What is the first thing that you think about when a Brand comes to mind? When you think of Starbucks, Amazon, or Delta Airlines, does their logo come to mind? Most Brands develop distinct logos that are representative of their company. Although logos may be the face of a Brand, they do not include all of the identifiable aspects of the business. After a logo comes to mind, you begin to think of your consumer experiences, interactions, and other marketing pieces that are associated with the company. Branding is the composition of all of the tangible and intangible components of a company.
At RocketDog, we see the value of having a fantastic logo that can be integrated into the overall Branding. According to Forbes, consumers are willing to spend roughly 17% more with companies that have a well-developed Brand. In this article, we will discuss how branding and logos are different. In addition, we will discuss the crucial role that they both play in the overall strategy of a company.
So, What is the Difference Between a Logo and a Brand?
By definition, a logo is a graphic element that represents a company. It is designed for easy recognition. In contrast, a Brand is the personality of a company. A logo is part of the overall Brand. For companies, it is important that consumers have accurate and positive associations with your products and services. Although logos are important, they do not depict the overall personality of a company.
Are Logos an Important Part of Branding?
Although logos are not all that matters in terms of Branding, they are still a crucial part of the overall identity of a business. Logos are important for companies because they make it possible to establish brand recognition. They are a foundational part of the overall marketing strategy. Logos are typically the first thing that consumers think about when a Brand is brought to mind. When developing a logo, there are a few important factors to consider, including:
- Uniqueness - When creating a logo for your company, it is important to craft a logo that is unique to your Brand. It should stand out in the marketplace. Logos are the single icon that customers associate with your Brand.
- Versatility - If a logo is effective, the company will continue to use it for an extended period of time. Iconic logos can shift to work for a variety of different events and campaigns. Does your logo look good on promotional products? Does it look professional when displayed in black and white? Although you may have one primary logo, you can edit it slightly so that it can be used for various campaigns and events. At RocketDog, we help Brands design logos that work for various occasions while still maintaining a common color scheme and theme.
- Simplistic - You want users to be able to describe and understand your logo design. Simplistic logos have crisp lines, legible fonts, and common colors. The colors and fonts used should accurately depict the industry that a company represents. In addition, it should be professional.
- Accurate - Is your logo a true depiction of your Brand, or is it a graphic that just looks cool? Your logo should accurately depict the spirit, services, and professionalism of your company.
Your logo should be the standard of excellence for all other marketing pieces.
What Makes a Brand?
The Branding of a company is the composition of tangible and intangible components that make up that business. It is the guarantee that a company will work diligently to provide excellent products or services. As mentioned earlier, a Brand is the personality of a company. The tangible components of a Brand are the things that you can see with your own eyes, including:
- The Logo: Graphic representation of a company
- Graphic Elements: Secondary logos, slogans, images used on pieces
- Brand Message: The distinctive voice of a company
- Digital and Print Marketing: Print, email, mobile and online content
- Website Design: Look, structure, and navigation of a Website
- Preferred Colors: Commonly used color scheme of a Brand
- Jingles: Songs or tunes associated with advertising campaigns
These are just a few of the tangible ways that companies express their personality. There are a variety of intangible components that contribute to the overall Brand identity, including:
- Company Culture: How does this company treat employees? What do they value?
- Mission and Vision: What is the purpose and goal behind the work being done?
- Overall Consumer Experience: What is the experience like for consumers as they interact with your employees, see your advertisements, or visit your Website?
- Social Stance: What type of voice do you have in the industry? Do you take a stance on social issues?
These intangible components help enhance the consumers experience with your Brand. If consumers do not align with your social stance or do not trust your company culture, they may have negative associations of your products and services.
Typically, most Brands find success when they invest in their internal structure. As companies establish their culture, employees are likely going to have a better attitude and a harder work ethic. When customers can have a glimpse into the mission, culture, and purpose of the organization, they will likely increase their trust and loyalty to your business.
Bakery Nouveau is a West Seattle Bakery that offers delicious and creative treats to the Seattle area. This bakery offers a contemporary style and French-inspired desserts.
Challenge: Although Bakery Nouveau creates delicious products, consumers were having a hard time recognizing their wide range of offerings. In addition, consumers were not aware of the mission of the Brand.
Solution: RocketDog worked with Bakery Nouveau to create a consumer experience that was as delightful as the desserts they serve. RocketDog helped Bakery Nouveau express their creativity and expertise through a new Website, streamlined language, email campaigns, logos, and promotions.
Bakery Nouveau is a great reminder that it is beneficial to take an integrated approach to Branding. Bakery Nouveau was not enhanced by purely a logo, it was enhanced through the development of a customer experience that accurately reflected the Brand. Since they have begun engaging their customers in a new way through their Branding, Bakery Nouveau has had the ability to tell their story and expand their reach.
Although they are sometimes used interchangeably, Brands and logos are different. A logo is a graphic representation of a company, while a Brand encompasses the entire personality of a business. There are many components of a Brand, including logos. At RocketDog, we help customers understand the intangible and tangible components that make up the Brand experience. By creating a full-range of marketing materials and services, including logos, we help customers craft unique Brand experiences that are engaging to customers. Logos and Brands are different, but they are both important representations of a company.