Logo or Brand?
First of all, let us clarify that these things are NOT one in the same. They are very different. They do fit into each other and act as part of a bigger machine, but you cannot take one over the other and expect to have a successful business.
How about we define both:
Logo – a logo is an image created to visually represent your business. It is an ‘avatar’ that stands for what your business delivers in services, products and experience. This visual image is a trigger and when done correctly can conjure up emotions and thoughts in others by expert use of colour, imagery, and shape. This is something that is typically created by a Graphic Designer who is informed by a Marketing Consultant.
Brand – a brand is an entire entity that houses many other elements. A brand is the experience that is created when others happen across it, learn about it, and then promote it. A brand captures the personality and essence of a business and it does that by being very clear on the following aspects:
- Values – what are the values of this business? Is it socially responsible? Is it service related? If it sells products does it value the environment in it’s production? Are these values clear when you learn about this business?
- Community – does this business have a viable, active and engaged community both online and in store if it is a brick and mortar? Does it communicate and engage with its community?
- Communication – what style of communication does this business have? Is it sharp, professional and to the point? Or is it humourous, entertaining, colourful and creative? Do you feel at ease communicating with this business?
- Look – what does this business LOOK like? Is it appealing? Do the colours and graphics appeal to you? Do you feel positive when you are on their website or social channels? Are the colours and graphics consistent? ( This is the small piece logo plays in the full picture)
- Feel – what is the overall FEEL of the business? Do the values, communication, look and community around it appeal to you? Does it feel like a place you could be comfortable in?
- The Why – Is the WHY behind this business clear? Have they communicated clearly why they are in business to begin with? Is their message clear as to what motivates them? Is the ‘about section’ on the website interesting and engaging?
As you can see, a logo is just part of a bigger picture. It is a piece of the puzzle that when all fit together makes an identifiable picture. Brand is the essence and the personality of your business. Your brand informs all other levels of marketing and promotion of your business.
How do you create a brand? And how does Marketing work into all of this? We’ll talk about that next!
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Image sourced: marketista.ir
Leading a highly skilled Marketing and Revenue growth team, Kaare long works with some of the most powerful and innovative entrepreneurial-minded leaders, CEO's and successfully established businesses in Canada and the US. A creative, and critical thinking visionary who is led by over 20 years of experience using both intuitive leadership skills and business expertise based on extensive training and study in marketing, communications, sales, leadership, writing, public relations, relationship dynamics, human behavior, psychology, philosophy, arts and culture, and health and wellness.
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