A brand isn’t one thing. It’s the combination of several components functioning together to create a reputation.
Let’s think about a bike to help understand the complexity of a brand. The look of the bike can be considered your logo, it’s the visual expression of the brand. We know what makes a bike great isn’t simply how it looks though…it’s the experience it delivers.
Too often a logo is seen as something that exists on its own, disconnected from what makes it whole. Within the bike for example, lies the unseen, yet critical components that support it and make it unique; the purpose behind its build, its values that match one rider versus another, the personality that speaks to a certain target market.
All of the different parts of a brand work in harmony to create a whole. Each component is as critical as the next and you can’t have one without the support and strength of the others.
To create a strong brand, you need to think past your logo and visual identity. You must have a clear purpose, mission, values, personality and demonstrate what you stand for and why. Your goal should be to affirm the truth about what makes your brand incomparable to the customers you desire.