Building a Brand vs. Designing a Logo
Lately, I have been asked by my friends, family, peers, and acquaintances about the main differences between branding and a logo. Therefore I would love to take a couple minutes of your time to discuss their roles and how they work in unison to compliment each other.
To start, it’s important to distinguish one main thing: A logo does not equal your brand. So if a logo is not your brand, what is a logo?
What is a logo?
A logo is a graphic and/or typographic mark that identifies your organization. A logo is only one element of a brand. Developing a logo is vital to your company’s success because it is the first impression people see. A logo is not there to sell your company; it is there to provide people with a visual representation of your company’s brand. Your logo is there to also promote your company and build your brand identity. (Elements of a brand – color, design, logotype, name, symbol)
What is branding?
Branding is Red Bull. Nike. Starbucks. Branding is the sum of all impressions, experiences, knowledge, interactions a person has about your service, product, or organization. Branding is strategic.
“No branding, no differentiation. No differentiation, no long-term profitability. People don’t have relationships with products, they are loyal to brands. In a movement strategy, brands have a purpose that people can get behind. Brands can inspire millions of people to join a community. Brands can rally people for or against something. ” – Scott Goodson, FORBES
Branding’s goal is to establish a significant position in the market that attracts and retains loyal customers. Overall, Branding is the perception or image your company communicates to people.
“Your Brand is the way your customers perceive you”
Why is branding important?
Below is a list of my top reasons of why Branding is important:
1. No branding, no differentiation. No differentiation, no long-term profitability.
2. A strong brand creates loyalty which retains customers
3. Branding is your promise to your customers
4. It communicates to your audience the value you provide
5. A medium to develop recognition – in a world of companies all over, creating awareness and recognition is vital to stand out to the customer so you can be heard
Hopefully I cleared up the distinction between branding and a logo. Thanks for taking the time to read my post and if you remember one thing it’s this: developing a logo is one spoke of the branding wheel.