It’s a common misconception that a logo and brand are the same thing. I’ve often heard people say things like ‘I thought your logo was your brand’ or ‘I didn’t know there was a difference’. However, there is definitely a difference between the two. Your brand should be a lot more than just a logo. In today’s post we are going to cover why this is so important and how you can achieve a good brand image.
What is a logo?
A logo is a small design that represents your business in it’s simplest form. It should be easily recognisable and serves the purpose of reminding people of your products or services. It’s often used in advertising materials for the business, such as banners, websites, social media profiles, business cards, flyers, email signatures, letterheads, product packaging etc.
The oxford dictionary defines a logo as: A symbol or other small design adopted by an organisation to identify its products, uniform, vehicles, etc.
Example: Apple's Logo.
As you can see from the photo, the apple logo is clean, simple and easily recognisable. Their logo acts as a simplified version of the the company's identity.
What is a brand?
A brand is a summary of every aspect of a business's identity. It’s often influenced by the target market, audience and personality of a business. A brand is usually a complete package of a business's visual appearance, including a logo, business card, email signature, website, advertisements, package design, etc. It sums up the whole presence of a business and sets it apart from others in it’s industry.
Example: Apple's brand.
Apple is a very well known brand and they do a fantastic job at associating their company with a particular image. The photos above are of Apple’s branding. This includes everything you hear about the company, visiting the website, walking into a store, purchasing a product, opening a product and using the product. This is all part of the ‘apple experience’. Apple’s overall brand is very powerful and gives the impression of simplicity and quality.
Limitations of just having a logo
The problem with only having a logo, is it doesn’t tell your audience about your business or what you represent. This means customers don’t form a connection with your business and are less likely to purchase from you. For customers to be interested in purchasing your products or services, they must have a positive reaction from your business. It’s much harder to do this with just a logo because it isn’t very visual and doesn’t paint a picture of the brand as a whole.
Why you should focus on creating a brand
You should focus on creating a brand because it represents your company as a whole. Your audience can instantly get a feel for your business ‘vibe’ and can connect with that better. It helps spark a better emotional response and creates more of a desire for your products or services.
Consistent branding is a lot more memorable than just a logo. Your business also appears more professional and your audience will trust you more. This all leads to more sales and a more profitable business.
Examples of good branding
Nike is a great example of a strong brand. Someone just has to mention Nike and you immediately think of the famous ‘tick’ logo followed by the slogan ‘just do it’.
The reason Nike’s branding is so successful is because it’s memorable and inspirational. Their adverts connect the idea of being fit to the Nike products which makes them more desirable.
Coca-Cola is another very famous brand. Their adverts instantly get you excited, make you thirsty and crave a bottle of Coke. They do this by linking the idea of happiness and having a good time to drinking a bottle of Coke. Again, this makes you desire the product more.
McDonald's is classic example of good branding. Their advertisements remind people that they offer quick, easy food with a friendly atmosphere. They even have a 'Ronald McDonald' clown, which appeals to children. As a lot of McDonalds’ are drive-through’s, they have a lot of success with adverts on the side of the road. This appeals to customers and creates desire when they want it most.
How to create your own brand
There are many things to consider when it comes to creating an effective brand for your business. I would suggest starting with an inspiration board to help determine the overall mood of your brand.
Next you want to think about your niche. Who is your target audience? Who are you helping? What problems are you solving? I talk about this more in my free email course.
The other main elements of a strong brand are, logos, fonts, images, colour scheme, a website and social media presence. I cover all of this in more detail in my free branding kit. Enter your email below to download it for FREE!