Why your logo isn’t your brand (and what to focus on instead)
You’ve got a shiny new logo. Great! But before you slap it on your business cards, car magnets, and every Canva post under the sun, let’s pause. Because here's the truth: your logo isn’t your brand.
I know, I know. That sounds wild coming from a marketing specialist. But hear me out.
A logo is a symbol – Not a strategy
Think of your logo like a face. It helps people recognise you, but it doesn’t tell them who you are, what you stand for, or why they should trust you.
A brand, on the other hand, is everything people think, feel and say about your business when you’re not in the room.
It’s the tone you use in your emails.
The way your team answers the phone.
The reviews people leave after working with you.
The vibe of your Instagram.
The promise you consistently deliver on.
A logo is part of that, sure. But it’s just one puzzle piece in a much bigger picture.
So, what should you focus on instead?
If you're in that logo-first mindset, here’s what to zoom out and build:
1. Your brand strategy
Before the design comes the direction. Who are you? Who are you for? What problem do you solve, and how do you solve it better or differently?
Tip: Nail your mission, values, positioning and audience personas before worrying about fonts and colours.
2. Your voice and personality
Are you playful? Professional? A straight-shooter? A little cheeky?
Your brand tone should be as consistent as your visual identity—if not more so.
Download our Brand Personality & Tone of Voice toolkit to help get started.
3. Your customer experience
People don’t remember what you said, they remember how you made them feel. Every touchpoint, from your website to your follow-up emails, is part of your brand story.
4. Your visual identity (beyond the logo)
Think colour palette, typefaces, photography style, design elements.
A logo with no supporting visuals is like a headline with no story.
5. Your reputation
No brand guide can save you from bad service. You build your brand by delivering consistently, showing up with value, and treating your audience like real humans.
Final word: Your logo is just the beginning
A strong brand makes people feel something. That takes intention, consistency, and a bit of guts to stand out. So, yes—get a great logo. But don’t stop there. Build a brand that people trust, talk about, and keep coming back to.
Need help building more than just a logo?
That’s what I’m here for. At Borkd, we specialise in brand strategy, content, and clarity—without the jargon or the fluff. Get in touch.
