Branding vs. Logo

When it comes to marketing your business, branding and logo are two of the most important elements to consider. But what is the difference between the two? And, how do you discover your brand identity? Let’s turn over a brand new leaf by defining and understanding the layers of what we recognize as a brand.

Branding

Branding is the overall image of your company that you present to the public. It’s more than just the logo; it’s the message, values, and voice that you use to communicate with your audience. It’s the feeling your customers get from interacting with your brand that will ultimately shape their opinion of your business.

Branding is the art of differentiation.

David Briers

As a brand, you’re formulating an entity that works to build a perception and establish a connection with consumers who share your ideals and want or need your product or service. Therefore, it is imperative to take the proper steps to execute effective targeting and ultimately reach your specific audience.

• Establish your buyer’s persona
• Discover your tone of voice
• Establish your brand’s values
• Be consistent

Logo

Your logo, on the other hand, is the visual representation of your brand. It’s the icon, typography, and colors that will be used to identify and distinguish your company from others. It’s the face of your company, and it’s important to get it right.

Perfection is achieved not when there is nothing more to add, but when there is nothing left to take away.

Matt Mullenweg

Logos can be simple, complex, colorful, multidimensional, a single image, or just text. There are a number of design types. It is incumbent upon you to determine the most suitable option for your brand.

Brand Identity

Brand identity encompasses the visual aspects of a brand that create a recognizable and consistent impression for consumers. This includes a brand’s logo, colors, typography, messaging, packaging, and other design elements. It is the unique identifier that helps to differentiate a company from its competitors and creates an emotional connection with customers. This is the prominent catalyst for building loyalty and trust — essentially, expanding your customer base and realm of success.

So, while branding and logo are related, they are two distinct elements of your company’s identity. Branding is the heart of your business, and your logo is the face of it. When done correctly, they should work together to create a unified and memorable brand identity.