While a logo is an essential element of your brand identity, it is just the tip of the branding iceberg. Building a successful business requires a comprehensive approach to branding that goes beyond a logo design.

Chances are, when you started your business, you considered who your target customer was going to be. For the sake of this blog post, let’s go with a customer brief we start with often here at Zest: a 25-35 year old female.

I mean, I’d dreamed about it, but being tied to a desk in the corporate world, I never allowed myself to actually go for it. Instead, I resigned myself to the hamster wheel and spent my weeks dreaming of Friday and my weekends dreading Monday.

Let’s rephrase that question. How many times have you found yourself impulse buying a product you didn’t intend to buy, but it just looked (or sounded) so good you simply had to give it a go?