A Logo is Not Enough
"I just really need a logo, that's all."
I get it.
You're dying to make things happen.
A logo will help you get noticed.
Stand out.
Look official.
You can finally put up that website, or print those t-shirts, or make those labels.
But it’s not that simple.
The truth is, in today’s world, your business will exist in so many spaces.
You’re gonna need more than a logo to convince anyone to care.
Just think of all the places people will see you.
Will a logo tell them what they need to know?
If you really want an advantage, figure out your verbal identity.
what is Verbal Identity?
Ask yourself, “How do I talk about my business?”
What do you say to people wanting to know more about what you offer?
What do you say to them in a TikTok? On a billboard? Face to face?
That story that you tell them is your verbal identity.
Did you know you could write this story however you want?
People will believe this story.
Especially if it makes sense.
And they’ll care about it, if they can see that the story is really about them.
Designers, writers, and marketers know this.
It’s all part of the strategy of making things.
make your story make sense
I’m gonna let you in on a secret: the simplest trick is to keep a consistent theme.
That’s it.
Have a recurring idea.
This way, everything from your value proposition to your elevator pitch is aligned.
Ignore the jargon.
There’s a lot of that in business, branding, design, and strategy.
I want to try to make it really easy to understand.
Name: The first opportunity to deliver your brand message.
Tagline: The promise you make to your audience about what they can expect.
Messaging: The most important thing for people to understand and remember about what you do.
Voice: The personality and attitude expressed when you talk and write.
Positioning: The specific audience need you fulfill that your competitors don’t.
We start at the bottom, and work our way up.
That means the name comes from the tagline, which is based on your messaging, which is shaped by your positioning and takes your voice into account.
“So where does your positioning come from?” you might ask.
Your positioning is what makes you different.
You figure out your difference by knowing what your audience wants, seeing what’s already available, and figuring out how you can deliver what you offer in a way that makes their lives easier.
This is the cornerstone of your strategy.
This is what you’ll be remembered for.
This is the essence of your brand.
Lets take a look at Discord.
Each part of their verbal identity stands confidently on its own, and is connected to the whole.
Each part borrows from the previous, maintaining a common thread.
By the time you start designing a logo, you’ve got a wealth of information to pull from.
In case you didn’t peep the pattern: your logo is informed by your verbal identity.
Your logo isn’t the only thing that’s influenced.
Every part of your marketing is affected.
Every experience you offer is shaped by how you communicate.
Wanna have great content? Better ads? Effective landing pages?
All of that comes down to the story you’re telling.
Conclusion
So, what can we take away?
You can't just slap a logo on stuff and expect sales.
A logo is only a small part of your brand.
It’s not insignificant, but it’s only important when people know what it is, and like what it stands for.
They’ll only know what it stands for if there’s a story.
What’s the story that comes with your logo?
How do you talk about your products and services?
What will your marketing look like?
Think of it this way: you can tell people whatever you want about what you’re doing.
What do YOU want them to remember?
Get your verbal identity in order.
Create a brand.