Making Magic Using Art & Logic
Branding is the big picture. Though the logo plays an important role, it is but one role needed for the major production that is a brand. When companies try to make their logo do all the "heavy lifting," they usually end up with something that looks like a heavy lifter—otherwise affectionately known as a "Frankenbrand."
Branding is deep thinking and integration of (1) business model (2) a visually and verbally authentic identity (where logo, applications, and content all play important roles), and (3) brand-appropriate marketing strategies.
Like the image of Yogi Tree above, things taken for granted, with a slight perceptual shift, can suddenly go from run-of-the-mill to magical. A tangle of branches becomes structured, sculptural, contemplative, and good to be around.
The process of getting there with any business can be the most thrilling, inspirational, organic, dynamic, precarious, unfolding, scary but important energetic journey designed to pinpoint story, voice, and living, breathing, authentic presence.
In the old days we just called it identity work. Today, brands are identity and a whole lot more. See my Branding Guide for an in-depth review of what to look for when hiring professional branding services. This guide will quickly give you an idea of how big the picture really is, and of how, once you've found help that covers these bases, trust in their expertise and intentions on your behalf, can help your business blossom.
(Image: Yogi Tree, digital photo montage by t.jungle ©2008)