NO! A well concepted, developed, and executed brand is able to represent the objectives, abilities, and goals of a person or business to their audience–all of which must be thought about prior to embarking down a path, and then evolved over time. Often, though, “guidelines” and “standards” are set up because a client doesn’t want the ongoing cost or consideration involved in growing and evolving a brand–they think of an identity as something to “have done” (ie a “logo” or a “package” or…a template…believing others can then just “apply” it for multiple purposes). When this doesn’t work they way they had hoped, they may decide they need more “standards” and “guidelines” to keep things “in check”.

Among the unfortunate assumption that many people make is that a brand is: a logo, a rigid “look”–or handcuffs that keep you tethered. Often, people start out wanting a “logo”–the first step down the path to dullsville. A brand identity doesn’t start with a logo, it starts with defining the big picture–who are you? what do you want to communicate? who do you want to communicate to? why? (and more questions that take time and consideration to both ask and answer). Your designer (partner) will be curious and may challenge assumptions to help you focus on defining the problem instead of jumping ahead to the solution. Once this takes shape, your design parnter can begin to develop “how” to communicate appropriately to your audience in ways that are unique (for the right reasons).

There are often times that a client does not want to go through the time or effort involved in this, however. They just want a “logo”, or they simply say they “know what they want” in an effort to spend as little time or money as possible to get there. This often results in something that doesn’t work long term. When a designer is seen as one who “carries out ideas” and makes things look good–or is hired to simply respond, “serve” or be an order-taker–many opportunities can be lost. One analogy is the difference between a carpenter and an architect. You can be your own architect and hire a skilled carpenter, and get a beautifully crafted execution of your vision, or you can hire an architect who can help you define your needs in order to develop something beyond your preconceived ideas and belliefs that can grow and evolve with you