When a Logo Isn’t Just a Logo

Disrupting Business as Usual

This week, I had a call with the leadership team of a small business. They asked me to design a logo – sounds simple, right? Well, I don't just design logos anymore, I create meaningful strategies behind them. Otherwise, it’s a waste of their money.

So, I did what I always do – I asked the tough questions. ‘Why do you need a logo? What’s really happening in your business? What do your customers think of you?’

That’s when things got interesting. When we started digging into how their customers perceived them (spoiler: not well), one of the team members got visibly agitated. They disrupted the conversation, and suddenly, no one was really listening anymore.

Here’s the thing – real transformation is uncomfortable. If it isn’t, you’re probably not making any significant change. And for businesses to truly grow, the owner has to be open to that discomfort, not run from it.

Side note: I was watching The Hotel Inspector the other day (love Alex Polizzi), and in this episode, the business owner flat–out refused to listen to her advice – said he’d tried everything before, and nothing worked. His ego was blocking him. But his business partner? Listening, helped him to see the sense of it and they made the change – ?boom, immediate improvement.

Back to my call – when I hung up, I wondered, ‘Do I even want to take this project on?’ Yes, it was interesting and challenging, but the team’s mindset? Not in the right place…yet. I could see the potential, but they couldn’t.

It’s not just about getting stuff done, ticking things like get a new logo off the list, it’s about breaking out of the day–to–day grind and opening your mind to what could be. Businesses often get stuck, clinging to outdated approaches, or worse, copying competitors. But do you know what…when you copy, you’re not being authentic. And customers can sense that. The end result of that exercise is that you end up in that crowded, red ocean where no one stands out.?

So, how do you break free? By embracing change and all that comes with it. To help founders to do this, my process is a combination of Systems Thinking and Design Thinking. Let me explain that one…Systems Thinking lets you step back and see how everything is connected. Design Thinking challenges you to think creatively, putting your customers and invested humans at the centre. It’s not about quick fixes, it’s about lasting, human–centred solutions that transform how customers see you and, ultimately, how successful your business becomes.

Picture it like an iceberg: What’s visible above the water is how your customers see you, but below is where their perception is formed. If you’re not intentional about shaping that perception, you’re letting the current take control.

Yes, it gets messy. Yes, it’s uncomfortable. But if you push through, you’ll create a brand that’s not just known – it’s trusted. And trust? That’s what turns customers into advocates.

So, are you ready to dive deeper?

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#brandstrategy #smes #change

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Sparking Transformation Beyond Boundaries If this post resonated with you, please take my complimentary Purpose Pathfinder here and I’ll give you an hour’s complimentary consultation. Book it here; https://lnkd.in/emafvWwV