A logo isn't a brand. A brand is every visual touchpoint: website, vehicles, uniforms, signage. Companies aiming for $5 million to $15 million in revenue need consistency across all of them to look bigger and stay memorable.
The biggest hesitation is definitely how can we change something that's already established? It's not about where you are today, it's where you see yourself in the next 5 years. You're going to be a $5 million company, you're going to be a $15 million company. In order to get there, we definitely entertain the idea and promote the fact that they need to understand what branding is. A lot of people feel that by having a logo, they already have a brand and this is how we have built for many years. The way we guide them through is that educational piece that no, logo is not your brand or branding. Logo is just basically the core of everything. Everything else that goes around your website, your vehicles, your uniforms, brandies, everything that we do with all those things. That's what people have to understand. In order to build a brand, you need that consistency throughout in order for you to look not only bigger than what you are, but to have that recognition and memorability with the end consumer.
