Do you really need branding?
What really being asked here is: do you really need professional design?
You’ve probably heard a lot of designers say, “branding is more than just your logo.”
“Branding” is a big term that encompasses many areas of your business, not just your logo and not even just design. Your branding is everything from your visuals to your marketing to the way you talk about your work to your customers’ experience.
Keeping that in mind, every business needs branding in some form. Branding will always be playing a part in your business, whether you’re even aware of it or not.
But when most people think of “branding,” they think of logos and websites and visual graphics. And while a strong logo is imperative for many businesses, the reality is that not everyone needs a logo. Every business actually does not need to invest in professional design services.
That’s right! That’s coming from a professional designer who makes a living by designing brand identities, logos, and websites.
“So how do I know if I need a logo design?”
How do you know if an investment in visual design is worth it? As with most things, there’s no cut and dry answer. The reality is: it depends.
I do believe that the average small business will benefit from a professional, custom logo design. Whether you’re product-based or service-based, it helps your business look professional, trustworthy, and legit. And it becomes a recognizable symbol for your audience to associate with you. It’s a powerful first impression.
I could go on and on about why your logo is important, but you’re reading because you want to know why it might not be.
Here are some questions to consider:
How long have you been in business?
If your small business is brand new and you’re still figuring out the ropes, you don’t need to go wild with custom branding yet. Custom brand identity design is built around your business’s personality and purpose, and those things may shift as you grow and learn who your business is.
When just starting out, these solutions will be perfectly fine: a low-cost solution (such as hiring a designer who offers much simpler logo design packages), a DIY platform, or a template. Keep in mind that these are temporary solutions—especially the last two—not intended for long-term use after your brand is more established.
This all also applies if your business is testing the waters. If you’re trying out a hobby or side gig to see if it floats, but are not sure yet if you’re going to go all in, you don’t need to invest thousands of dollars in a visual identity.
If you’ve been in business for a while, are in a phase of growth, or are looking to stand out more as an established brand in your industry, then it is time to invest in custom design.
Your logo is one part of your visual branding, which is one part of your overall brand.
Do you know who your business is intimately?
As I mentioned above, your brand design is built around the core of who your business is and what you stand for. If you’re not sure where you’re going or what you want to communicate, you shouldn’t risk spending money on branding when you might decide to 180 on all those details.
If you’ve been in business for a while but still feel stuck on identifying these things, a brand strategist (hello! 👋) can work with you to help narrow in and build your foundation. A business coach may also be helpful if you’re feeling very stuck and in need of general direction in your business.
Where will you be using your logo?
The elements included in a visual brand identity can vary drastically from one business to another depending on their needs.
If you have no plans of ever using social media, merchandise, signage, sponsoring initiatives where your logo will be seen, or any type or print marketing (like brochures, postcards, or letterheads), then perhaps you can get away without a logo altogether. If you will literally have no use for your logo and no location for anyone to ever see it, then you don’t need a logo.
If your needs are pretty limited to placing your logo on your website, social media profiles, and the occasional ad, you don’t need all the bells and whistles, but you can likely still benefit greatly from working with a professional designer. A small visual branding package will suffice to help elevate the professionalism of your business and connect with your audience.
If you have the frequent need to create and put out social media graphics, merch, products, and other materials that help you market and sell your work, it would probably be a good idea to consider a larger-scale visual branding package. More robust packages will provide you with much more flexibility in the assets you create and share with your audience, and better carry your brand long-term as you grow.
What other types of visual graphics are essential for your business and marketing?
Similarly to the above, if your needs include creating lots of different pieces and visual customer touchpoints, simply slapping the same exact logo on every single thing you create is going to get old and stale. A larger, more thought-out visual identity considers how your brand is more than just a logo, and how to extend your visual language to other pieces in a clear and consistent way that truly wows your audience and gets eyes on your business.
If you’ve read all this but still aren’t sure what you need, I have a few great resources that can help you:
Download my free Brand Health Checkup, which includes a series of questions to help determine the strength of your brand and best next steps.
Book a Brand Audit with me – we’ll meet one-on-one to talk through your challenges, questions, and where your brand is at, and you’ll receive a report catered to you with specific recommendations.
If you’re ready to take the next step with custom branding or website design, please reach out!
Other posts about branding:
These 6 logos are great inspiration for stand-out branding for medical practices, each with a totally different spin.