Before choosing someone to work with on your brand, it’s important to be clear what you want from brand and branding.

If you believe a brand is essentially a logo, then visual design will be all you want and expect from branding. However, if you have an inkling that a brand is about more than a visual identity – for example, if you want to be able to use the brand as a tool to guide your business journey - then you’re going to need more than just a visual identity.

I have been through a number of branding exercises myself, which just gave me visual designs, even though I wanted more from the exercise, although I didn’t know what was possible.

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