These days, it’s all too common for start-ups and business leaders to assume that investing in a sleek logo is the cherry on top of all branding efforts. Most notably, many now look towards setting up their online presence through the numerous amounts of cost-effective platforms available on the market, but the investment in their overall branding is minimal.
Simply put, to get a business’s presence out there with maximum force, powerful branding is needed to drive narration and personality. Your logo is just the first stepping stone.


Think of this aspect as the overall feel of your business. It’s the emotion behind the services and products you provide. It’s the voice behind the screen your users are staring at. Ultimately, it’s the personality—and nothing’s more attractive than a genuine, approachable one.
These days, business owners are too quick to assume that branding is made up of a logo and perhaps a witty tagline. But it is so much more than that. In a nutshell, it’s your elevator pitch, and if you haven’t thought about how you’ll strategically create that critical first impression, you’re already behind.


A logo supports branding in the sense that it attaches symbolic meaning. It’s an image-based representation of a brand. Logos that are created with a strategy in mind will also incorporate any sub-branches of a business, and subtly weave it into a connotation that isn’t too complex to understand. When created effectively, these nifty little symbols are powerful communication tools that can turn into iconic and meaningful signs. Take McDonalds’ legendary gold arches, or Apple’s…well, apple. They’re memorable, but not unnecessarily complex. They let you know what brand is occupying a given space—be it physical or digital—and amplify brand awareness on an explosive scale.


In the modern corporate, digitised world, anyone can have an online presence. While this is convenient, what it means is that there’s a huge pressure to be different—to have an edge that lets you cut through the abundance of noise. Ultimately, this comes down to branding. Think of it is as your story—the bigger picture to your business. Elements like an established voice, stylistic design, a coherent and consistent website all form your narrative; your logo is the front and back covers, while the rest of the branding are the pages in between.
Here at Willow and Quinn, we strive to create memorable brands for our clients using Branding Strategies and Creative Processes. The overall identity of the business not only looks and feels good, but is designed to cater for the client’s target audience (which surprisingly is missed by some brands).