palette, typography, logo variations, and imagery guidelines.

  4. Understand Your Audience: Dive deep into your target audience’s preferences, desires, and pain points. Tailor your design to resonate with them on an emotional level.
  5. Create a Cohesive Online Presence: Extend your brand design across all online platforms, ensuring a seamless experience for your audience.

  6. Regularly Evaluate and Evolve: Your brand design isn’t static. Regularly assess its effectiveness and adapt as your business grows and evolves.




Reason #10: Foster Business Growth

Ultimately, a comprehensive branding strategy fuels business growth. It amplifies your reach, enhances customer loyalty, and opens new opportunities. With a well-crafted brand, the possibilities are limitless.

As digital platforms become the heart of business operations, your brand design plays a crucial role online. Your website, social media profiles, and email newsletters are all extensions of your brand. A cohesive design ensures a seamless experience across these platforms, making engaging your audience with your content and offerings easier.

Airbnb’s brand design translates seamlessly across various digital platforms. Their website, app, and social media profiles maintain a consistent visual identity, creating a user experience that’s both intuitive and visually appealing. This consistency makes it effortless for users to engage with their platform and trust their services.




Learn more About Diamond Branding Package. 


There you have it, ten reasons you need more than just a logo for your business. As you embark on your branding journey, remember that it’s more than just a logo – it’s a transformative experience that shapes your business’s identity and impact. 

If you’re ready to take your small business to new heights, explore our comprehensive branding services – https://broadbentstudio.com/branding-packages/ 

Let’s work together to create a brand that resonates, inspires, and flourishes! 🚀🌟


10 reasons why branding goes beyond just a logo - Broadbent Studio
10 reasons why branding goes beyond just a logo - Broadbent Studio