Many people think that the terms of logo and brand are basically interchangeable. These people are mistaken. A logo is a symbol for a brand, just like a coat of arms is symbol for family, there is no doubt that a great logo is an incredibly important part of a brand. Often, this is the first impression, and it provides a shortcut to the emotive factors that connect people to the business. But a logo is not the current brand, just like a coat of arms is not the novadays family. A great brand deserves a great logo and great graphic and visual design. It can make the difference when the customer is choosing between two great brands. But these alone cannot make your brand great. A logo is not a strategy, but rather a company’s “avatar” in a way. Logos should be memorable, simple and timeless, leaving room for what the logo represents today. On the other hand, brand is the emotion behind what someone feels, sees and tastes when they interact with your company on any level. At the core, branding is an emotional experience.
A brand is also much more than a logo. And branding goes far deeper than just creating a nice set of marketing materials and images. Brands are built on emotions, personalities, and archetypes. At the core of successful brands are relatable, human values that provide pathways to connection. The brand is the critical element of any business.There is no question that we form emotional attachments to our favorite products. Our use of our favorite brands says something to the world about our identity. We choose these products because we intuitively see our personal values reflected through the branding.
A brand is “what people say about your business behind your back”, while also being clearly defined by the staff who represent your business. Customer service, phone manner, and social media communication style are your brand. Your product, identity look and feel are your brand. Even the smell of your office is your brand. Your brand is the sum of all things that say something to the world about the way you do business.
In conclusion, a brand is more than a logo. It’s more than just visual identification. A brand is the emotion behind what someone feels, sees and tastes when they interact with your company on any level. Your brand is the image behind what your business believes and strives to accomplish. As a result, your brand becomes your personality and along with that personality comes numerous associations. Therefore a brand bears much more responsibility than a logo.