When building your brand, no longer can you only consider fonts and colors and call it a day. “Branding encompasses everything,” says branding expert Melanie Spring in a recent interview with Entrepreneur.
The founder and chief inspiration officer at Sisarina, a Bethesda, MD-based branding firm, explains, “[Branding] used to be more identify focused…It didn’t really talk about values or how the company worked. Now we talk about branding in terms of how it makes you feel. It isn’t always something tangible.” Those intangibles are things like a company’s core values and its competitive advantage.
Looking at a brand from a 360-view like this will help you create an even stronger visual identity, which Spring says is just as important as ever.
“The one tip I have for every business owner is invest in a logo. It’s better to get it right from the start. If you don’t do anything else, at least have a logo that looks good and reflects your brand. But,” she says, “the branding behind it has to be there. If you don’t know who you are, it’s going to be hard to create [a logo].”
Read the rest of the interview here for more of Spring’s tips on building a strong brand.