Your Logo isn’t Your Brand

Many clients come to us asking for a new brand. Whether they are a start-up or want to refresh their existing business image, they make the mistake of thinking that a logo is the same as a brand.

Your logo is different from your brand.

Read on and find out how they are different and discover how you can turn new customers into brand loyalists and advocates. Branding – not a new logo – is your winning ingredient for business success.

Size does matter (but not always)

Some clients think that if they want their brand to get noticed, they need to make their logo bigger. They aim for maximum ‘bang for their buck’. These clients want a BIG logo on their website, BIG logo on their business cards and BIG logo on their promotional material.

Yes, your logo is an element of your brand. But, your logo doesn’t makeup 100% of your brand (and bigger isn’t always better).

Like a Virgin

To explain the difference, think of Virgin.

No doubt, it’s not just their slick logo that comes to mind. The first thing you probably think of is Richard Branson’s outlandish feats. Whether it’s him dressed up as an AirAsia flight attendant (nice legs!) or his failed attempt to fly around the world in a hot air balloon, you think of the story and personality of their business.

Fun, cheeky, outrageously entrepreneurial and irreverent. This memorable company is known for more – much more – than just a logo.

Logos and Branding: Comparing Apples and Oranges

Logos are a visual representation of a business, while the brand is the ‘whole’ experience that a customer has with your business. Bronte, our Eightball Media branding expert, describes the difference like this:

A logo is an icon (consisting of type, graphics or both) that is used as an identifier for a brand. A brand includes multiple touchpoints and provides context for the logo. These touchpoints are how users experience your brand, and the logo is just one element in this experience.

The elements of a logo include colours, symbols and recognisable shapes. Whether it’s the golden arches of McDonalds or Nike’s swoosh, it’s the first visuals that the consumer will associate with your business. Your logo can be used on your website, corporate stationery, email footer and a range of different business uses.

As effective as a logo is, it doesn’t tell your customers the full story of your business. Branding is the process of associating meaning – or stirring up positive emotions and goodwill – with your business, products and services.

Branding asks questions like:

  • How would you describe your business personality: fun and funky, corporate and traditional, earthy and organic?
  • Where are you currently placed in the market, and where would you like to be?
  • Who do you want your customers to perceive you to be?
  • What differentiates you from your competitors?
  • What is your brand story?
A brand strategy includes:

  • Advertising
  • Promotional materials
  • Product packaging
  • Tone of voice in your communication
  • Slogan and tagline
  • Store layout and design
Do you remember every element of the world’s most famous logos? Even when they spend millions on marketing and advertising every year, it’s surprisingly hard to remember the elements of their logos. In fact, psychologists at the University of California found that, out of 85 students, only one person could remember every feature of the Apple logo.

More than just a pretty picture

When you hire a designer to create your logo, they should take the time to understand your business. You can expect that they will ask you questions about your business and delve deep into understanding your target audience, the point of difference, the current position in the market (and where you want to be in the future) and your competition.

The designer is trained to see your brand and business holistically. From this information, they will develop a brief and design a logo that reinforces your brand.

Tip: Run a mile from a designer that doesn’t ask these questions. A logo that is nothing more than a pretty picture isn’t just a waste of money but will cost you in the long run. If your brand and logo don’t work together, then you’ll damage the impression that your customers have of your business.

Truly, madly, deeply

Seth Godin says that instead of creating a logo, you should aim to create a “product and experience and story that people remember”.

Branding is your tool for producing deep engagement and meaningful relationships with your customers. Instead of being just another commodity – and getting stuck in the race for the bottom regarding pricing wars and fierce competition – you can use this tool to create value for your customers.

Is your current brand strategy producing the results you deserve?

Contact Eightball Media to find out how you can turn customers into loyal brand advocates. We work with some of Australia’s leading brands to create brands that are engaging, memorable and has lasting value for their customers (and their business’ bottom line).

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