In order to engage customers and attract new business, companies need a strong brand that stands alongside their logo. Wait, “brand” doesn’t mean the same thing as “logo”? No, it doesn’t, and we’re going to explain what’s the difference between your logo and your brand.
What is a logo?
A logo is a clearly recognisable graphical element that represents your brand. The face of your company if you will. It includes your brand’s name, typography and or a symbol. It has distinguished colours and shapes and is used as a representative of your company. A logo is how customers know that a product, website, or services is associated with your company. Logo is an incredibly important element that represents your brand, but the word “brand” means a whole different thing.
What makes a good logo?
The most important characteristics of a logo is its recognisability and clear messaging. It should be visibly relatable to your brand’s attributes and evoke positive emotions as people interact with your product/service. As people view you advertisements, videos, website, etc. it’s important that they see your logo as a stamp of authority and a mark of trust.
What is a brand?
Your brand is what your customer thinks and feels when they come in contact with your products or services. There is a common saying within the branding industry ‘your brand is not what you say it is, it’s what they say it is’. Wherever your brand comes into contact with the world is called a touchpoint. This includes the likes of packaging, emails, social media, website, signage, business card and phone calls for example. Creating a clear and consistent design and message across all these touchpoints is a major part of the branding process and where good branding agencies come into their own.
A strong brand helps to communicate your values and expertise to your customers. Which makes them trust you and engage with your company and its products/services. It helps you to position yourself in the world of so many competitors and make yourself heard by the right customers.
The difference between your logo and brand is that your logo is a symbol that represents your brand, but the brand itself is something much larger, comprising complex marketing tactics that lead to strong customer relationships.
Should you change your logo or brand?
Usually, only changing the logo is not going to help to transform your company’s positioning and reputation. You also need to think about other important elements of your brand such as the customer service, package design, etc.