Introduction
When a client asks for a new logo or a refreshed name, the instinct is often to start sketching. But for Randy Herbertson, Principal at The Visual Brand, that approach misses the point. In a recent email exchange with Peekwire, Herbertson shared why his studio begins with strategy, what most branding pages overlook, and the common missteps clients make when hiring a studio.
Starting with Strategy, Not Logos
Herbertson was asked when the usual advice about starting with a logo or a name did not fit what a client actually needed. His answer was direct: "We always start with the strategic foundation first - we've developed a simple platform from classical models to develop the key answers needed before diving into creative expression."
That platform, which he describes as a set of steps, ensures that creative work is grounded in a clear understanding of the business. For readers exploring branding, this echoes broader industry guidance on the importance of brand strategy before visual identity.
The Missing Piece: Articulating the Offering
Even clients who know their audience well often struggle to describe what they actually offer. Herbertson noted that "they often have a good idea of who their product is for, but often can't articulate the offering succinctly." To bridge that gap, The Visual Brand uses emotional and functional drivers in an integrated way.
"This not only creates a consistent 'communication code' with their end user, it also provides a common language to brief and evaluate creative work," he explained. That internal alignment can be as valuable as the external messaging, a point often emphasized in resources on brand messaging.
What Clients Decide Too Quickly
When asked what clients tend to decide too quickly or in the wrong order, Herbertson pointed to two factors: location and price. "They often choose someone who is most local, which is not always necessary in today's virtual world if working windows can be coordinated," he said. "Pricing, of course, is always an early hurdle, and is often a determining factor over more important factors like experience, quality, and ways of working."
He added that The Visual Brand is "by far not the most expensive option usually, but we never sell on that factor." For those hiring a studio, this suggests weighing fit and process over proximity or cost alone. More on evaluating creative partners can be found in guides like how to hire a branding agency.
Practical Takeaways
- Start with strategy. Before logos or names, define the foundational answers about your business.
- Articulate your offering. If you can't explain it succinctly, your brand vocabulary will suffer.
- Use integrated drivers. Emotional and functional elements together create a consistent communication code.
- Don't default to local. Virtual collaboration can work if schedules align.
- Look beyond price. Experience, quality, and ways of working matter more.
For more on The Visual Brand's approach, visit their website.
Conclusion
Herbertson's answers highlight a disciplined, strategy-first approach that prioritizes clarity over quick fixes. For anyone considering a rebrand, the message is clear: the foundation comes before the logo, and the right partner is chosen for fit, not just proximity or price.