How to get noticed with branding beyond logos

TL;DR

The key is to put client problems first and stop defaulting to logos. Use ads, promotions, collaborations, PR, and clear branding to gain notice. Show the logo in context and sell the brand's potential, not just the mark, to guide decisions.

Transcript

so what we're supposed to do is we're supposed to hold a client's needs above ours that's what it means to be of service to someone and if you're here to sell logos and the answer is clearly not a logo you're not supposed to keep selling that anymore your goal is to get noticed yes yes okay I need you to stay in character if you break character it'... Read More

Key Insights

• The main objective is to help clients gain notice, not just sell logos.
• If a client requests a logo, explore other options on the list first.
• Promotions, collaborations, and PR can attract attention beyond logos.
• Branding and presentation can elevate perceived value and attract premium buyers.
• Selling the vision of a brand is more effective than selling the mark alone.
• Closing the imagination gap is essential; show how the logo works in context.
• Avoid selling the logo in isolation; emphasize how it supports brand outcomes.
• Ethical sales means guiding clients to the right solution, not pushing a logo when it isn’t needed.
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Questions & Answers

Q: How can I get noticed without just designing logos?

To get noticed, focus on the client’s needs and use a mix of strategies beyond logo design. Consider ads, promotions, collaborations, and PR to attract attention. Present the logo in context using mockups and photography to demonstrate how it works in real life. This broader approach showcases brand value rather than a single mark.

Q: What should I do if a client asks for a logo immediately?

If a client requests a logo first, acknowledge their goal but explore whether other options on the list can achieve notice better. Ask clarifying questions about their problem, propose alternatives like promotions or social media campaigns, and only proceed with logo work if it clearly serves the client’s needs and budget.

Q: Why is presenting a logo in context important?

Presenting a logo in context closes the imagination gap by showing how the mark behaves on products, packaging, and marketing materials. It communicates the brand experience and helps clients see the logo as part of a larger system, which can justify higher value and pricing through perceived premium quality.

Q: How does ethical selling influence branding work?

Ethical selling means guiding clients toward the best solution for their goals, even if that means not delivering a logo. It involves listening, identifying core problems, and proposing a path that may involve ads, promotions, or branding work that better serves the client, building trust and long-term relationships.

Q: What role does imagery play in logo pricing and perception?

Imagery, photography, and mockups play a critical role in pricing by conveying the logo’s potential and premium feel. High-quality visuals help clients understand the logo’s impact across contexts, supporting higher price points and ensuring the logo is seen as an investment rather than a simple graphic.

Q: How can I communicate the value of a logo beyond its appearance?

Communicate value by linking the logo to brand recognition and narrative potential. Show how the mark supports storytelling, audience perception, and market positioning. Demonstrate that the logo is a strategic tool within a broader branding effort rather than a standalone product.

Q: What is the risk of focusing only on the logo?

Focusing only on the logo risks underdelivering client outcomes and missing opportunities to influence perception and behavior. By broadening the scope to include branding, promotions, and audience engagement, you create more value, stronger client relationships, and higher perceived expertise in the market.

Q: How can I illustrate a logo's impact to a client?

Illustrate impact through contextual examples, mockups, and before-after scenarios that show how the logo functions across media. Use visuals to demonstrate cohesion with brand narrative, product presentation, and marketing materials, making the logo feel like an essential component of a successful brand strategy.

Summary & Key Takeaways

• A designer should prioritize solving the client’s real problem over selling a logo, using a broad mix of tactics to attract attention and demonstrate value. The emphasis is on the client’s needs and on presenting a compelling brand story rather than a standalone mark.

• The approach requires expanding the perceived value of a logo by showing it in real-world contexts, using mockups and photography to close the imagination gap and make the logo feel premium and desirable.

• The process shifts from selling a product to selling a narrative about a brand, including the rights to influence decisions, price perception, and overall brand recognition, ensuring the client sees the logo as a component of a larger outcome.