Whether your business has been around for a while, or you're in the beginning stages of launching a new company, the branding terms can get a bit confusing. But it's important to understand what your logo design is, and what your company brand is. Understanding how to create a brand is the only way you will be able to effectively influence people's perceptions about your business.
After more than a decade in marketing, sales and business development, I have a pretty good grasp on what branding really is. So, here I am sharing our insights on how to distinguish what your company's brand is and how your logo design plays a role.
THE 411 ON LOGOS
I don't need to mince words here. Yes, your logo is your brand mark. A logo is a symbol of your brand, but it does not represent all of your brand in its entirety - a brand is a lot bigger but more on that later.
Your company logo is a visual identity piece for your brand that should be a professional and polished representation of your business to clients and potential customers.
This little mark can be made up of a variety of elements including a logo icon, a logo color palette, and a set of logo fonts. If designed by a top-notch logo design firm, your logo should be a versatile, simplistic mark to represent your company. You see, your logo acts as a platform for telling your story. It opens the door for you to talk about your business with customers, clients - both existing and potential, as well as your employees and the general public.
Once you have a powerful brand element, it's time to tackle the behemoth that is "branding".
THE 411 ON BRANDING
Now. We all agree that your logo design is an integral part of your brand. But, here I am stating that the logo is NOT your brand. So, what is branding really? That is a question I have tackled time and time again.
As the branding process takes place, a company such as Thrive Creative Consulting can also help in taking your company through a journey to define who your company is, both visually and through messaging.
When working with customer's I am helping with branding, I prefer to start branding projects with foundational branding so we can uncover how your brand should be built from the ground up. Here, together we discover who your company truly is, how it should be positioned in the market, what attributes it possesses, and how the position and attributes should be conveyed via visual direction.
Once the foundation is firmed up, it's time to start solidifying the brand support through the strategy and design of each and every customer touchpoint. It's this brand support, that tells your story. I call it brand support because there is no piece of collateral, no matter how foundational, that can be identified as your brand. You're the company!
So, how does the logo come into play. Surely, it's an important piece of the pie. Yes, the logo is a primary brand element. But, so is everything from the text on your website to a poster to your business card - and everything in between. These items work hand-in-hand to ensure your brand has the potential to exist.
Start with your foundation. Then, build a logo that provides a platform for sharing that foundation. Then, weave the visuals and verbiage through each and every single thing that someone may encounter related to your company.
You have the power to build a brand that influences a customer based on external encounters and internal beliefs. That puts a lot of responsibility on you as the business leader to ensure that consumers are viewing your company the way that you want them to.
Branding can impact not only your business' reputation, but it can also yield significant financial benefits and can shift consumer focus to your brand story - the heart behind who you are and what your business does.
Now that you can pinpoint the difference between branding and a logo, it's time to get the ball rolling. We can develop extra nice brand support for your company that has true meaning and gives people the right idea about who you are. Sound good? Let's get going. Connect with us today.