Logo vs. Branding: Do you know the difference?
The brand is the foundation of a company and the logo is the visual shortcut to the trademark of the brand. A logo identity system and a strong branding system are both crucial when marketing and promoting a consistent image and voice, but a brand speaks for itself. The opinions people have about a business and its product largely affects the business’ success at the end of the day. We’ve seen evidence of this throughout social media. Brands are often boycotted for their political stance, brand image, and reputation.
“Your brand is what other people say about you when you’re not in the room.”
- Jeff Bezos CEO/Founder Amazon
Let’s make use of cake as an example.
Cake consist of different ingredients brought together in baking the cake like the sugar, flour, eggs, baking powder, margarine and other ingredients which after combining and mixing all these together gives us the “naked cake”. Then we also have the icing that covers the “naked cake”. You can agree with me that one will be attracted to a cake because of how well the baker dresses the cake with icing (either butter icing or fondant) even without tasting the cake yet, you are already in love with what you see.
Now let let me break it down.
Consider the “icing” as the brand’s logo, typography, color palette and others; these are visible aspect of your branding and it will get potential customers attracted to your brand, these will convince them about your brand. These always register an impression in the subconscious of your audience. Now the “Icing on the cake” represents the signage, brand tone, color strategy, your slogan, how good your packaging is… These will bring a total satisfaction to your audience/customer/client. The image below shows a graphical representation;
Branding goes beyond a designer just providing you with logo, it involves the logo presentation and usage, the brand guide, logo placement, typography and also an active marketing team that coneys the brand voice and strategy out there.
So when you get together with your marketing team to brainstorm an ad campaign, that’s branding, any action taken to shape your brand is branding.
Branding is what you need to stand out and take your business to the next level. Branding is not a logo
Logo is an element of branding that you will need to create in order to cultivate how your business is perceived by customers.
I hope this was helpful?
