Brand vs Logo – A quick guide

Brand Development, Resources

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Over the years, we’ve had a number of clients request a logo for their new startup or business. Our response is always ‘Yes, we’d be happy to help! Do you have a brand?’ The answer is usually ‘No – do I need one?’ It’s a perfectly understandable misconception that your logo is your brand. In this Brand vs Logo quick guide, we’ll walk you through the core concepts of each and how they work together to create your brand identity.

What is a brand?

In marketing, branding is the process of creating a unique name, voice, and image that identifies and differentiates a product or service from its competitors. Brands are viewed as people, and like people, they have personalities, values, and beliefs that connect with their target audience.

It is essential that a brand be relatable to its customer. Creating a successful brand involves understanding the customer’s needs, wants, and desires and aligning the brand’s values and messaging accordingly. A brand that resonates with its customers will establish a deeper emotional connection that will drive customer loyalty and advocacy.

One of the critical elements of branding is developing a consistent brand voice. This is the tone and personality that the brand conveys through its messaging, whether it be through its website, social media channels, or advertising campaigns and collateral. A strong brand voice creates a sense of familiarity and builds trust with the customer.

Brand image is another essential aspect of branding. This is the visual representation of the brand, such as its logo, color scheme, font choice, design elements and style of photography. A memorable brand image can help the brand stand out in a crowded market, increase brand recognition, and reinforce the brand’s values.

Finally, the customer experience is crucial to the success of a brand. This encompasses all the interactions a customer has with the brand, from the initial purchase to ongoing customer support. A positive customer experience can enhance brand loyalty and drive repeat business.

A perfect example of Coca Cola’s branding in action. The red and white are instantly recognisable, while the ‘Happiness Cafe’ drives home the brand’s messaging. Photo by Esther T on Unsplash

A logo is a critical element of a well thought-out and researched brand, as it serves as the most memorable aspect of a brand. In addition to evoking an emotional response from the audience, good logo designs reflect the brand’s values, personality, and mission. It will also enhance the brand’s recognition and make it more memorable if the logo is well-designed.

However, it is important to note that a logo is just one part of a brand and not the brand as a whole. A logo is a visual representation of the brand, but the brand encompasses the overall experience that a customer has with the brand, including the product or service itself, the customer service, and the marketing messaging.

That being the case, it is essential to design a brand before designing a logo. A good brand design will define the brand’s core values, target audience, and unique selling proposition. When the brand foundation has been established, a good logo design will follow. It would then convey the brand’s message as well as elicit the desired emotional response from the audience by incorporating the brand’s values and personality.

Coca-Cola’s logo is instantly recognisable, and is reinforced by their brand strategy and messaging. Photo by Matthew Ball on Unsplash

So, Logo vs Brand?

To summarise, branding is a complex process that involves creating a relatable brand persona, developing a consistent brand voice, creating a memorable brand image, and delivering a positive customer experience. A strong brand can establish an emotional connection with its customers, differentiate itself from its competitors, and drive business success.

A logo is an essential part, and the result of a well-researched and thought-out brand. It serves as a visual representation of the brand and is the most memorable aspect of the brand. However, it is important to note that a logo is just one part of the overall brand experience and should be designed after the brand is established. A good logo design should reflect the brand’s values, personality, and mission while being simple and easily recognizable.

Branding is one of our specialities – one which we take seriously, and enjoy tremendously. Drop us an email if you’re starting your branding journey, looking to refresh an existing brand or just need some advice.

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