More than a logo

I know that "Your brAnding is mOre tHan jusT Your logo" is a tired phrase of the 21st century design world and everyone seems to be throwing it around like confetti in a feeble attempt to add depth to their content. And while I'm here to mock it with you, I'm also here to be a party pooper and say it's true.

Just because it's been overused and diluted, it doesn't take away from the original message that was tied to this phrase. If a good-looking logo could save a brand, we'd all be billionaires by now.

This also doesn't mean that a logo is useless. It still is a very key component of your branding, it's just not the ONLY one.

Now, let's talk about this 'more' that everyone keeps referring to.

1. Strategy
   Purpose: To help consumers connect with your brand and vice versa
   What it is: A reason behind the choices you're making. A blueprint that makes you understand the needs of your consumers, your place in their life, and the feeling you leave them with.

2. Visual Identity
   Purpose: To help consumers identify your brand
   What it is: Colours, fonts, logo, graphic elements, icon style, illustrations style.

3. Verbal Identity
   Purpose: To humanize your brand and add depth to it
   What it is: Understanding your personality, tone of voice, and how you speak about your brand and your products.

4. Guidelines
   Purpose: To help you show up consistently and build trust
   What it is: A set of best practices for using your visual and verbal identity correctly.

Now, don't you think it's unfair to expect your logo to do the job of an army? Your logo can be your major general, but it isn't your whole squad.