Identity, branding, and logo design play different roles, but together, they form the perceived image for products and/or businesses. Although there is discussion about the businesses logo not being the brand, there is not much discussion about the differences in logo, brand, and identity. Each plays an important role separately such as identification, visualization, and perceived emotional image. Used together, logo design and brand identity can benefit a business in various ways.
What are the differences between brand, identity, and logo? The brand is a corporation’s perceived emotional identity. In order for branding to be effective, everything the company owns does, or produces needs to reflect the aims and values of the business in its entirety. Branding creates awareness to consumers in not only making them easily recognize the company but understand the qualities that set one company apart from the rest. When customers are satisfied with a company and the products they offer, they spread the word to others they communicate with.
A company logo is what identifies the business by using an icon or mark. Think about the Nike “swoosh” or “check” mark. It is a simple form of identification and anytime you see that symbol, the company comes to mind. The logo identifies the company but does not necessary explain what the company is about. Nor does it describe their products. It’s the simplest form of identification. Keeping the logo unique is the key in eliminating any confusion between your company and that of your competitors.
The identity of an organization is so much more than the logo. The company name is just as important as the images used in the presentation. Identity includes other elements including music heard by consumers or the color used on letterhead or envelopes. The company’s logo is a part of a system which has been well designed. The logo and other elements combined help create a business’s identity. All of these visual aspects help to form the overall brand.
When a business has a strong logo design and brand identity, it can help in establishing integrity and create trust. When consumers trust your business practices, they will continue to do business with you. The company name may not necessarily explain the products your company provides so a strong logo and brand will help in bringing that needed awareness. It also delivers your marketing message effectively and clearly. A strong logo design and brand identity can provide motivation for buyers and an emotional attachment to consumers.
When you have created a strong brand for your company, you have created an image, awareness, and a consciousness. When taking all things into consideration and working on branding your company, there are a few things to consider. The brand needs to warrant attention consistently. You should be providing customers with something they are not getting from the competitors in your market. Once you’ve created a brand, stick with it. It may wear off on you, but at that same time, it is sinking in with consumers. It is impossible to make everyone happy. What you have to offer will not appeal to everyone so focus on the market for the product you offer. Analyze your weaknesses and strengths honestly and know yourself. Be fully committed to your branding efforts. Treat every function of your business as the essential aspects they are.
Logo design, identity, and branding are not used interchangeably. Each provide a different benefit but together they provide a perceived image of the business as a whole. Although small businesses may not think branding is important, businesses of all sizes will benefit from having a strong brand. When a business has a strong brand, it does not mean it is a large corporation. It simply means they have a presence in the market that is clearly identifiable and offers something unique to the target market. Create a strong brand and business will prosper as providing an experience in which customers cannot find elsewhere.
Whether you’re thinking of starting a business or have just started, there is still time to build a strong brand. The following links will provide more information on starting a business, advertising, marketing, branding, and logo design.