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The questionhow to help your boss understand that your brand needs time and investment.

The answer:

First, get on the same page about terminology. Brand does not equal a logo. Your company can invest in your brand without even touching your logo. So, tell them this: “When I say that we need to invest in our brand, I mean that our overall messaging -- the unified story we’re telling people from the website to the receptionist to our social content -- lacks unity. People are confused about what we’re saying and who we are! We need a strategy. And, I’m likely not even suggesting we touch our logo.”

It's important that you don't die on the logo hill. In today's market, the logo means much less than your overall messaging and brand story. It's important, but you can often solve brand unity without touching the logo. And, if you can't, then the social proof of investing in your overall brand will give you ammunition for investing in your visual expression.


Photo by LinkedIn Sales Navigator on Unsplash

Amy Alexander

Written by Amy Alexander

Valiant defender of client brands, creative genius, master of graphic design and photography, and mother of (cute, tiny) dragons at Story Collaborative. Once upon a time, a brilliant warrior princess and her family wanted to forge a business that cared about people as much as it cares about results - and so - Story Collaborative was born. With over a decade of experience in graphic design, Amy has developed brand experiences for large and small organizations across the US. After completing her B.S., Amy left freelance design consulting to work in higher education. There she managed print and digital experiences in a collaborative environment. She now has years of creative direction under her belt, providing a unique understanding of customer interaction with brand touch-points. When she’s not slaying giants for her cherished clients, she can be found relaxing and adventuring with her husband, twin girls Morgan and Mallory, and her extended family.