One of the most common questions I get from prospective clients when we’re discussing brand strategy is “What about the logo?” I don’t include a logo in my brand strategy package, simply because a logo isn’t a strategy—it’s a visual representation, but it’s just one small part of a bigger picture. This phase is all about sketching out, then painting that big picture.
Delivering a brand strategy to a client is hard. There’s no logo to sign off on, no PSD to hand over, no code to upload to a server. It’s ideas. But a client isn’t going to write a check for you saying “This is the idea.”. It’s it’s my job to figure out how to communicate those ideas in a tangible way that I can actually deliver to a client.