Elevating Eyecare on the High Street with Dr Valarie Jerome

If you’ve ever thought, “I’ve got a logo, so I’ve got a brand”… this chapter is for you.In Chapter 3 of Brand-Ready to Scale? Clare Sheffield breaks down what a brand actually is and why your logo is just the tip of the “brandberg”. Clare explains the full system that sits beneath the surface, from your logo suite, colour palette and typography through to photography style, illustration, tone of voice, brand story and key brand messages.This is especially relevant for product-based founders because as you scale, you create more touchpoints: packaging, tape, stickers, invoices, social posts, trade show materials and more. Without a full brand system, consistency slips, customer trust erodes, and every new asset becomes harder than it needs to be.You’ll come away with practical audit actions to identify what you have, what’s missing, and how to fill the gaps, so your brand becomes a clear, cohesive force that supports growth.