When you think of a brand I bet the first thing you think of is your companies logo. The truth is when it comes to a brand that’s only a very small part of it. One of the biggest mistakes companies or individuals make is rushing straight into the “fun” part of creating a visual identity when the reality is without a clear brand strategy you may waste significant investment and furthermore hold your business back from really reaching its full potential.
Everyone loves getting involved in the all the creative but please don’t do all the creative till you have developed your brand strategy first
– Lorraine Carter Founder of Persona Branding & Design
If you were to build a house you wouldn’t go the architect and simply say, “design me a house that looks nice”, it has to fulfill certain criteria, how many people will be living in it, how will it fit in with its surroundings, safety requirements etc. The truth is the final design has to incorporate so many considerations so it meets your needs and lasts a long time. Creating a brand is no different.
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In this podcast with Lorraine Carter, she explains why branding is NOT about design and she outlines some of the things you need to consider when creating your own strategy.