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Moving Beyond Your Logo




Building a successful brand is critical to any service-based professional in today's fast-paced business environment.


A well-designed brand identity can help you differentiate yourself from the competition, build brand awareness, and establish trust with your customers. However, many companies make the mistake of relying too heavily on their logo to define their brand identity.



The Logo


Your logo is your visual representation and should be known for leaving a lasting impression in the minds of consumers. The logo should be easily recognizable and convey a sense of trust and professionalism, and wherever possible, convey the essence of your personality, values, and mission.


For example, a company that values sustainability may choose to incorporate natural elements or earth tones into the logo. Similarly, a tech company may opt for a sleek, modern design that depicts innovation and forward thinking.


When it comes to leaving a memorable mark, simplicity is often key. A clean and simple logo design is more likely to be memorable than one that is overly complicated. Remember, it should be easily recognisable, even when viewed in small sizes or from a distance.



Beyond the Logo



While your logo is integral to your brand identity, it's just one piece of the puzzle. To establish a strong and memorable brand, you need to look beyond your logo and consider all the elements that contribute to it.


Defined Personality


This is how you want your customers to perceive your brand. Think about what adjectives you would use to describe your brand's personality - are you fun, serious, sophisticated, or playful? Once you've defined your brand's personality, ensure that every aspect of your identity, from your colour palette to your messaging, reflects it. Stay authentic and aligned with your original mission statement and goals. Potential clients should be able to instantly describe any emotions or characteristics your business evokes.


Develop Consistent Visual Language


Consistency is key when it comes to building a strong brand identity. You want to develop a consistent visual language that extends beyond your logo. This means defining a colour palette, typography, and other design elements used consistently across all your marketing materials.


Below are some examples:


  • Apple - Apple's brand identity is known for its clean, minimalistic design, with a focus on simple, sleek lines and high-quality materials. This design language is consistent across all Apple products, including their hardware, packaging, and marketing materials.


  • Coca-Cola - Coca-Cola's brand identity is characterised by its iconic red and white colour scheme and classic font, which has remained consistent for over a century. This visual language is reflected in all aspects of the brand, from its packaging to its marketing campaigns.


  • John Lewis & Partners - John Lewis & Partners' brand identity is centred around its clean and elegant design, signified by a simple, serif font and muted colour palette. This visual language is consistent across all touchpoints, including their website, social media, and in-store displays.


  • Tesco - Tesco's brand identity is known for its bright and bold colour palette, used consistently across all marketing materials and in-store signage. This visual language is designed to create a sense of excitement and energy and to make the brand stand out in a crowded marketplace.


  • British Airways - British Airways' brand identity is characterised by its use of the Union Jack flag, incorporated into its logo and livery. This visual language is consistent across all touchpoints, including its website, social media, and in-flight experience, creating a strong sense of national pride and identity.


Crafted Messaging


Your messaging is another important component of your brand identity. Think about what messages you want to communicate to your customers and how you want to position your brand. Develop a clear and concise messaging framework that guides all your communication efforts.


As we at Aestic have deep roots in the health and wellness industry, we looked at some campaigns you may be familiar with to help illustrate this point. Below are three campaigns that are easily understood by their audience, easily remembered, and the message can inspire them to take action.


  • "Stoptober" by Public Health England - Stoptober is an annual campaign that encourages smokers to quit smoking for the entire month of October. The messaging is very simple and straightforward: "Stoptober – the 28-day quit smoking challenge." The campaign includes a range of resources and tools to help smokers quit, all based on the key message of quitting for 28 days.


  • "Dry January" by Alcohol Change UK - Dry January is another annual campaign that encourages people to abstain from alcohol for the entire month of January. Another simple message: "Go alcohol-free for 31 days." The campaign includes a range of resources and tools to help people stay alcohol-free, all based on the key message of going alcohol-free for a specific amount of time.


  • "This Girl Can" by Sport England - This Girl Can is a campaign that aims to encourage women to get active, regardless of their size, shape, or ability. The messaging is empowering: "Sweating like a pig, feeling like a fox." The campaign includes a range of resources and tools to help women get active, all based on the key message of feeling confident and empowered while exercising.


Tone of Voice


How you communicate with your customers, the language, and the style reflect your brand's personality and messaging. Do you want to be friendly, authoritative, or humorous? Ensure that your tone of voice is consistent across all your marketing materials and matches other elements of your identity.


It's always easier when you have some examples to tally fresh information with. Below we have listed 5 companies serving 5 different markets to help distinguish their 'tones' when communicating with their customers.



  • Innocent Drinks - Innocent Drinks is a UK-based smoothie and juice company that uses a friendly and playful tone of voice in their branding and messaging. Their content is often humorous and lighthearted, with playful graphics and quirky product names like "This Water Goes Well With... Anything Really."


  • Nike - Nike is a global sportswear brand that uses a motivational and inspirational tone of voice in their messaging. Their content is designed to inspire and empower athletes, with messaging that often uses bold and confident language, such as "Just Do It" and "Believe in More."


  • Cadbury - Cadbury is a UK-based chocolate company that uses a warm and nostalgic tone of voice in their branding and messaging. Their content often evokes feelings of joy and happiness, with messaging that emphasizes the pleasure of indulging in chocolate, such as "Joyville" and "Free the Joy."


  • The Economist - The Economist is a UK-based news and current affairs publication that uses an authoritative and intellectual tone of voice in their messaging. Their content is designed to convey a sense of credibility and expertise, with messaging that often uses sophisticated language and analytical insights.


  • Old Spice - Old Spice is a US-based men's grooming brand that uses a humorous and irreverent tone of voice in their branding and messaging. Their content often features absurd and over-the-top humour, with messaging that pokes fun at traditional masculinity and stereotypes, such as "Smell Like a Man, Man."



Emphasise user experience


Your identity should also consider the user experience. This means thinking about how your customers interact with your brand across all touchpoints, including your website, social media, and in-store experience. Ensure that your personality and values are reflected in all aspects of the user experience.


Are you eager to refine your business identity and reach new markets?


It's time to move beyond your logo and start thinking about your brand identity as a whole. As branding specialists, we can help shape your perception and ensure your services are well received. Don't settle for a generic logo - let's work together to create the full image, persona and character that truly reflects who you are and what you stand for.


Reach out to me today to get started!







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