Your business logo is the number 1 key factor when determining your brand and everything it stands for and all of your time and energy should be put into perfecting this image right?


I’ll let you in on a little secret – Nike (one of the largest and most recognisable brands on the planet!)… paid only $35 for their logo.

Yep. 35 bucks.

It did kind of go on to be a big deal, so the story goes that they have since paid the original designer a little more, but still – at the beginning they paid less than the average price of 2 cocktails on a Saturday night.

Yet still we obsess over our logos.

Do we have the right colours, the right font, the right composition…

Now. I’m not saying that a logo isn’t important.

Of course it is.

It’s your ‘window to the world’. It’s often one of the first things that people see when they come into contact with your business and so of course it needs to be considered.

But…and here’s where so often people get it wrong – it’s the culmination of the work done on your overall brand strategy it’s not the start.

A logo is not a brand and a brand is not a logo

Your brand is the external representation of your internal vision and values. Therefore your logo should be the visual representation of this vision and values. Which means they (the vision and values) need to be sorted out long before we hit up the graphic designer.

Graphic designers can only go on the brief that they are given so spending the time beforehand to cement your brand strategy will mean you have the right information for them to really capture the essence of what your business is all about.

Don’t know where to start with your brand strategy? Check out the 12 week brand transformation program

A logo on its own is simply a picture on a page. It’s everything the picture represents that is key to budding a brand not simply a business.

Think about the top brands in the world. Think about McDonalds! Love it or hate it when you see those ‘Golden Arches’ they evoke a reaction from you. They connect you to a sensation, a feeling. That’s the aim of your logo. To be that recognisable symbol that stirs your customers and clients to feel something.

So is a logo important?

Of course it is!

But it’s everything else (metaphorically speaking) AROUND the logo and everything that it embodies that’s truly important. The underlying brand strategy that then enables you to capture the heart and soul of your business in a symbol.

Love your work!

Kerry xoxo

PS – ready to get started on building your brand strategy – check out bite-sized, easy to action course now.

PPS – Photo by Engin Akyurt from Pexels

Kerry Chick

Kerry Chick

Chief Brand Strategist

Kerry Chick is a stressed out business owner who, in her head runs a super streamlined, beautifully efficient, well-oiled machine of a business. The reality is a little different….here are her confessions!

Addicted to stress

Like what you're reading?

Join the party and get a regular dose of tips, tools and the occasional rant delivered straight to your inbox. 

Awesome! You're in - welcome to the club and stay tuned for updates (max once a week)