A logo is not your brand but it is a part of a brand identity which you can create after building a brand. Is your head spinning yet?
There has been a common misconception about branding. One may think all you need is a logo and a color palette. Most of the misinformation comes from not know what each term really means.
What is a brand? – The emotional connection to the corporate image.
What is a logo? – A simplified way to visually identify a business using a mark or icon.
What is identity? – The visual aspects that of the brand.
Let's discuss this a little more.
What is a Brand?
A brand is “a person’s gut feeling about a product, service, or company.” — Marty Neumeier
Think of the brand as the brains behind the operation. Building a brand has less to do with the visuals and more to do with thinking. Who are you? Who are your customers? How will they find out? Why will the engage?
The very important step of brand strategy is often skipped. With a proper brand in place, the other elements will form together easily. A brand can help a business stand out in a crowded marketplace regardless of company size.
Building a brand means you have a clear plan and are not making decisions based on thoughts and assumptions. Having this clarity will ensure consistency, encourages brand loyalty, and give you the control of creating your company's personality.
A few components of a brand:
- User Profiles
- Brand Voice
What is a logo?
A recognizable graphic design element, often including a name, symbol or trademark, representing an organization or product. — entrepreneur.com
A very important element of the brand identity. The logo is used to identify a company, brand, or product. This form of communication is the quickest and most simple way to identify a business.
Think of the logo as the face of your business. It is the first thing viewers see in most cases. The logo should embody the brand in every way.
Logo design tips:
- Keep it simple
- Use the appropriate typeface
- Create for the target audience
- Build a brand first
What is an Identity?
Brand identity is how a business presents itself to and wants to be perceived by its consumers. — investopedia.com
The brand identity is the tangible component of the brand. You can hold it, watch it, touch it.
Using the information collected from the brand, the identity is put together as an entire system. This system will guide your business in connecting with your desired audience on different levels and across multiple platforms.
The identity or of a company is made up of many visual elements:
- Marketing Collateral
The brand holds the company information, the logo is a mark representing the company, and the identity is the system to help promote the company. All very different jobs but they need each other to thrive.
How would you define a brand, identity and logo design?