When people ask me what Carl Designs does — I tell them we design brand communications. We help organizations establish, define or reposition their brand. It's amazing how many of them respond with "our company already has a logo". It's obvious that far too many still haven't made the distinction between a logo and a brand. As a brand communications design firm our goal is to educate and apply a holistic approach to defining and more importantly growing a business.
An overall brand strategy encompasses far more than just a logo. Brand is the DNA that is embedded in every element of a successful business such as marketing, advertising, public relations, employee training, etc... However, without a well developed brand strategy all of these individual tactics float aimlessly and occasionally interacting, and far too often, colliding with one another.
A well developed brand strategy is what connects them and imbeds the DNA of a brand throughout every aspect of an organization. A strong brand is similar to a set of Russian dolls—each one stands securely on its own yet has the same characteristics as the others and fit perfectly one inside another. A logo is only one doll inspired by the core purpose of the organization, the DNA is what is projected from doll to doll.