Understanding the Important Relation Between Your Logo and BrandMay 7, 2018
What is a brand? And how is it exactly different from a logo? If these are the questions in your mind, there is no need to be ashamed of. They are not stupid questions at all. Even the industry’s leading designers and agencies are still confused about the critical distinction between the two. It is a fact, however, that some business owners refer to their brand as the logo. For starters, it is not and there is a huge difference in between.
What is a Brand Really?
If you have read Marty Neumeier’s book, “The Brand Gap,” then you will agree that he has one of the best definitions of a brand. According to him, a brand is similar to “a person’s gut feeling about a product, service, or organization.” As you can see, it is pretty simple. It only shows that the brand is more than what your logo is all about.
Think of the brand as the sum total of a customer’s impression, knowledge, and experience about your products and/or services. It is basically the perceived benefits, both functionally and emotionally. However, you should never think of the brand as the actual attribute or benefit of your products and/or services.
Most companies think that they still have to cultivate their brand even if they are already in business. This is not exactly true. Once you are in a business and you already have a customer, you already have a brand. You just do not know exactly yet what it is about or what it stands for. This is why you need to reshape and mold it in the eyes of your customers. Remember: Your brand is – and will always be – the basis of your position on the market and thus gives you a competitive advantage.
What is a Logo?
A logo can be deemed as a mark, brand mark, wordmark, brand icon, or symbol, to name a few. But, at the end of the day, it is simply a graphic element that identifies your entire company or organization. Although it stands as a single element, it is important enough to give identity to your brand. Think of a logo as a tangible way for you to express, in some ways, the perfect characteristics and essence of your brand. However, your logo can never represent everything about what your brand is.
To help you better understand the importance of a logo in your business, below are 5 reasons.
- It Makes a Great Impression – By now you should have known that your logo is the very first introduction to consumers. Although it is not the only thing that they consider when buying, a logo must be appealing enough to invite them to learn more. A more striking logo is effective in intriguing customers than one that is made with a simple design.
- Becomes Memorable and Iconic – The most popular companies in the world share the same thing: They all have an instantly recognizable logo. From Nike’s unmistakable swoop to Apple’s iconic fruit, logos are so powerful they can become very synonymous with the brand they try to represent.
- A Basis for Powerful Branding Efforts – While it is true that your logo is just part of the overall branding, it can be the very foundation of a long-term campaign. This is where a logo, which is excellently designed, can help in becoming a basis for a very powerful branding effort.
- It Communicates Your Business’ Value – Believe it or not, there is a psychology behind your company’s logo and it turns out to be deep. A logo that is perfectly crafted can effectively communicate everything from your business’ background all the way to your mission.
- Defines the Brand Image of Your Business – At the end of the day, your logo is there to give customers a first impression of your business. So, if you ignore the design aspect of it and resort to cheap designing efforts, expect expensive consequences in the long run. A memorable logo, on the other hand, can serve as a catalyst for a brand new marketing strategy. Above all, it can redefine your company’s overall image to old and new customers out there.
So, Which is More Important?
Actually, both are important. You need a compelling logo and a strong brand in order to position your company for growth. But a general rule of thumb here is to always use the logo as an outcome for a better branding strategy, one that beautifully explores your company’s mission, vision, value proposition, and customer perceptions and experiences. So, instead of the casual brand vs. logo, settle for a brand and logo idea. If you want a good analogy, think of your logo as the tip of the iceberg, where the latter stands as your brand. Based on it, it is your logo that is visible above the water line, but what it really represents is much, much bigger.