Why ‘just a logo’ isn’t enough - and why you need brand strategy
Of course, every business owner wants a nice logo and good branding, but someone has to say it…
Having a nice logo isn’t enough. Sorry! 🤷♂️
This is because having a great brand isn’t just about how your business looks—it’s about how it works.
This is where brand strategy comes in.
The Power of Strategy in Branding
Brand strategy is the foundation that gives your business direction, purpose, and a clear voice. Without it, even good branding can fall flat. A cohesive brand strategy is the glue that holds everything together, helping you stand out in a crowded market.
Strategy = Clarity 🧐
A clear brand strategy defines who you are, what you stand for, and who you’re speaking to.
When you’re confident in your message, your audience will be too. With strategy, your entire brand has been designed with your message, mission, and values in mind.
Without clarity, branding is basically a guessing game, and guesswork doesn’t build strong brands—it creates confusion.
Memorable Experiences Matter 🧠
I come from a psychology background, so I know firsthand how powerful perception, emotions, and memory are in shaping decisions. That’s why it’s important to create branding that connects with your audience. The entire brand experience should be thought out in terms of the customer experience.
Take packaging, for example; From the moment that you receive a package, the entire experience should be memorable and enjoyable for your customer. Think of how memorable Apple’s packaging is, for example.
This is because people don’t just buy products or services—they buy experiences, emotions, and trust. Your audience wants to connect with brands that resonate with them on a deeper level. A solid strategy helps you craft a consistent message and experience that turns casual followers into loyal customers.
Targeting the Right Audience 🎯
If you’re speaking to everyone, you’re speaking to no one. This might sound counterproductive; “Why would I narrow down my audience so I can sell to LESS people?” but in reality, honing in on a specific audience allows you to cater your brand experience and messaging in a way that connects with that specific audience.
A strong brand strategy ensures your branding is aligned with the right audience, and works to attract those who truly need and value what you offer. When your visuals and messaging work together with a strategic foundation, you won’t just gain attention—you’ll gain the right kind of attention.
Final Thoughts
Before you invest in a logo, take a step back.
Does your brand have a clear purpose? A strong message? A defined audience?
If not, it’s time to build the foundation first—because when strategy leads the way, branding becomes more than just design. It becomes a powerful tool for growth.
Get in touch
Email: hello@jordandesigns.co.uk