Branding, identity, and logo design all drive the success of your business. While these three elements work together to convey the image of your company to your target audience, they all have different roles in creating your business’s image.
What Is A Brand?
Your brand is the image that your company or organization conveys to the public. The goal is to connect with your target audience by presenting your product or service so it relates to them.
If your business were a person, then the brand would be its personality. The development of that personality comes from consumer perceptions. A company can pour millions of dollars into a campaign, but if it doesn’t resonate with the intended audience, the brand suffers.
A brand should represent some of the key personality traits of your business.
Corporate culture, values, and ethics. These all make up the “why” behind your business. It’s the very purpose for which your company exists.
A commitment to customer service. No matter what product or service you offer, customers want to feel valued and appreciated at every point of interaction with your brand.
A track record of innovation or leadership in the industry or niche. Potential customers want to know that they can rely on your product or service to help them in ways that other products and services cannot. Existing customers who already trust your brand will be excited to see improvements to existing offerings that make them want to stay with your company.
A brand strategy that connects with your audience needs to evoke a positive emotional response to your brand. To do this, your brand must convey a consistent message to customers at all times. Otherwise, your company risks losing the loyal customers you worked so hard to win over in the first place.
What Is An Identity?
Identity is the visual part of a brand. Usually you design your company’s brand identity with a core group of visual elements that include a logo, typeface, and color palette.
The logo, however, is just the start of a brand’s identity. Many other design elements work together to increase a company’s visibility to its customers. These include stationery and business cards, marketing materials, signage, and packaging.
Employee uniforms are also part of the company’s visual identity. After all, if you have a brick-and-mortar establishment, customers should be able to recognize staff members who can help them. For example, Target’s employees wear red shirts that make them easy to spot out on the floor.
To maintain consistency a company will create a brand guide so that staff, including marketing and design professionals, can all be on the same page. The brand guide shows everyone how text, colors, fonta, and graphics should be used to promote the brand’s desired image.
The branding guidelines include how and when the visual elements are supposed to look on a variety of different platforms. The guidelines should include logo specifications like color palettes, font choices (like size and style), layouts, and more.
It’s important to be consistent with the visual aspect of branding. It makes the company recognizable in a variety of different formats, from posts on social media to marketing collateral. You want people to know your brand, no matter where they are.
What Is A Logo?
Your company’s logo is one of the most visual components of your brand. Many people confuse the image of a logo with the brand of a company.
The reason companies put so much emphasis on a brand’s logo is that the image is meant to embody their goals and values into a simple and recognizable visual. A logo can be a quick and easy way to communicate who you are or what you are about. However, the logo is only part of the brand, not the entire thing. No matter how impeccably a logo is designed, it only builds the foundation of the brand.
A well established logo is the identifying mark of a business. It’s not the logo’s job to explain what the company does. Instead, it is a symbol of what the company represents. It’s less about a logo’s appearance and more about its meaning.
This concept is why the logos of corporate titans like Nike and Apple resonate so well in the marketplace. Customers who buy products with these logos feel like they’re part of something bigger than themselves. This unification is what marketing experts refer to as a tribe—a group of individuals with a strong connection to a brand who feel that their relationship to the brand brings them closer to other people.
That’s why creating a great logo is more complicated than it seems, even if the image is simple. Finding that perfect image, mark, typeface, or color palette to represent the mission and values of your company can make a big impact to a potential customer. Still, the logo is just one part of the whole brand strategy that drives your bottom line.
Although branding, identity, and logo design overlap as part of a company’s overall growth strategy, each component plays a unique role in connecting companies with customers.