Beyond the Logo

Branding & Design

12 Jan

Here’s the truth I wish more people know:

Your logo is not your brand.

It’s a symbol. A first impression. A handshake at the door.

But your brand? That’s the full conversation. It’s how people feel when they interact with you. It’s the reason they remember you, trust you, and choose you. And often, the most powerful parts of your brand are the ones you don’t see on a moodboard. They’re the voice behind your copy, the beliefs behind your business, and the way you show up (even when no one’s watching).

So let’s talk about what really lives beyond the logo… the overlooked elements that, in my experience as a designer and strategist, make or break a brand.

Brand Voice

Your brand voice is how your business speaks. It’s your tone, your phrasing, your rhythm. Are you calm and supportive? Bold and cheeky? Warm and professional?

When your voice is clear and consistent:

People start to hear you when they read your words
Your messaging becomes instantly recognisable, even without visuals
Your content feels authentic, not generic

One of my clients had been using strong visuals but stiff, corporate language. Once we aligned their voice to feel gentler, more conversational, and reassuring? Their engagement has doubled. Their audience trusted them because they sounded like themselves.

Tip: Build a mini voice guide with examples of “on-brand” phrases. It helps keep things consistent across platforms.

Brand Values

Values aren’t just “nice to have” words for a website footer. They are the compass to your branding. Your values shape:

The kind of work you say yes (and no) to
How you interact with clients
The tone of your visuals and content
The energy of your offers

For me at Angell Designs, values like accessibility, calm, care, and creative autonomy are included in everything from my timelines to my project workflows. I don’t just say I value people-first branding. I build it that way and clients feel that.

Tip: Name your top 3 brand values and describe how they show up in real decisions you make. Then share them with your audience. Let them see what you stand for.

Brand Story

We remember stories, not sales pitches.

Your brand story isn’t just your “about” page. It’s the through-line that connects your purpose, your people, and your work. It’s the reason someone goes from casual viewer to loyal client. Your story might include:

Why you started this business
A personal transformation that shaped your offers
A mission bigger than profit
The kind of impact you want to have

I started Angell Designs not just because I loved design, but because I was tired of seeing people like me (chronically ill, disabled, neurodivergent, and queer) fall through the cracks of branding. I wanted to build something human. That story guides everything I do from strategy to scheduling.

Tip: Don’t be afraid to show your “why” in your content. Your audience doesn’t need a polished brand fairytale. They want the real, relatable version.

Brand Consistency

A beautiful brand means nothing if it changes every time someone sees it.

Consistency is reliability. It tells your audience: “I know who I am. You can trust me.” That means:

Using the same colours, fonts, and logo variations consistently
Keeping your voice and tone aligned across platforms
Telling a cohesive story through visuals and words

Without consistency? You look unsure, confused, and distracted. And if you’re not clear, your audience won’t be either.

A wellness practitioner I worked with had tried a bit of everything (new fonts, different visuals, inconsistent messaging). Once we built them a clear, consistent brand system, they finally felt like them which helped people finally recognise and trust their brand.

Tip: Create a simple brand style guide. Use it like a map. You can evolve your brand but evolution needs intention (not chaos!).

In all honesty, you can have the prettiest logo on the planet and still feel disconnected from your brand.

Because visuals are just the surface. What really creates resonance, the kind of connection that leads to trust and loyalty, is what lives underneath your logo.

Your voice.
Your values.
Your story.
Your consistency.

These are all the pieces that move people. That makes them feel something. That help your brand become more than just “a business.” They make it belong in your audience’s life.