Has this ever happened to you? Your assistant is putting together some posts to share on social media, and they ask you something like, “Hey, where’s the latest version of our logo? Didn’t we change that circle to an oval? And what font are we supposed to use again?”

Sometimes it feels like you’re redefining your brand every week. And that’s a big part of why people come to us. But as it happens, your logo is actually a pretty small part of what we do.

Indeed, there are plenty of places to get a logo these days. And as for your fonts and colors, Canva Pro does a great job of keeping those organized. But these are just one expression of your brand. And if you come to us, you can expect a lot more than a logo and a color palette. That’s because picking fonts and colors is a lot more involved than deciding which tie to wear.

Our approach is different from a lot of graphic designers. Pretty much all graphic designers. We are not the wham-bam-thank-you-ma’am agency. No, we insist on diving deep. Probing beneath the surface and into the tissues, down to the core of your being. Sound intense? Yes, it is.

We base our brands on a solid strategy, not just the latest trends in style and design. We conduct serious research into our clients’ audience and their competition, to understand who they’re trying to reach, and who else is trying to reach them. And we require our clients to do some serious introspection as well, to really get a handle on what message they are trying to convey and why.

In the end, Brand Strategy is all about communication, crafting a powerful message and delivering that message effectively and consistently, both visually and verbally.

Hesitations around brand exploration

Our deep and intensive method for developing memorable, meaningful brands is what sets us apart. But it can take some business owners by surprise. Not everyone is ready to undergo this radical process, and so we often encounter initial objections.

A lot of people want a quick fix. Hit it and quit it! They don’t want to commit to a lengthy process. That sounds time-consuming and expensive. And if you’re a chiropractor or natural health practitioner, these objections probably sound very familiar!

More than just a logo

People use the word “branding” in a lot of different ways. Some people think it’s the same thing as marketing, or that marketing is a form of branding. Or maybe branding is a form of marketing?

People have even accused us of misrepresentation: “That’s not branding — you’re coaching!” (Don’t worry, they meant it in a good way.)

But it seems like most people associate branding with logo design. As in, “I need to rebrand” equals “I need a new logo.” So people come to us all the time and say they’re not interested in Brand Strategy, they just need a logo. Or worse, I don’t need Brand Strategy, I already hired an agency to do my marketing.

As for logos, we’ve got about 20 years’ experience designing them. And there’s nothing I wish for more than that I knew then what I know now. What I mean is, I spent years going in circles, back and forth with clients, trying to come up with the right logo for their business. Eventually, we’d come around to something, but it always felt aimless, lacking in strategy or direction. We just didn’t know what we were going for.

By doing the deep research and exploration, and building a brand from the inside out, logo creation is so much more straightforward and intuitive. We know the message, we know the audience, and we know how to connect them. And with a bit of graphic design experience and proficiency, we can craft a clean logo that fits the bill. Same goes for the fonts and colors.

And when it comes to marketing tactics, the problem is even more severe. Give an agency a budget and they’ll place so many ads targeting a predictable demographic, but will those ads make an emotional connection with your ideal clients?

You might get lucky once in a while. But you’ll probably be casting a wide net. Brand Strategy enables you not only to zero in on your audience, but also to understand them on a personal, emotional level. Most importantly, your message can speak to them directly, rather than getting lost in the never-ending noise.

Small-brand advantage

Another hesitation we hear is that small business owners don’t think they’re big enough to need a professional brand. That’s something for big corporations like Coca-Cola and Apple. “I have a small office,” they say. Or, “I’m just opening my business; I’ll get around to branding later.”

The fact is, small brands can have a huge advantage when it comes to branding. Big companies spend billions trying to position themselves or characterize themselves a certain way. They have to train thousands of staff members and hope that they all play along.

But when a small business puts together a well-thought-out Brand Strategy, they can implement it thoroughly and immediately, getting everyone on the same page, and displaying the same consistent message and image. And best of all, it’s authentic, it’s an expression of your true vision and values. As you hire new staff, you can select them based on how well they agree with your mission and purpose, ensuring a cohesive company culture, inside and out.

The same principles apply to new businesses and clinics. Just as it’s easier to grow healthy children than to fix broken adults, it’s easier to strategically grow your brand from the beginning. Start with a clear strategy, and you’ll know where you’re going. It will help you in your hiring, in your marketing, and in your growth.

Ultimately, your brand is a living thing. If you need to revise it a few years down the road, that’s normal. Your market changes, your skills develop, and your target audience can shift. But the sooner you start thinking about these things, the better off you’ll be.

Remember, the best time to start a strategic brand was 6 months ago. The second best time is now.

Time and Money

That’s right, they’re two of my favorite Pink Floyd songs. And they’re also two of the most common objections we hear from people when they’re contemplating a Brand Strategy.

“I don’t have the time. It sounds overwhelming.”  

But in fact, you do have the time. We’ve worked with the owners of million-dollar businesses. And yes, they’re busy people. But when you want to do something important, you MAKE the time. After all, investing a few days and weeks on the front end can wind up saving you months and years later on.

When you look at the whole process it might seem overwhelming. Like I said, it’s pretty intense, which is exactly what makes it so effective. But we break it down into manageable steps. And we go through this process together one step at a time.

Also, keep in mind, that you’re not aiming for a timeless masterpiece here. Done is better than perfect, as we like to say. Just get your first Brand Strategy together and refine it over time. But you can’t refine something you don’t have. You’re building a vital tool here, and you can sharpen it over time. Each revision allows you to work with greater and greater precision.

What’s the ROI?

Naturally, the savvy entrepreneur will always want to question the return on their investment. “Where’s the bang for the buck here? How long before I see a financial return?”

As with many expenditures, the ROI can be difficult to calculate. There are so many intangible elements at stake here, like your professional reputation, pride of ownership, clarity, cohesion, and real relationships. They may not be easy to measure, but they are definitely assets of great value.

Just being able to express yourself with clarity and precision, by using the most effective words, colors and images, is something invaluable. By communicating consistently and strategically in order to resonate with your ideal clients on an emotional level, you will absolutely make a greater impact in your community.

Finally, when you and your staff and your clients can all recognize and agree on what it is you stand for and why, then you’re creating a sense of community that cannot be overvalued or overstated. Of course, you want to drive revenue, but what does any of it mean if you’re forging real relationships?

Yes, there’s no doubt that Brand Strategy will help you grow your business. At the same time, it lifts the veil to show that what you’re doing is so much bigger and more important than just running a business. And as you and your community realize that, you will feel a sense of pride and dignity that gives new meaning to the word success.

Moving forward

Are you ready to take the next step? Or to learn more? The Brand Strategy Workbook will give you a good starting point to answer some questions regarding your brand. And if you have any questions, feel free to reach out for a Discovery call or join our online community. It looks a bit confusing and overwhelming, but if you take it one step at a time, it all makes sense in the end. You got this! 

• Schedule a Discovery Call with Pacha
• Join our brand strategy Facebook Community: Balanced Brands
• Get professionally designed and curated content for your social media channels: Sign up for Social Stream

Dive deeper and take a look at these related articles.

• An Introduction to Brand Archetypes
• Adopting a Brand Persona
• Speaking with Brand Voice