It is just a visual representation of what you’ve determined your brand to be.
If you skipped all the steps to define your entire brand, and jumped right into the logo, then there’s a good chance it is hurting your brand.
You have a brand whether you know it or not.
Your brand is what people feel, or think of when they consider you.
Defining your brand is your effort to tell the story you hope/want people to feel, or think when they consider you. Everyone could have a different idea of your brand, but your efforts to define it for them, and then staying true to it will help you harmonize their impression. Either way, they have an impression, and that is your brand.
It should be specific, impactful, and a reason to care.
"What do I want people to say to others when referring to me and my business?"
Your brand essence is the connection that people have with you and your business. It plays a crucial role in shaping their opinions, preferences, and loyalty. By understanding and defining your brand essence, you can create a strong and consistent brand identity that resonates with your target audience and helps you stand out.
Going from your brand essence to designing a logo involves a series of steps that help you translate your brand's core values, personality, and identity into a visually appealing and memorable graphic representation.
Here's a step-by-step guide on how to go from brand essence to logo design:
“Nobody knows Tellico Lake better than Rick Smenner”
That’s a ringing endorsement that hits solidly.
It’s a solid brand that should be consistently promoted and protected.
By following these steps, you can effectively translate your brand essence into a visually compelling logo that represents and strengthens your brand identity.
If you find yourself a bit overwhelmed with all this, or if you jumped the gun and settled on a logo before considering your Brand Essence, reach out to us and we can help. We've been building brands and designing logos for over 20 years and can't wait to discuss how we can help.