How to choose a logo?

Do you prefer option A or B? 1 or 2? Can you help me choose which is best?Which logo do you prefer? I can’t make up my mind!

These kind of questions and posts have been intriguing me! I have been collecting screenshots of them for the past month or so and I was surprised to count as much as 7 posts a week just in one closed group for entrepreneurs. One of them reached a stunning 1.2K replies! That is a lot of engagement and comments, but is it the answer to how to choose your logo?

I don’t think so. 

“What stood out for me was that the logo represented me and my consultancy”.

That’s what you should aim for feeling when you receive your designs. Represented. 

The mere fact that you did a post on a group asking for people that are not necessarily your target consumers and that don’t have any background about your business should be a big indicator that neither options are truly representing your business.

But why does it happen so often then? 

As a business owner you work on your business plan, on your products, on your marketing message, and sometimes there might be a feeling that all is missing now is a logo, some colours and fonts to make it look nice. 

So, it’s easy to end up in the logo loop: you brief a designer for a logo with the company’s name, what it does and maybe answers a couple of questions on the side. The designer then sends you 2-3 options and gives up to 2 rounds of reviews on the chosen logo. When the options arrive, y look great, but doubt kicks in… you are not so sure which one to choose as none really represents your brand. Somehow, you don’t feel represented. But the job is done and paid, chances are you are bootstrapping at the beginning of your journey and so one has to be picked. 

Listen, it doesn’t have to be this way! 

What is usually missing to make one grow from business owner into Business & Brand Owner is a simple but critical step before design, called Brand Strategy. It’s not rocket science, but it propels your ability to express your brand and communicate your value with confidence and ease.

This step is there to help you bridge your business plan to your consumer/client, to translate all of the work and effort done so far into a brand with absolute clarity on the tone of voice, values and personality.

But Bel, I don’t have the money (or) I don’t have the time (or) I have already paid the designer to deliver A/B.

I hear you. I truly do. And I mean it when I say this: please consider changing your mindset. Here is why:

It’s your business image we are talking about. It is one of the first impressions you will leave in your clients with and it is as costly to do it twice as it is to get it right from the beginning. Just think of how many times you decide to talk to someone at an event because of the way they are presenting themselves…

The value brand strategy brings to your business is huge. Because you get absolute clarity on the direction you need to take, it will save you time and money in the long run. You will have a better understanding of the right channels for your brand, where to invest your money for getting the right clients and you will come across more professional and confident. You will have more ease in briefing providers and collaborators, and inevitably attract more of the right stakeholders.

So, if you are a solo/entrepreneur taking on the task of having your business branded or rebranded, here are a couple of things you can do:

• You can always talk to your designer. Have an open conversation. Some will already offer that service and even be happy you asked!

• If they don’t you can book a chat with me and I’ll walk you through the 5 key questions you should ask yourself when you receive the logos from your designer

• If interaction is not your thing or you just want to have a feel of what these key questions are, you can download a simple checklist of things you should ask yourself when you have skipped Brand Strategy. No need to poll!

Most importantly, shift your mindset and act like the brand owner you are!

The benefits of branding at early stages

Is it really worth working on my brand at this stage? - This is one of the most common questions I get from entrepreneurs.

Well, it depends.

The answer is YES if if by working on your brand you mean getting clarity on your purpose, on the consumer/client you'll be serving and how you intent to change their lives. (also important to consider it if you are preparing to share your idea with possible stakeholders - investors, co-founders, etc - and want them to "get it"). In this case you will fully benefit of the process of branding:
- You'll get extra clarity on your business, your customer and how to find them
- You'll get a clear direction to follow and a compass to all your marketing activities
- Annnnd you'll get a visual identity that translates all that visually.

But, if by working on your brand you mean having a logo, picking a colour palette, and building a website, the answer is not necessarily. Because quite often you DON'T NEED all of them to get started.

So the answer is in your need, and the difference, in the process.

From my experience, investing on a branding at the early stage actually saves you time, energy and a lot of money, because it helps you FOCUS on the right elements for YOUR business !

Here is a Brand Story to illustrate:

Collective Brains was designed nearly 3 years ago and only now the company is launching its product.

As often happens, the business was born out of a core believe and it had clear a scope: it would be a digital platform to bring together thought leaders from different areas to discuss the future of education and work. They believed on the power of collective intelligence to shape the future of education and work.

As the organisation started to take shape and the experts started to join, it became clear that there was an opportunity to go beyond. This week, Collective Brains has (re)launched as a digital platform to connect industry thought leaders and YOU through mentorship programs.

As the core belief and branding informed the design, there was no need for redesign. That is the benefit of working on your brand at early stages: you create a brand connected to its purpose, not to a product.

What about you?
If you have a business, when have you started working on your brand?
And if you are considering having a business, what are your thoughts? Any questions? I'd be happy to answer them.

Hello!

In preparation for writing my contents and opening up this space for sharing the 1 or 2 things I’ve learnt about the power of branding for business and projects with a vision, I have realised one big thing.

I’m a BELIEVER.

I believe in curiosity and the power of a good question. I believe we are constantly learning and that the more informal the process of learning something, the more enjoyable it is.

You see… I believe that branding (strategy and design) can deliver way more than a nice and consistent identity to your business and it does not need to be expensive.

Branding delivers good conversations, speed at work, a business and values compass, informs your tone of voice, where you will touch people’s life and how will you do your job. Makes you see clearer on your business journey.

What about you? What’s your core belief?