Branding can be confusing at times, especially with the term “Branding” taking on such generic definitions lately. Many people use the term Brand to mean Logo and vice-versa. So we thought we’d help clear up the confusion just a bit and talk about what makes a logo and what makes a brand.
A Logo is NOT a Brand
First of all, let’s be clear… a logo is NOT a brand! So if that’s the case then what’s the difference you ask? Well let’s start by defining what a brand really is. Wikipedia defines a brand as the personality that identifies a product, service or company and how it relates to customers, staff, partners, and investors etc. [http://en.wikipedia.org/wiki/Brand]
What does this mean exactly? Well in it’s most simple and basic terms, a brand is a promise, it’s an experience and it’s a perception of value. It’s a collection of tools that create the personality of a company, and how that company is perceived by its target audience for the things it offers, both in absolute and relative terms. They clearly indicate who you are, what you do and how you do it better.
What are the Tools of a Brand?
A brand is the combination of several tools for the purpose of creating “brand equity” or the essence of what people would say about you when asked about your company. It can include (but not be limited to) the logo mark, the color palette, the beliefs, the mission, the product/service, the quality, the value, the positioning, the web site, the brochure, the photography, the trade show booth, the presentation materials, the copywriting, the customer service, the office décor, the employee uniforms, etc. So in essence, the brand is everything you do to tell your customer what makes you awesome. (Notice the logo is only PART of a brand in the diagram above!)
Think of Apple. Their brand is pretty easy to figure out. When you think of Apple do you just think of their logo? Of course not. You probably think of innovation, cool design, user-friendly interfaces, easy-to-use hardware and on and on. The Apple logo may pop up in your mind but it’s only a part of the much bigger puzzle that shapes the idea of who Apple is as a company, what they stand for and what experience they offer.
What about Coca-Cola? Everyone recognizes the Coca-Cola logo. And while it may just be a logo mark, it has huge brand equity that has been built up over decades. It instills a sense of nostalgia in viewers while being closely tied to all of the brand values we know and love about Coca-Cola, (i.e. Refreshing, Americana, fun, freedom, enjoyment, family, friends).
How Important is the Logo?
While the logo in and of itself does not make a brand, that doesn’t mean it’s still not a critical piece of the puzzle for shaping the opinions of prospects early on. When someone looks at your company logo, it needs to accomplish several things:
1) Provide insight as to what you do
2) Set a position (Quality vs. Value, etc.)
3) Establish credibility
4) Instill confidence
A professionally designed logo can accomplish these things and help pave the way for the brand positioning all of your other ‘branding tools’ will strive to accomplish. As we’ve said many times, your logo is your 24-hour a day, 7-day a week sales rep. If it doesn’t represent all that you are and all that your brand strives to be, then it needs to be reviewed and redesigned.
What important brand vs. logo points have you come across over the years?