Do I Need a Brand Strategy, or Just a Logo?
TL;DR: A logo is a design decision. A brand strategy is the thinking that tells you what that design should say and who it’s for. If you get a logo without a strategy, you’re guessing. For most businesses that plan to grow, strategy comes first because it makes every other decision easier. If you’re a side hustle testing an idea, a simple logo can do for now.
What is a brand strategy, in plain terms?
Brand strategy is the set of decisions about who you’re for, what you stand for, what makes you different, and how you want to come across. It’s the plan. The logo, colours and website are what you build once you’ve got the plan. Skipping the strategy is like decorating a house before you’ve decided how many people are living in it.
Why does the strategy come first?
Because it answers the questions the design can’t. Who are we talking to? What do we want them to feel? Why us and not the cheaper option down the road? Once you’ve answered those, the design almost briefs itself. Without them, you and your designer are both guessing, and guessing is how you end up redoing it all in a year.
Can’t I just get a logo and sort the rest later?
You can, and plenty do. The trap is that a logo made without a strategy is a shot in the dark. It might look nice, but nice isn’t the job. The job is to attract the right people and say the right thing. A good logo built on a clear strategy does that. A logo built on nothing just looks like a logo.
When is a logo on its own actually fine?
When the stakes are low. If you’re testing an idea, running a small side project, or genuinely can’t spend yet, a clean simple logo will get you moving. Just know what you’re buying. You’re buying a placeholder, not a brand, and that’s a fine choice as long as it’s a choice.
What should you do first?
Before you brief a designer, get clear on three things: who you’re for, what you promise, and what makes you different from the next option. Even a rough version of that turns a logo from a guess into a decision. Write it down. It’s the cheapest, most valuable branding work you’ll ever do.
Want help getting your strategy clear before you spend on design? That’s my favourite kind of job. Get in touch.
TL;DR: A logo is a design decision. A brand strategy is the thinking that tells you what that design should say and who it’s for. If you get a logo without a strategy, you’re guessing. For most businesses that plan to grow, strategy comes first because it makes every other decision easier. If you’re a side hustle testing an idea, a simple logo can do for now.
What is a brand strategy, in plain terms?
Brand strategy is the set of decisions about who you’re for, what you stand for, what makes you different, and how you want to come across. It’s the plan. The logo, colours and website are what you build once you’ve got the plan. Skipping the strategy is like decorating a house before you’ve decided how many people are living in it.
Why does the strategy come first?
Because it answers the questions the design can’t. Who are we talking to? What do we want them to feel? Why us and not the cheaper option down the road? Once you’ve answered those, the design almost briefs itself. Without them, you and your designer are both guessing, and guessing is how you end up redoing it all in a year.
Can’t I just get a logo and sort the rest later?
You can, and plenty do. The trap is that a logo made without a strategy is a shot in the dark. It might look nice, but nice isn’t the job. The job is to attract the right people and say the right thing. A good logo built on a clear strategy does that. A logo built on nothing just looks like a logo.
When is a logo on its own actually fine?
When the stakes are low. If you’re testing an idea, running a small side project, or genuinely can’t spend yet, a clean simple logo will get you moving. Just know what you’re buying. You’re buying a placeholder, not a brand, and that’s a fine choice as long as it’s a choice.
What should you do first?
Before you brief a designer, get clear on three things: who you’re for, what you promise, and what makes you different from the next option. Even a rough version of that turns a logo from a guess into a decision. Write it down. It’s the cheapest, most valuable branding work you’ll ever do.
Want help getting your strategy clear before you spend on design? That’s my favourite kind of job. Get in touch.