Beyond the Logo

We often have clients come to us asking to “create a logo” for their shiny new brand that's under development. This is surely a situation many of us have frequently encountered as we delve into the intriguing world of creating branding products. Nevertheless, the process of building a strong and enduring brand extends well beyond visual aesthetics. The development of a brand and its storytelling should be the connecting bridge between a product's characteristics and the emotional and rational needs of its customers.

A brand or product exists because it seeks to solve a problem or meet a need, and this intrinsic connection should not be lost when developing the brand content. In the intricate world of branding, there is a powerful tool that often goes unnoticed but plays a crucial role: brand storytelling. 

Storytelling is the narrative that a brand chooses to share, and its ability to convey this narrative authentically and compellingly can make the difference between success and failure. It's essential for guiding marketing efforts and establishing deep connections with the audience. Storytelling should encompass the key aspects of the brand such as the value proposition and long-term vision, as well as branding characteristics like tone of voice or personality. tone of voice o la personalidad.

The dream of every brand is to have loyal and “hooked” customers who act not only as buyers of their products but also as ambassadors through their recommendations. Storytelling that resonates with an audience and a product that meets customer expectations are the cornerstones of a lasting relationship.

The logo is the final product of a long journey of understanding and brand definitions. At the same time, it is the business card of a product, and as such, it must reflect the brand's value proposition and personality through a well-structured and consistent narrative.