Why a Successful Brand Needs More Than a Logo

When you think of a brand, one of the first things that come to mind might be its logo. It’s understandable since logos tend to be people’s first interaction with a business’ brand. However, while a logo is undoubtedly important, there is much more to branding than logos.

Your brand is the experience your audience has with your business. It’s the way you relay who you are and what you do. It sets you apart from the competition and helps you to build relationships with your target audience. 

So what tools do you need to develop a successful brand worth investing in? Let’s walk through them.

1. A Business Vision

To create a successful brand, you first need to establish your business vision. Your business vision is your idea of what you ultimately want your business to become. This includes a thoughtful concept of what success will look like for you in the future, how you want to shape your brand, and what you strive for in the big picture. 

Establishing your vision will not only help you to establish a clear end-goal for your endeavors, but it will provide you with a broad view of your business and where you would like to take it eventually. If you need help with your business vision, you can start with my planner, The Vision Guide. I designed it to help you strategize your business vision through actionable items.

2. A Brand Strategy

What exactly is a brand strategy? It can seem like some mythical thing but it can be a powerful tool for the success of your business. A brand strategy is a high level look at what your brand stands for. When you can get clear on the strategy behind your brand you can have a better idea for how to structure your products or offers so it aligns with your big picture goals. 

To help come up with an intentional brand strategy answer the following questions:

  • What do you want your brand to be known for?

  • Why do you do what you do?

  • What is the overall purpose of your business?

  • Who are you serving and why?

3. Clear Design Style

Every brand, regardless of your business model or industry, should have a defined design style. By design style, I mean colors and fonts you use throughout your marketing materials. Consistently presenting your business across every platform you use, from your website to your social media and emails to your printed goods, is what helps your customers and potential customers get to know your brand. 

Once you select your design style, it’s helpful to put them in a branding guide so that you, and anyone who works on your business, can easily refer back to them whenever necessary. 

4. A Business Plan 

Without a business plan, you might be investing time in areas and tactics that don’t support your business goals. Writing your business plan helps you strategize your brand by understanding who your target audience is and how you will reach them. 

Developing a business plan is an essential step for guiding your business to success. Taking the time to organize your thoughts, contemplate your goals, and create a plan for your business’s future will help you shape your marketing efforts and identify promising opportunities.

Follow the steps on my Business Plan Checklist (below) to make sure you’re covering all your bases with your plan. 

Business Plan Checklist from Sonrisa Studio


If you are ready to stop feeling overwhelmed and start coming up with a plan for your business check out our collection of business growth planners.  





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