Your Logo is Not Your Brand

I've always loved small businesses. From Burt's Surf Shop on the coast of North Carolina to brunch at Melanie's in Boone, Octane and Winslet & Rhys in Birmingham, and Midland Coffee in Gainesville, small businesses hold a special place in my heart. They're relational, personable, and places that leave me thinking "I want to be a part of that." 


When I founded Telltale Creative, helping small businesses succeed was at the forefront of my vision. Over the years, I have guided so many friends and now clients in launching and growing their businesses, and the biggest thing they each struggle with is their brand identity.

The most common misconception is that a "brand" is just a logo. That could not be further from the truth. A brand is the personality of a company, who they're targeting, their five and ten year visions, why the exist, and how they serve their customers. A logo is just a visual communication of a brand's identity.

A brand identity dictates what a business is all about to it's clients, but it also (and sometimes even more importantly) provides direction for the business owners themselves. With confidence instilled in the owners about why they exist and what direction they can be moving, they can better sell their services or products. They can communicate better, explain their jobs, describe their passions, and ultimately, grow as a business. 

If you have a beautiful logo but it's not working, what good is it? Take some time to step back and evaluate what your brand is really about. To get started, try asking yourself the following questions to discover your brand identity: 

1. Who is your current audience? Who is your target audience? How do these answers compare?

2. What is the story behind your brand? 

3. Who are your competitors? What sets you apart from them?

4. What are five adjectives you would use to describe your company? 

Now compare these answers to your logo, your website and your social media. Do they line up? If not, it's time to think about a rebrand!

P.S. We're pumped to be launching this blog! We wanted to start by telling you how we got here and why we're passionate about branding. Small business owners, we're cheering for you! 


DesignLydia Kerr