Branding - More Than Just A Logo

August 9, 2017

From Web Design to Marketing, Behind Your Design can help bring your vision to life through an entire brand, not just a logo.

Starting a new business? Looking to give your current logo a 'refresh'? It can be easy to just think 'I need a logo!' - what you are saying is that you want a graphic representation of your business to use on your marketing materials. What you need however is a memorable overall ' brand' that will attract customers to your business. Luckily, at Behind Your Design, we can help you with all your needs, even the ones you don't know yet.

How do I create a brand?

It's important to know your brand values and aspirations. Basically, your WHY? What made you start your business in the first place? What problem are you solving and what are your passions? Long term, where do you want to be in 2, 5, 10 years? The answers to those questions are the core of your brand. We want to give you the tools you need to reach your greatest potential.

Next, we'll work on the personality of your brand. What will your brand look like? Sound, feel, act like? Knowing your business' personality allows it to shine through everything we do. It also helps narrow down your target customer and decide how your business will interact with them. Appealing to a certain audience makes marketing efforts meaningful and effective.

Consistency is key. We work together to create an entire brand concept and easy guidelines to follow. Colors, fonts, patterns... Anything to make your look consistent will be part of your brand. Then, we use those elements across all platforms (website, social media, business cards, etc) to ensure your voice, mission and design flow fluidly and works together.

Once you've created this brand, it's time to go beyond that and uphold the reputation. Your customers have to truly believe in your brand, just like you do, and will, in turn, become loyal advocates of your business. Not only will they stay local to you but they'll also recommend you to others.

Your business is so much more than just a logo. We believe building a solid brand can become a company's greatest asset, so we cover every step:


  • Web Design
  • Graphic Design
  • Email Marketing
  • Facebook Marketing
  • Mobile App Design
  • Trade Show Booth Design
  • Custom Photo Gifts
  • Speaking Engagements
To view our design portfolio, click here.


Holiday catalog cover with two people carrying gift baskets outside a cabin, titled “The Heart of the Season.”

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A great staff appreciation gift should be thoughtful, useful and connected to the organization. For the Crim Fitness Foundation , custom reverse umbrellas combined function with standout branding. These 46-inch umbrellas feature full-color sublimation on both sides of the canopy, giving the Crim brand plenty of room to make an impact. Branded Inside and Out The outside features the Crim Fitness Foundation logo and brand colors. Open the umbrella, and custom artwork of runners making their way through Flint is revealed inside. Using colors from the Crim brand, the artwork celebrates the organization’s connection to running, movement and the Flint community. Full sublimation on both sides of the canopy allows branded umbrellas to go beyond a logo. Colors, patterns, illustrations and original artwork can become part of the design.

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Custom jerseys are a fun way to take spirit wear beyond the standard T-shirt or sweatshirt. With fully customizable designs, they can be created around your school, team, organization or event and made to feel completely unique. At Behind Your Design, we can customize jerseys with your colors, logos, graphics, names, numbers and more. Full-color dye sublimation gives you plenty of freedom to create bold designs across the entire jersey while keeping the finished piece comfortable and wearable. We’ve created several custom jersey styles for our clients, including football and baseball jerseys for Michigan State University Fall Fest. Each offered a different look while giving MSU a memorable piece of custom spirit wear that still felt true to their brand.

A Successful Day at the 2026 MSU Vendor Fair

September 29, 2026
We had a fantastic time at the 2026 Michigan State University Vendor Fair ! It was a great day of connecting with so many wonderful people including current customers, new faces and plenty of potential future clients from departments and organizations across campus. One of the biggest hits at our booth was our T-shirt bags , which definitely got people talking. We also had lots of interest in the fully sublimated, two-sided umbrella we created for the CRIM Fitness Foundation. It was a great example of how a promotional product can go beyond simply adding a logo and become something truly custom and memorable.

Plan Ahead, Gift Better: Custom Client Gifts for the Holiday Season

September 29, 2026
There’s something special about taking the time to recognize the people who support your business throughout the year. Whether you’re thanking loyal clients or celebrating your employees, a thoughtful holiday gift is a simple way to show your appreciation. We love working with Hackney Jones Wealth Management , and this year, we’re helping their team get an early start on their holiday client gifts. Together, we curated several gift package options so they can choose something that feels just right for each recipient. Their custom gifts include cappuccino/soup mugs, stemless wine glasses, blankets and travel mugs. Each item was chosen with quality and function in mind because a great branded gift doesn’t have to be elaborate. Sometimes the most appreciated gifts are simply the ones people will use again and again.

Join Us for the 2026 LAFF Pathways Pancake Breakfast

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Behind Your Design is once again working with LAFF Pathways to help bring its annual Pancake Breakfast to life. The 2026 LAFF Pathways Pancake Breakfast takes place Sunday, October 18, from 11 a.m. to 2 p.m. at Serendipity Spa of Linden, 129 E. Broad Street in Linden, Michigan. Our team has been working behind the scenes on event coordination, permits, schedules, timelines, setup and marketing to keep the details organized leading up to the event.
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