Brand strategy vs. graphic design: why you need both
A logo won’t save your brand. Strategy will.
Think slapping a new logo on your business and calling it good will fix everything? It won’t.
If your brand feels off, the problem isn’t your visuals–it’s what’s behind them. A new logo won’t make your brand easier to recognize. The right color palette won’t make customers trust you. A font swap won’t bring more people in the door.
But strategy will.
Branding isn’t just about looking real good. 😏 It’s about making it easier for people to recognize, trust, and buy from you. And without strategy, even the best design can all flat.
Brand strategy is your foundation.
Most business owners assume their branding problem is visual–when really, it’s strategic. A new logo won’t change how people experience your business if nothing else about your brand is aligned.
Here’s the logo I created for Nicole, go ahead and tap on the image to check out her website.
Take Nicole from Planty of Greenery, for example. She came to me wanting a new logo, but she didn’t know what she wanted or where to start. That immediately told me that the logo wasn’t the real problem. Yes, it could be improved, but it was doing it’s job. What we really needed to do was step back and figure out what her brand actually needed.
In a Brandstorm session, we uncovered that she needed to organize her services, define how she worked with clients, and get super clear on who her ideal clients were. Fast forward a few months, and when she came back for a logo, she had a solid vision that aligned with her strategy–which meant the design we created wasn’t just another random visual update. It actually fit her business.
This experience is a big piece of why I added a Mini Brand Refresh to Brandstorm–because most business owners don’t need a whole new brand. They just need focus and a lil brand zuszh.
So, lets get into it. Brand strategy is more than just defining your colors and fonts. It’s about making sure your brand actually supports your business growth.
Brand strategy includes…
✔️ Acknowledging your specific audience, their struggles, and how you fit into their life as a brand.
✔️ Defining how you communicate with your buyers and ideal audience.
✔️ Understanding the personality of your business–and knowing exactly what your brand voice is.
✔️ Finding clarity in who you are and where your business is headed.
✔️ Confidence in every decision–because you know exactly who you are and how your brand fits into your customers lives.
Figuring out something as big as your brand strategy starts with reflecting on where things are really going wrong–so you can figure out what’s actually making you feel off when it comes to your business.
What happens when you skip strategy and jump straight into design?
Here’s the thing: Design without strategy leads to second-guessing.
🚩 You invest in a new logo… but six months later, you hate it. It doesn’t actually represent your business, and the more you look at it, the more your cringe.
🚩 You tweak your brand visuals constantly, chasing trends instead of having a consistent identity.
🚩 Every time business slows down, you think, Maybe I just need a new logo… instead of addressing the real gaps in your marketing or positioning.
🚩 Your audience feels disconnected because your branding keeps changing, making it harder for them to trust and recognize you.
So if you’re thinking, “Why do I keep rebranding every year?” Chances are that you’re trying to fix that off feeling by changing up your logo, again. Here’s the secret: branding isn’t the problem, your strategy is. A strong brand doesn’t need a facelift every six months. It’s built on a foundation that lasts.
Where design fits with strategy.
Graphic design is about creating a solution to your problem. And the more accurate we are with defining the problem, the more effective the design work will be in actually solving it.
Brand strategy is pretty much solving the problem. Your strategy is the solution, and your brand identity + visuals can then be created based on that solution–the strategy.
That’s why I like to ask my clients a lot of questions. I actually require that you answer my questions when we work together. I ask so many questions to clarify project goals…aand to satisfy my curiosity. You never know where inspiration will be drawn from.
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Short answer? You need both, but in the right order. A brand strategist helps you figure out who you’re talking to, how your business fits int o their lives, and what makes you different. A designer takes that strategy and turns it into visuals that actually support your goals.
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Always strategy. Always. If you don’t know who you’re speaking to, what makes you different, or how your brand should show up, the design process turns into a guessing game. That’s why my approach starts with strategy–so every design choice actually supports your business goals.
Need strategy and design? Here’s where you can start:
Close out of Canva and stop tweaking – it’s time to start making some strategic moves first.
I’ve got a couple ways I can help:
⚡ Brandstorm is a 90 minute strategy session + 30 days of creative support to help you get clear on what’s working, what’s not, and what to do next. PLUS → a 2 week mini brand refresh for updated logos, fonts, and colors so your brand feels aligned, consistent, and fresh af. Get started by scheduling your strategy session here.
🔎 Identity Innovator is my full brand strategy and identity design branding package created to give you an impactful, strategic, and confidence-boosting brand that supports your business goals. Explore Identity Innovator here.
Need a reset? Grab these free brand strategy tools.
📌 Get your brand details organized with my free brand cheat sheet.
Brand strategy starts with consistency – and this cheat sheet makes it easier. Use this Notion template to keep your colors, fonts, and messaging in one place, so you’re not left second guessing every branding decision.
✔️ Quick-reference guide for your brand’s key elements
✔️ Helps you create marketing materials faster
✔️ Includes a Loom walkthrough (filled in with faux brand details and all) so you can see it in action
🧭 Get live feedback on your brand when you join The Outpost Exchange.
Stuck on one of those branding decisions? 😏 Not sure what’s working or what’s missing? The Outpost Exchange is my free monthly strategy call where product-based business owners (just like you!) can brainstorm, troubleshoot, and get real-time feedback on their brand.
✔️ One hour group strategy call, once a month. Bring your questions to the call!
✔️ Get feedback and fresh ideas to move forward with.
✔️ Great for founders who feel stuck and need insights from a creative strategist and brand designer.
📬 Stay on brand, every week when you sign up for the On Brand Newsletter.
Brand strategy tips, real-world examples, and insights sent directly to your inbox – so you can stay on brand and confidently make strategic moves.
✔️ One email a week
✔️ Covers brand strategy, creative inspo, and marketing
✔️ Join the list to get your first drop
Remember: your brand isn’t broken–it just needs focus. And we can fix that, one small step at a time. Strategy first, design second–always. 🤘🏼