Brand vs. Logo
By Intrigue
It has often been a question, what is the most important aspect of design for my business. Different people can come up with many different answers. Whether or not everyone agrees, the most important piece to this puzzle is the design of a company’s brand.
Lots of people think that once they have a new logo, they can pop it onto their website and, voilà, they have a new brand. A brand is much more than a logo. Brand is everything.
It is true that a logo is one of the greatest stepping-stones in revealing a business’s brand. Like a particular haircut or that new shirt you just bought, a company’s logo is a tangible way to express the characteristics of your brand. Choosing the right appearance for your company can make or break your business. Making sure to choose the right looks, colours, images and even the name will say more about your company than any advertising or marketing can. Your logo should speak volumes about who you are and what you do without even saying a word. It never hurts to do some research to find out what your customer base would better respond to. For instance, if you specialize in selling tools for mechanics, a violet coloured logo with flowers on it is probably not going to reach out to your customer.
Brand is also your strategy in marketing, customer service, the way you speak, your social media presence.
You can probably think about a few companies that have very recognizable and creative logos, but you are not a fan of because of your own personal customer experience. Likewise, there are companies that you absolutely love, but whose logos that you are not a huge fan of.
Brand is about caring about your business at every level and in every detail including Marketing Services, Online Services, Website Development and Social Media. Ultimately, it’s what people think and feel about your organization from top to bottom.
Think of it as an iceberg, the logo representing the portion above the waterline. Although it is the image everyone sees, it is what lies beneath that is most important. There is so much more to your brand that is not necessarily visible from the surface. Proper time and care should be given to this underlying information to create a solid footing for your business to float. The impact that the brand has on your customer base is crucial, and it can create a real sink or swim situation.
I love your comparison to a new haircut! It’s so true!
You have a magical way with words, Belle. Keep up the great writing!
Fantastic post Belle! It is so true that your brand is so much more than your logo and you articulate it so well in this post.