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Step Two: "I said 'branding,' not Brandy…"

Author: JLB

Published On: July 1, 2008

In my last post, I simply described the act of logo creation. While logos are totally sweet and an important part of any business/organization, branding is the more general term that encompasses the logo, tagline/slogan and overall design scheme. But branding isn’t just the way you deliver the logo. It’s a way to more thoroughly express the company’s personality.

Lets take this developer that approached us (from my last post) as an example. After I had designed the logo and everybody was happy, I started placing it onto the printed pieces I was designing. I was having trouble. I thought I was a terrible designer. I could not use that logo in any way that looked good on anything…not even the website. Eventually, it hit me. I just didn’t have a system of delivery for this logo! I didn’t have a brand established yet! I’m not a worthless designer! I shouldn’t have sold my laptop!

CS Image Set


I realized that I should have approached the logo design with the idea that each element I design should carry this brand (or personality) forward, not just relying on the logo to do it for me. The kind of paper we use, the way we present content in printed and digital formats, even the location of the logo on all material matters. All of these specifics help to push the brand forward. They also make my job a lot easier. If I have to create a new ad for a publication, I already know the basic layout and design!

Next post I’ll dive a little more deeply into print design (and probably more branding stuff)…


It’s remarkable working with the team that treats your business they would their own with drive, innovation, humility and a shared love of bringing great things to the wonderful Franklin & Nashville community.


RED DOG WINE & SPIRITS – Nashville Web Design


“In the search of looking high and low for a Ecommerce website design firm, we came across JLB. They are now like a part of our family and strive to do all they can to take our sales and growth to a whole new level. We recommend JLB to everyone we come across looking for a solution to their website needs.”


Chad, BOWADX – Franklin TN Web Design

“JLB has been the driving force  that has launched our company into the media spotlight, gaining us publicity through a broad cross-section of business related media including new apps and interactive activity for our clients. We are moving forward with our second web design with JLB and will continue to make them part of our team.”


John, The Perch – Brentwood TN Web Design

“I started with JLB when they first opened fifteen years ago, when they redesigned a website for me.  They are my go-to company for anything to do with web sites. These guys are professional, talented, creative and an energetic team. I will always go to JLB first for my web design work. Thanks JLB.”


Phyllis, Carneros Winery – Nashville TN Web Design

We were having problems with our online brand and digital marketing. JLB was great. Worked through it with us, created an amazing presence and business is great. The staff at JLB is fantastic too. Friendly and always there for you.


Life Line Repairs – Nashville TN Web Design

I and all of us at Sports & Entertainment Nashville TN have been thrilled with the website you guys did for us, and especially the professional service and communication you guys have shown.


Sports and Entertainment – Nashville Web Design

We interviewed several web design firms, but found that JLB’s talented team was the most creative, innovative, and professional. Choosing JLB has been a great decision! We are fortunate to have JLB be a part of the BMC Metalwork’s future as we continue to enhance our business.


Jimmy, BMC – Franklin TN Web Design

“There were a number of website design companies in Nashville that would have done an adequate job for our company. The difference was that JLB wanted to be our partner and has been for 11 years. STAR Physical Therapy has been blessed to have them as a teammate.”


Regg Swanson, STAR – Franklin TN Web Design