The Difference Between a Company Brand and a Logo
Making a mark on the minds of customers is extremely valuable for any business. As a business owner, perhaps the best way for you to attract customers and win their loyalty is by building a trusted and noticeable image of your company. This differentiation is absolutely essential to prevent them from moving away to your competitors. And this can be achieved by building a brand around your company.
So, what is a brand?
In simple words, a brand can be defined as the personality of your company. It basically involves everything your company stands for, including its culture, principles, and also products and/or services. Your brand is intangible and represents how your business is being perceived in the marketplace by your customers.
Your brand is what differentiates your company from your competitors and shows your customers what it is all about. Developing a brand identity that is both interesting and easily accessible to your customers will be highly beneficial for your company, and this gets strengthened with every product or service you offer.
And what is a logo?
A logo is a physical or graphic representation of your company’s brand. It can be a symbol, a word, a letter mark, an emblem, an icon, or even defined colors that is easily recognizable and represents your company alone. A logo is also an extremely vital component of your brand because it could be the first thing a customer sees pertinent to your company or brand.
You can say that your company’s logo is well-designed when you know that it evokes some memory or recognition from the viewer based on their relationship with your brand. For instance, the famous golden arches are McDonald’s logo, which is more than enough for a customer to recognize the brand.
Logo and brand always work in collaboration with each other, but the brand is what always takes the lead.
It is a fact that your brand is decided by your customers; however, as a business owner, there are certain things that you can do to help with the process. So, what branding basically is, is the actions you take as a company to create an image that you want your customers to notice and remember. In other words, these actions help shape the perceptions customers have about your company. Of course, not all your branding efforts always perfectly translate into your expectations, but making sure that they are cohesive will only increase your chance for success.
Your company’s brand identity is created with the help of the above-mentioned branding process. This is how you want your customers and others to perceive your company and is inclusive of all the concepts we have discussed so far, including logos. In addition to the logo, brand identity is also inclusive of a lot of different business components, such as marketing materials, business materials, packaging of your products, interactive communication materials like ads, messaging, and other visual aspects representing your business.
As a result, it is important for business owners to understand that a well-planned branding strategy and a well-designed logo are both imperative for the business to reach their audience effectively.