Branding is certainly not a carefree topic. It is a critical element of any business. All too often logo design is treated as being interchangeable with branding. Although they go hand-in-hand, they are not the same. Many businesses overlook the true potential of what a brand can and will accomplish, settling for just a logo. So, what sets a brand apart from a logo? Why do you need a brand, and not just a logo? Let’s explore the importance of branding and how to begin the process of developing a strong logo and brand.
SOME DEFINITIONS
In order to gain a healthy understanding of the differences between a logo and a brand, some definitions must first be established.
- A logo is a business’ identification in its simplest form via a recognizable mark or symbol.
- On the other hand, a brand is the emotion behind what someone feels, sees, and tastes when they interact with your company on any level. At the core, branding is an emotional experience. It is the energy your business creates.
WHAT IS A LOGO?
As we’ve established, a logo is purely for identification. Logos derive their meaning from the product or service it symbolizes and therefore seeks to identify, not explain, or sell. A logo is not a strategy, but rather a company’s “avatar” in a way. Logos should be memorable, simple, and timeless, leaving room for what the logo actually represents – you. Chaotic and complex logos distract from what is actually trying to be communicated. Your logo can make you seem sleek and professional or on a shoestring budget clamoring for clients and sales.
An important counterpart of a company logo is its identity. A company’s logo and identity are inextricable. When talking about identity, we are talking about business cards, letterhead, marketing collateral, packaging, website, signage, etc. Simply put it is anything visual. Identity is the vehicle for a logo and, just like a logo, is purely for identification purposes.
WHAT IS A BRAND?
A memorable logo is important; it paves the way for effective branding. However, a brand is more than a logo. It’s more than just visual identification. A brand is the emotion behind what someone feels, sees, and tastes when they interact with your company on any level. Your brand is the image behind what your business believes and strives to accomplish. As a result, your brand becomes your personality and along with that personality comes numerous associations. Therefore a brand bears much more responsibility than a logo.
Brilliant branding takes courage because it is something that is constantly being formed by the public’s perception. Although a designer lays the foundation of a brand visually, the brand’s audience is what truly shapes it. Therefore, it is imperative that the foundation is laid correctly by falling in line with your business image and goals. Understanding how the market’s perception of your brand balances with your company’s goals leads to making informed branding decisions and is crucial to developing a brand that will endure and remain timeless and financially sustainable.
Practically speaking, your brand should be clear, consistent, and follow a strategy. Whereas a logo is portrayed for identification, a brand should be nutured with much thought as to how your ideal client will respond to it. After all, branding is an emotional experience that people want to be a part of. That energetic alignment piece is crucial for the Spiritual Entrepreneur.
What does meaningful and effective branding look like on a small scale for a small business? It all comes down to creating a positive perception through clear, authentic, and consistent communication. Having lots of money doesn’t create a good brand. Having thousands of locations doesn’t make a good brand. An awesome logo doesn’t even make a good brand. A consistent visual presence on your social media, website, packaging intertwined with a consistent energetically aligned mission across your messaging starts with a cohesive and complete brand. I can help you build it or refresh what you have. I invite you to book a discovery call today.
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