It’s not unusual for people to use the word “brand” and “logo” interchangeably because they associate a symbol with their perception of what a business represents. If I mentioned a well-known company, such as Starbucks or Amazon, chances are their very distinctive logos would be the first thing that comes to mind.
However, a successful enterprise consists of much more than just its company logo. While it’s true that a portion of a business is represented visually, it takes far more than a snazzy logo design to establish an image and a reputation that can stand the test of time.
To help clear up any confusion, let’s explore the differences between a “brand” and a “logo”.
What is a Brand?
To put it simply, a brand is the full embodiment of what your business does and its values. It is the entire experience that surrounds your business and how you define and differentiate what you’re offering on the marketplace.
How is what you offer better and more valuable than what your competitors are offering? Your brand; your identity, is going to tell consumers exactly what they can expect from doing business with you.
A brand represents your business in ways that you might not even think about. Such as the visual appeal of your website, or how easy it is to navigate. It’s how you speak to clients, how you start and end e-mails or the way that you answer the phone. It’s the content that you post on your social media. The slogan on the business cards you hand out. The design on the leaflets that sit out on your front desk. And that’s to name a few!
In the end, all these individual elements come together to form your brand identity. These are the parts of your business that you, your staff, and your clients interact with. Once you establish that, it becomes a lot easier to make decisions about your business. This is because you make them in unison with what your business values and represents as a whole.
What is a Logo?
When we talk about a logo, we’re referring to the visual components and design of your brand (such as its symbols, trademarks, colors, and fonts) that connect clients to what you do. To put it in the simplest of terms, logos bring visual appeal to the brand that you’ve created.
Secondary only to the company name itself, customers recognize the logo more than anything else related to a business. A good logo design evokes strong positive feelings from existing customers while also drawing the eye of potential customers. Your logo helps them to identify you quickly and easily and is an immediate way to differentiate you from your competitors.
Branding, however, is what makes a logo more than a symbol. Branding is what elevates it and makes it synonymous with the company – and that’s why it’s crucial to have the context of a complete brand identity before designing a company logo. Without it, even the greatest logo designs won’t be enough.
Getting Brand and Logo Design Right.
As Jeff Bezos, founder and CEO of Amazon once said: “Branding is what people say about you when you’re not in the room” – so you want to make sure that all of your customers are experiencing your business in a clear and concise manner from the very beginning. However, if you’re not already familiar with how to go about building a consistent brand identity, this is often easier said than done.
This is where bringing on someone who specializes in brand identity guidelines and overall brand development can really help. Even a basic branding package can go a long way in elevating your business. Taking it well above and beyond what you might have originally envisioned.
Remember: when hiring a branding expert, it should never be just for a logo. While a strong visual component is important, it is only a part of your business identity. Its creation should go hand-in-hand with the overall development of your business to create consistency across your brand.
More Than Just Logo Design
Your business is your dream and I want to help you achieve that.
I always begin our branding projects by getting to know your business and your vision for it inside-out before discussing branding ideas related to your specific goals.
From there, I customize a branding package to fit your unique needs and budget. From print and digital design, to signage, banners and brochures, logo design, and so much more; I’m here to ensure that your business thrives in Calgary’s competitive market environment.
You can be sure that I’ll include everything you need to make sure your message is achieved consistently, professionally, and on-point every time.