So you only need a logo, right? Not completely true…
Last Christmas we had our own little family Christmas dinner because of lockdown. It was the first time I’d cooked a proper Christmas roast, “it’s the same as a Sunday roast”, I got told. Oh, I don’t think so. You have the meat, roast potatoes and vegetables. But you include more veg than normal – most importantly sprouts – you roast parsnips in honey, you have pigs in blankets, you make proper gravy (not just instant gravy) and don’t forget the red currant sauce and chestnut stuffing. Then there is the pudding and custard (or brandy cream).
A Christmas Dinner is so much more than a Sunday roast, much the same as your brand is so much more than just your logo.
Logo and Brand are used to explain the same things, but they aren’t the same. They are closely related and always work together, but are different things.
Understanding the difference:
Definition from Cambridge Dictionary:
Logo (noun) “a design or symbol used by a company to advertise its products”
Brand (noun) “the act of giving a company a particular design or symbol in order to advertise its products and services.”
Your logo is the design which makes your company easily recognisable. It normally comprises of typographical and graphical elements. You can also have alternatives of your company logo to suit different applications.
Your brand is the image or perception people have in their minds when thinking about your services, products or your company, both practically and emotionally. Connecting to your customers in a physical and emotional way is important to capture your ideal customer and also keep them engaged. The brand is part of the name, logo, products, visuals, uniforms, advertising – or anywhere your company is promoted.
Branding is a strategy to help people quickly identify their company or products. It also gives customers a reason to choose them over the competition. As part of your branding you should look at using different tools such as:
- Brand definition – Values, Mission statement
- Brand identity – Name, Tone of Voice, Visual Identity/Logo
- Communications – Social Media, Magazines, Website
- Product/Packaging Design
- External Documentation – business stationery, customer correspondence
- Customer Service – How your staff are trained to speak to customers, the language they use
A logo is an important element to your brand, but it doesn’t stop there. Your logo needs to say a lot about your company, so it needs to be right. If it’s not right then it won’t engage with your target audience.
A quick reminder:
- A logo is the design your company uses to identify itself
- A brand is how you want your company to be perceived by your customers
- There are lots of elements that need to be thought about within your brand (Check out my Branding Checklist)
- Your logo is a very important element of your brand, but you need more than just this to build your brand
For help creating your brand and your logo get in touch or book a call with me.