Why A Logo Isn’t Enough.
And, What You Actually Need to Build a Brand...
One of the most common things I hear from potential clients is:
“I just need a logo.” Look, I get it. When you're launching a new product or trying to tighten up your business visuals, a logo feels like a great starting point. It’s tangible and it’s familiar. But here’s the truth:
A logo, by itself, won’t carry your brand.
If you want to build something memorable, consistent, and professional-looking, especially in competitive industries like home fragrance, personal care or honestly any business, you’re going to need more than just a single mark.
A Logo Isn’t Your Brand
Your brand is how people feel about your business. It’s the tone of voice in your copy, the colors on your packaging, the photography style on your website, and yes, your logo, but also your labels, your font choices, your email signature, your Instagram grid, the way your unboxing experience feels...
It’s all of it.
When someone says “just a logo,” what they often mean is “I want my business to look legit.” But that requires a visual system, not just a file you can slap on your Shopify site or your candle vessel.
What You Actually Need
If you’re serious about building a brand that feels cohesive and intentional, here’s what you should be asking for instead:
Brand identity design: a full system including your logo, submarks, color palette, typography, and usage guidelines
Packaging design: labels, boxes, wraps, seals, and everything in between, all tied to the brand’s look and feel
Visual direction: guidance for photography, illustration style, and how your brand shows up across touchpoints
Ongoing design support: because keeping your brand “tight” takes consistency, especially as you grow
You might not need all of that at once, but it should all be part of the long game. A great brand identity grows with your business, so you don’t have to reinvent the wheel every time you need a new label or launch a new product (and I see this "reinventing the wheel" thing more often than you could ever imagine with very smart business owners!)
Why It Matters
When a brand only has a logo and nothing else, things get messy. You end up with inconsistent fonts, colors that don’t match, weird label layouts, and a website that feels disconnected from your packaging.
That kind of visual confusion creates customer doubt, about your quality, your professionalism, and your value.
On the other hand, when everything looks aligned and thoughtful, customers feel trust. And that’s what gets them to buy, to come back, and to recommend you to others.
What You Really Want is a Brand That’s Memorable
If you're creating a candle line, a perfume collection, or any kind of product-based business, you don’t just want something that looks “nice.” You want something that feels distinctive, polished, and rooted in a clear story. Your story.
That’s where I come in. I help product-based brands look the way they should look, high-end, cohesive, and completely their own, which is exactly what you should have. If you've been struggling, trying to do this yourself and hitting a wall, or just knowing your line doesn't look as good as it should, that's a good sign you're ready to work with a professional who gets it.
Ready to Build Something Real?
If you’re starting a new brand, refreshing an old one, or realizing that “just a logo” isn’t quite cutting it anymore, I’d love to help.
Let’s talk about how we can bring your full visual identity to life.
