Brand or logo: what are you actually paying for?

The difference in plain words

A logo is a mark. It helps people recognise you on a van, a shop sign or an Instagram profile. A brand is everything people think and feel about your business, built up from every photo, message, price and conversation.

You can pay for a logo in an afternoon. A brand takes longer because it starts with decisions about who you serve, what you stand for and how you want to sound.

What a proper brand project includes

A full brand project usually covers these pieces, delivered together so they work as a set.

• Positioning, meaning a short, clear statement of who you help and why they should choose you.
• A name check, so you know the name is free to use, works in English and Spanish and has a domain available.
• A logo system with a main version, a simplified version and an icon for small spaces.
• A colour palette and typefaces chosen to work on screen and in print.
• Tone of voice guidelines with examples of how you write and speak.
• Templates for the things you make often, such as social posts, quotes and email signatures.

What you really need at the start

If you are just opening, you rarely need the full package straight away. Get your positioning written down, check the name, and commission a clean logo with two colours and one or two typefaces. Add a simple social template and an email signature.

That gives you a consistent look on the coast and online for a sensible budget. Once the business is earning, you can grow it into a fuller system.

How to brief a designer

A good brief saves time and money. Tell the designer who your customers are, including the languages they speak and where they live. Share three competitors and say what you like and dislike about each. List where the brand will appear, from signage to Instagram.

Be honest about your budget and deadline. Describe the feeling you want in a few words, and leave the visual answer to the designer.

Signs your brand is working

Customers describe you in the words you would use yourself. New enquiries mention your Instagram or website before they mention price. Your team can make a social post or a flyer that looks right without asking for help.

If people keep confusing you with a competitor, or every piece of material looks different, the brand needs attention.