Whether you’re starting with a brand new business or you’re ready to rebrand your business, brand identity isn’t a fly-by-the-seat-of-your-pants kind of decision.

So here’s a pro tip: Brand Identity starts before you hire a graphic designer. Or try to create your own.

Your business logo is more than just a visual symbol; it’s the face of your brand. Crafting a memorable and effective logo requires careful consideration and a deep understanding of your business identity. Colors matter. Fonts matter. Mood matters. How will your business logo translate to your website, to print, to social media, etc.? So before you hire someone or DIY your logo, spend some time going through this list.

Vision, Values and Target Audience

What Does Your Business Stand For?

• Define your brand’s core values and vision. Maybe you have been in business for years and never created your core values and vision. Today is the day, my friend. Your logo should encapsulate the essence of your business and resonate with your target audience, but first you need to know who it is you want to reach and why you want to do it.
• Questions to answer:
  What is the vision or mission of your business? (Mission Statement!)
  Who is your target audience? Be specific! The more specific you are, the better you will be able to speak directly to their needs and build trust.

Who is Your Target Audience?

• Understand the demographics, preferences, and behaviors of your target audience. A logo tailored to your audience will create a stronger connection.
• Questions to answer:
  What other brands does your target market seem most drawn to?
  What is their common denominator (think visually, communication style, etc)?

What Differentiates Your Business?

• Identify your unique selling proposition. Your logo should convey what makes you YOU. Even if there are 1,369,432 other businesses who do what you do, you are unique and best suited to meet someone’s specific needs best. I hope you write that little affirmation somewhere where you can see it often! (You can ready my brand story here: The Story of Willow Lane Creative)
• Questions to answer:
  What sets your business apart?
  What makes you unique?

Brand Psychology

What Emotions Do You Want to Evoke?

• Determine the emotional response you want your logo and overall brand identity to elicit. Whether it’s trust, excitement, or professionalism, your logo should evoke the right feelings.
• Questions to answer:
  What need are you meeting? What emotion best answers that need?
  What emotion will your target audience best resonate with?

What Colors Reflect Your Brand?

• Choose colors that align with your brand personality. Different colors evoke different emotions, so select a palette that resonates with your message. (Check out this great visual for color psychology.)
• Questions to answer:
  If you’ve already narrowed down what emotions your brand should evoke, use those to start honing in on colors.
• Tip: Trending colors are fun and can suck you in. But if you build your brand identity based on a trend, it will be irrelevant in a year. Go for timeless. Learn a little more about the psychology of colors and let that guide your choices.

Brand Style

What Font Style Represents Your Brand Identity?

• Typography plays a crucial role. Choose a font style that reflects your brand’s personality—whether it’s modern, traditional, professional, friendly, or playful.
• Questions to answer:
  What vibe are you going for?
  Does the font need to work well on screens and in print?

Do You Want an Iconic or Wordmark Logo?

• Decide if your logo will primarily feature an icon, the business name, or a combination. This choice depends on your brand identity and recognition goals.
• Questions to answer:
  What icons might best represent your brand?
  Do you want an icon? Or just a text logo?

Brand Use

Where Will Your Logo Be Used?

• Consider the various applications of your logo, from digital platforms to print materials. Ensure it is scalable and retains clarity across different mediums, and make sure you have several versions to work with. Ask for a one-color logo, a horizontal-friendly format, and a vertical-friendly format. If your logo designer doesn’t understand or pushes back on this, say buh-bye and go find a new one. Ask for your icons and text lockups in separate files. And if you think you may need to print it, ask for a vector logo.
• Questions to answer:
  Where might you need to use your logo? It’s important to plan for the future so that you have all the correct file types you may need, especially if you will need to print anything for your business. You want your brand identity to shine in every place you need it to be.

Brand Mechanics

How Timeless Do You Want Your Logo to Be?

• Consider whether you want a trendy logo or a timeless design. Striking the right balance ensures longevity and relevance.
• Questions to answer:
  What will your target audience resonate best with? Trendy or timeless?

Does Your Logo Translate Internationally?

• If your business operates globally or has international aspirations, ensure that your logo is culturally sensitive and doesn’t carry unintended meanings in different regions.

Have You Checked for Similar Logos?

• Research existing logos in your industry to avoid unintentional similarities. Your logo should stand out and be distinctive.

Will Your Logo Grow with Your Business?

• Consider your business’s future growth and evolution. You will need scalable logo design that can adapt to changes without losing its core identity. Will it work for you when you add the next level of clients? Or when you decide to add products or have a storefront?
• Tip: Start with a business card. Can you see your logo on a business card? Ask your designer for a mockup of a business card. Would you be proud to hand your friend or potential client your business card?

Brand Feedback

How Memorable is Your Logo?

• Aim for simplicity and memorability. A memorable logo makes a lasting impression and contributes to brand recall.

Can You Describe Your Ideal Logo in Three Words?

• Summarize the essence of your desired logo in three words. This exercise can help distill your vision.

Have You Solicited Feedback?

• Before finalizing your logo, it’s time to feedback from trusted individuals or focus groups. Different perspectives can offer valuable insights, so start texting your friends and get their input. It might be a little scary to send your new brand baby out into the world, but it’s important to get feedback!

Brand Identity Wrapup

Let’s sum it all up… the journey of creating a business logo is a profound exploration of your brand’s identity. By answering these questions thoughtfully, you pave the way for a logo that not only represents your business but also becomes a powerful emblem of your brand’s story. Remember, a well-crafted brand identity is a timeless investment in your business and you will get what you pay for.

p.s. If you’re looking for help with your brand identity, send me an email at maria@willowlanecreative.co and let’s chat!