Branding - What’s the difference between a brand and a logo?
What exactly is a brand? First, let’s clear up what a brand is not. It’s not your logo or your packaging, they are symbols that represent your business. Neither is it your product or service, that’s your physical offering.
A brand is what differentiates your business from your competitors – and is arguably your single most valuable asset. A brand is your reputation, it’s how customers ‘feel’ about you, the emotional relationship or connection they have with your product and/or service. A brand is a promise of the value customers will receive.
For us the difference in process, and yes in cost, is that it’s relatively easy to design a logo, it’s not so easy to create a strong brand. A brand that truly reflects the organisation and what it does.
A brand has an essence, a feeling, a personality. How does the brand make you feel and what does the brand stand for? It’s what makes you buy from certain brands and not others. Think about how the brands you like differ from those you don’t like.
It often comes down to things like how they treat customers, do they make things easy for you, what’s their service like, is it a quality product, does it offer value for money, is the experience with them consistent?
We respond more positively to some brands than others. Why is that? It’s because of how we experience the business, service or product.
Understanding the difference between what a logo looks like and what it truly represents for a business, is the brand.
How you use your brand is up to you and the experience your customers have with your brand is up to you.
Want us to give you a hand? Get in touch
Communications Brief - Awesome brands start with an awesome brief!
The first step in our brand process is to work with you to complete a Communications Brief.
It sets us up, by giving us the essential information we need to understand your business and the landscape you work in.
The Comms Brief sets out:
- Your objectives
- Your core target market(s)
- How you’d like your target market to identify with the brand
- A single minded proposition – one key thing that sums up your brand
- Your brand personality – if it were a person what would they be like?
These steps ensure that once the Communications Brief is signed off, we know exactly what we want to say and to whom we want to say it.
It allows us to create an ownable, unique name and brand property that delivers a distinctive ‘look and feel’ for your business, ensuring that it looks and acts distinctly different to all of your competitors.
Then the design team works their magic developing a concept for your brand, creating, planning and delivering the brand vision to meet your strategic objectives.
Want to know more? Get in touch