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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 is the jump from a logo to a brand so difficult? Why do you need a brand, not just a logo? Let’s explore.
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.
The progression is clear: a logo must come before a brand.
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.
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