You’ve got a logo. What’s next?

Now that I’m done with the logo series, this is worth saying: a logo isn’t enough.

Not if you want to build a brand that is memorable and impactful. Yet, most people stop here because they believe a logo is what defines your brand identity. I used to think so too but the truth is that a logo is just the face of your brand. Aesthetics and colours are a great starting point, but what makes a brand memorable is what happens behind the face. This usually includes personality, habits, style and more.

Think of it like a shopfront. Looking fresh and inviting is a good start, but what makes a place great is the experience you have inside. It’s how the staff greet you, the language they use, the furniture and decor that makes it one-of-a-kind. The same applies to branding. A strong brand goes way beyond a logo, it lives in your choice of typography, social media posts, website layouts and rules about what not to do in general.

It may seem natural as we know it, but it’s not – it’s by design. Think Apple’s minimalistic art-gallery-like displays, McDonald’s global consistency in Happy Meals and Disney’s storytelling in animation. That’s the power of branding done consistently.

This is where where brand guidelines come in... which is totally blown out of proportions by corporate standards (in my opinion). But setting standards just makes sense, especially if you’re in it for the long haul. These include the rules, style and frameworks that make sure your brand stays recognisable across every digital platform. Y’know social media, websites, prints or physical products, etc.

Every brand should make rules, but not every rule should make a brand.
I’m going to demonstrate this with Pandas.

Think of the first few words that come to mind. Let me guess: black, white, asian, cute, rare, bamboo. You’re right, and that’s nature’s rule + society’s guidelines of a Panda. But when you’re creating your own brand, you don’t have to follow the rules. In fact, I encourage you to bend them, because that’s where things get interesting.

Why? Because when you give that same Panda a story, he becomes Po – the Dragon Warrior. If you don’t get that reference, I can’t save you lol. When you give that same Panda a mission, he becomes the face of the World Wildlife Fund (WWF). When you give that that same Panda style, he becomes an unforgettable hip-hop rap.

Don’t limit yourself to society’s standards of your brand. Bend the rules, because that’s where you’ll find your edge.

Since we’re here, I’ll leave you guys with this picture I took recently. Pandas + edgy sports car, made of Legos. If that’s not a statement, I don’t know what is. Still cute and recognisable by society’s standards, but on it’s own level in terms of personality and creative flair. That’s what branding should be: surprisingly fun while being unapologetically authentic.

So yes, celebrate when you create your logo, but don’t stop there. A logo will get your noticed. But story, mission and style? That’s what makes people stay.