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The #1 question your business should answer before building your brand and designing your logo

Updated: Dec 18, 2022

Image of man looking at a busy wall of ideas and sketches of logos

Creating an effective identity and a brand for your business is a little like embarking on a personal journey of self-discovery.

So you have this AHHHHMAZING vision for a business.

You’re inspired and passionate. You research your market, secure some cash, fill out some paperwork, invest in some equipment, lease a space, and BOOM you’re in business! Then the customers roll in by the droves.

Not without them knowing who you are first.

At some point you will have to think about what to call your business, how you want your customers to identify you, and what your logo is going to look like. You may have even thought of that clever name yourself, but while this little portion of the “fun” part of building your business is taking up the minimum amount of real estate left in your brain, you probably have other more important things to focus on. Yep. I get that.

When you get to the identity building step of your new venture you may feel a little overwhelmed. I totally understand. It's easy to want to hastily create a logo yourself with online tools, solicit a competition website, or maybe hire your neighbor’s genius-child to do it for free in less than a week. One word of advice…


I’m sure your neighbor’s kid is brilliant and I’m sure you know your business better than anyone, but neither of those is a solid reason not to hire a professional designer who’s had years of experience and schooling to understand how identity and branding work in business.

“But what can a professional do that my neighbor’s 15 year old “desEinstein” can’t?” you ask.

Well let me lay down a little slice of wisdom here. Building and creating an identity that is not only effective but profitable for your business requires knowledge that goes beyond aesthetics. In fact, it may even require hiring a designer who’s been around the block, not just in art and business, but in life in general. Because creating a solid brand for your business is a little like embarking on a personal journey of self-discovery. It requires you to dig around into the depths of your business soul to discover that profound understanding of your own meaningful human experience with all it’s layers, emotions, and psychology. Yes. psychology plays a key role in design and business. Developing a solid identity and brand also requires a fundamental understanding of one critical question. A question only a seasoned and savvy graphic designer worth their salt will ask you before even touching pen to paper…


Why are you inspired to create this new venture? It’s not always the easiest of questions to answer for any new business but if you know the answer (and I'm talking the REAL meaningful answer here, not the one with dollar signs on it) chances are you will increase your potential to succeed. Seriously, who doesn’t want that?

Knowing your why and using it as the foundation for your business vision will enable you to build strategy, branding, communication, marketing, (and yes… that logo) that attracts the people who believe what you believe. By attracting your tribe and building community you are building trust. By building trust you enable your customers to take risks, pursue their passions and make solid purchasing decisions. Getting your customers to trust you allows them to confidently buy your product or service and ultimately feel safe while doing so. By building trust you create connection and ultimately loyalty, and being the humans we are, we all yearn for this belonging and to be surrounded by others who have our backs.

And if you don't believe me you should check this out.

So before you chicken scratch out ideas on paper to give to your neighbor’s kid, do a little business soul-searching that answers the all important WHY. Then consider reaching out to a seasoned designer who understands why the WHY is important. And don't be surprised if that designer has been on the same journey you've been on.

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The Flim Flam
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