Logo Vs Brand - What's the difference?
Sophie Stardust
?? Helping authors & entrepreneurs grow their business, get organised & make time for what matters | 22 years experience in graphic design, print & marketing | Strategy, Support & Implementation from ￡500
Logo = mark / emotional anchor
Brand = everything else, including:
- Your 'voice' (what you say and how you say it)
- Your written word
- Customer service
- Products & Services
- Ethos
- Experience (how people feel when they encounter your shop, office, video etc)
- Community/Tribe
Your logo acts as a consistent image that ties all your activities to your overall brand.
Every time someone interacts with you and sees your logo they attach whatever they're thinking and feeling at the time to your logo.
Over time, these feelings layer up to create a much bigger sense of identity for your business from just seeing the logo.
Hence why your logo becomes a trigger for an emotional response in your clients.
This is why, when you first start your business, your logo is important but it's not the be all and end all of your offering. Very often a business owner will ask "can you make the logo BIGGER" or move it to front and centre of the advert... failing to realise that until the audience has experiences to create the above feelings about the brand, the logo means nothing. Far better to have an attention grabbing headline or image to attract people in and then have a little nod to the logo on the side > thus creating one more emotional anchor point for the reader.
Once you've done the leg work, then the logo can work on it's own. Case in point, if you ask someone what they think/feel when you show them an image and you flash say the Nike tick, Apple logo or McDonalds logo, you'll get an instant response. It could be neutral, negative or positive, but it'll be a response none-the-less. This is because we have all been exposed to the wider branding of these companies over many, many years, and so have formed clear opinions about them. All we need is a logo to trigger an instant response.
Are you falling for the 'make the logo the focus' or are you doing the work to build a strong brand for your business?
- Is your logo creating the emotional response that you want?
- If not, what could you do to change that?
- If it is, well done! How can you ensure you continue to nurture that response?
As always, I'd love your thoughts on this :)
If you want any help with your logo or branding by all means get in touch and I'd love to help xx