TOPICS COVERED IN THIS BLOG POST

  • What’s a brand and what is a logo and how are they different
  • Benefits of a clearly articulated brand
  • benefits of a properly executed logo

It’s a common mistake that people make when they interchange the words logo and brand to mean the same thing. They are two separate entities and for a successful business or organisation to reach and engage their audience, each are crucial to understand and get right.

In summary the logo is a visual symbol of your business/organisation. The brand is the collective framework of core values and articulated components that represents your business across marketing, image, and public perception. The logo forms a key part and sits within your brand.

WHAT IS A BRAND & WHAT ARE THE BENEFITS OF A CLEARLY ARTICULATED BRAND?

A brand is the combined, carefully articulated components that make your business or organisation what it is and unique. Think of it like a person. The brand would be that individual person’s goals, beliefs, values, personality, style and physical appearance as well as their skills and attributes which distinguishes them from everyone else.

A business brand will have a Mission, business goals, personality of the business, values both core and aspirational, messages it wishes to put out to the audience, symbols that are visual representations of the business, and of course the unique selling points and strengths/attributes of your business.

To help understand what a brand encapsulates, let’s look at it another way. Businesses aren’t the only entities that need to be in control of their brand. People, and in particular celebrities have a certain style, look and reputation about them that makes them appealing to their desired target audience. Take Kim Kardashian. Her appearance, her fashion style, her attitude, the places she’s seen, the products she supports are all part and align with her brand. Like it or hate it, her fans adore it and that’s who she’s targeting. She doesn’t care about the people who don’t like her. She’s focused her brand on the ones who do and she’s done so very successfully. She has teams of people that help maintain this very well organised public image (or brand) and maintain its consistency. Her logo in this instance is simply the KK symbol that she uses for her fashion label.

I will go into more detail breaking down all of the individual components of a brand in a future post.

WHAT IS A LOGO & WHAT ARE THE BENEFITS OF A PROPERLY EXECUTED LOGO?

A logo is usually created after all components of the brand have been articulated. Many of these brand components inspire how the logo should look and what it should represent.

In the simplest terms, your logo is that first appearance look a potential client or audience has of you and your business. It should clearly state who you are and evoke your brand’s personality. This can be done with many visual design techniques to evoke certain emotions in the desired audience.

A logo becomes the most recognisable visual component of your business. You should feature it as often as you can to increase your exposure and audience recognition. It is important to use the logo the way the designer intended so that it remains consistent to the audience which strengthens its recall ability and resonance. This will also mean the logo will work in conjunction with the components of your brand more successfully.

I will extrapolate on what makes a successful logo design in a future post.

 FREE BRAND ESSENTIALS TEMPLATE

I have created a great little FREE Brand Essentials template which further explains how these components work together to connect with your audience. You can download for FREE here.