Brand Weaving: It's More Than a Logo

Though creating a logo is a key element to building brand awareness, it is quite insignificant in comparison to the effort involved when to developing a brand.

Your brand has to invoke both the tangible and intangible.

Of course the tangible is important. Designing and presenting congruent marketing collateral is vital to speaking to your target audience. It gives those who come in contact with your material a secure sense that you are established, that you know what you want from your industry and what consumers can expect from you. But the intangible is what gives your potential clients confidence in your organizations abilities.

Ah…the intangible.

The intangible is what you know and make known to your audience. It's your organizations work style, your expertise and your limitations. The intangible says a great deal more about your company than the tangible ever could.

Does your company deliver the service or product promised on schedule? Is the personality of your organization conveyed clearly? Is your staff educated and ready to answer questions regarding the company or its products even if the questions don't necessarily pertain to their department?

The answers to these questions directly affect your brand and standing in your industry. Yes, creating brand identity through design is important, but if you focus on the intangible, your companies branding efforts will far precede you.