via davidairey.com
How to convince your clients they need a brand and not just a logo
Explain that you should be employed to find a brand idea that will form the basis of all the company’s branding (and perhaps even future business decisions) of which a logo should only be one expression, an idea that is likely to form the basis of a the brand’s overall approach. Such an idea may already be a defining characteristic of the business waiting to be celebrated in the branding.
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