A lot of people get confused when it comes to branding and logos. Why do I need both? Surely a great logo is all I need? When I think of Apple or Nike all I see is the icon image of a half eaten apple and tick!
Hopefully this blog will shed a little light and give you a better understanding.
LOGO = IDENTIFICATION
A logo is extremely important. As my imaginary business owners questions above suggest, a great logo is something that can identify your business in its most simple form. An icon or a mark. It is crucial that your business has a unique, engaging and relevant logo. This is often the first thing that people see when they interact and engage with your business. It needs to positively impact and create a lasting impression on the viewer. The logo should instantly make your business recognisable if and when they see it again.
Your logo does not however include all of your visual output as a business. This is where branding comes in.
Imagine this if you will. You have a beautiful logo that has been designed by a very talented designer. You are really happy with it and you start putting it on everything you do as a business. Website, business cards, packaging etc. If you’re business branding and identity is not in place you could end up with different fonts, colour schemes and slogans across your visual output which will dilute the brand and confuse customers.
BRANDING = EMOTIONAL CORPORATE IMAGE AS A WHOLE
In real terms branding is complex. It can be defined as ‘The perceived emotional corporate image as a whole.’
The premise is that your branding which can also be known as a corporate image is everything that your company does, owns and produces and should reflect the core principles and values of the company. It brings consistency across your business activities, what it stands for and why it exists. In simple terms, your branding dictates how your business appears to your customers.
To do this a business identity has to be created. It is this identity design that states the type face, colour scheme, slogan and logo appearance within your visual output.]
IDENTITY = SUPPORTING THE BRAND
A business identity is designed to incorporate all that was mentioned in the branding section to make sure that the values and principles are portrayed in the way that your company needs them to be. The identity would normally provide guidelines for lots of the visual elements of the company which may include some of the following:
- Logo (The symbol or icon of the entire identity & brand)
- Stationery (Letterhead, business cards, envelopes, etc.)
- Marketing material (Flyers, brochures, books, websites, etc.)
- Products & Packaging (Products sold and the packaging in which they come in)
- Apparel Design (Tangible clothing items that are worn by employees)
- Signage (Interior & exterior design)
- Messages & Actions (Messages conveyed via indirect or direct modes of communication)
- Other Communication (Audio, smell, touch, etc.)
- Anything visual that represents the business.
How do you feel your brand is being portrayed to customers or future customers? Have you any thoughts on the logo, identity and branding subject? Leave us a comment.