Your logo isn't everything
Originally published on RLC Roots via Substack. Subscribe to be the first to see our newest posts.
Renee Garcia • July 1, 2025
You bring meaning to the mark.
Logos are important, they help identify your business even in the smallest of spaces. However, a logo isn’t the only distinguishing feature of your business. You bring meaning to the mark by telling your story and creating memorable moments with the people interacting with you and your brand.
A well designed, strategic logo only gets you so far without the care infused into it by the way you do business or the quality of your products. Only you can provide the life and energy that a logo needs to withstand the test of time. YOU
bring the years of dedication, quality service, and consistent experience.
Why bother with a logo at all?
A logo is like a face for your business and your brand foundations (brand strategy) is the soul (what makes you who you are).
If your face is frowning, you might prevent people from walking up to start a conversation. A bad logo can have that effect too, instantly making buyers turn in another direction. But a happy face invites people forward. Just as the right logo can draw people in, creating a memorable moment and reminding people of your business when they see the mark again.
Now you can see how your logo impacts the first impression your business makes on potential clients or customers.
What impression is your logo making? Is it sending the right message?
Building identities to expand your impact
To craft a more complete picture, you’ll want what people in the branding industry call a “brand identity” (or at least a “visual identity”) to support your logo family. Building comprehensive brand systems multiplies your impact and helps you attract the right people.
Factors that play a role in creating a brand that resonates:
- Logos and logo family
- Messaging / Tone
- Personality
- Solid customer / client experience
- Illustrations
- Photography
- Product and package design (and material choices)
- Colors
- Fonts
- And more!
A brand identity is what encompasses all these factors and a brand standards (also known as a brand guidelines) is what captures all the details in one place.
YOU bring meaning
to your colors and logo,
not the other way around. Though I will say that a good logo with a strong brand identity rooted in strategy can assist you in making the right first impression and build trust with your audience right from the start.
Reminders:
- It’s okay to start with a DIY logo, especially if not having one is holding you back from getting started.
- Your logo isn’t going to do all the work—you’ve got to back it up with solid business foundations.
- Sometimes it’s best to grow first, so you have a better understanding of your business goals before your invest in a professional logo or full brand package.
- You’ll know what feels best for you and your business—don’t rush it if you aren’t ready (this will help prevent future rebrands).
- It’s possible to build a successful business without the best logo. You earn your reputation in the market by providing quality products and/or excellent customer experiences.
- You can still make an impact without the best logo, but a good logo can help improve brand recognition, memorability, and sales.
Think about investing in branding support when:
- You’ve outgrown your current logo.
- You are losing business to competitors who look better than you.
- You are ready to charge a premium price.
- Your current logo is holding you back from pursuing new opportunities, partnerships, and collaborations.
- You feel embarrassed to create content or market your business.
- It's also good to consider anytime you’re thinking about rebranding.
Quick Recap
In order to build a memorable brand that lasts, you need a combination of solid brand foundations, a visual identity that connects, and a top-notch experience created by YOU!
And a globally recognized brand takes time to build, years to reinforce, and many memorable moments of expertly crafted experiences (not to mention millions spent on countless advertising campaigns).
Ready to work together?
Schedule a 30min Connection Chat.
Need more information? Continue to my branding service page for more details or check out case studies for samples of my work.
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