You know how important it is to brand your business in today’s market. But do you have a brand or just a logo? If you’re not sure, you’re in the right place. Let’s examine the difference between a logo and a brand.
A logo is used to identify your company. This is usually done with the use of icon, logotype, colors, or a combination The main goal of a logo is to be memorable, inspiring trust and loyalty. Think about Nike’s logo and how recognizable that little swish is to everyone. The logo is just one aspect of the company’s entity or overall brand. If your logo is still in the works and you want to learn more check out this article on Logo Design or consult a professional.
A brand encompasses more, it is the perceived value that a company offers. Brand evokes an emotional response. Keeping with the Nike example, the emotions attached to Nike might be motivation, strength, boldness, or power. Think of a brand as the sum total of all the experiences, impressions, and knowledge a consumer has with your product or service. The conversation that your customers are spreading about your company represents your brand identity.
Which one is more important?
While both a compelling logo and strong brand presence are important, your brand is what will create continued success. The way you make consumers feel about your product, service or organization is more memorable and will help solidify your position in the marketplace.
Think of it this way. A brand is not a mark, it leaves a mark. A logo by itself is just a visual element that should be memorable. A brand is a strategy that helps you communicate expertise and passion. When the two are combined is when the magic happens. Your logo creates a triggered emotional response of excitement and loyalty, which is your brand identity. Together they help communicate your message and attract more attention to your product or service.
So how do you create a brand?
First, you need to do your research. Who is your product or service for? Who is your target market? Make sure your colors, fonts, photography, design elements, etc. all accurately communicate to this market. Use your research to understand what speaks to your ideal clients, understand their values and what’s important to them when they choose a company to work with. Your next challenge is to figure out how to translate all the information you’ve gained into visual elements and marketing material. If you’re interested in seeing some examples, check out these 15 brands with awesome visual identity. There is good news, you don’t have to do this by yourself. Get in touch with us today for help clarifying your brand message.