What's the Difference between a Logo and a Brand? | Small Business Branding
As a business owner, you know the importance of having a strong, recognisable brand. But what exactly is a brand? And how is it different from a logo? Read on to find out.
One triggers an emotional response, and one doesn't! Your logo is actually just one aspect of your brand.
Your brand is everything about your business, from the products or services you offer to the way you answer the phone. It's the total sum of how your customers perceive your business. Your logo, on the other hand, is just one part of your brand. It's a visual symbol that represents your business, and it should be unique, memorable, and instantly recognisable.
Of course, your logo is an important part of your brand; it's often the first thing people think of when they hear your company name. But it's not the only thing that matters. Your brand is also shaped by things like your company culture, the way you communicate with customers, and even by outside factors like news stories and word-of-mouth recommendations.
A strong brand differentiates you from your competition. In a world where consumers have more choices than ever before, a differentiated brand is key to winning customers. Consider two businesses that sell similar products or services. One has a strong brand with a clear identity, while the other has a weak brand that's hard to distinguish from its competitors. Which business do you think will be more successful? The answer is obvious.
A strong brand also builds trust with consumers. When customers know what to expect from your business, they're more likely to do business with you. Consider two businesses again. One has a long-standing reputation for quality and service, while the other is a new start-up with no track record. Which business do you think customers will be more likely to trust? Again, the answer is obvious.
Finally, a strong brand creates loyalty among customers. When customers identify with your brand, they're more likely to stick with you through thick and thin. Consider two businesses one last time. One has been through good times and bad times and remained loyal to its customers throughout, while the other has abandoned its customers at every opportunity. Which business do you think customers will be more loyal to? Once again, the answer is obvious.
To form a brand that works for you and combines all your collateral, there needs to be a clear, strategic understanding of who you want your brand to attract and how you can build trust so they purchase from you.
Yes, it’s important to have a great logo, but it’s also important to understand who you are trying to attract, and the message you are trying to send.
Working directly with a designer to help figure out your brand means you can be involved with the whole process, starting with your logo design.
