There is more to brand than just a logo. Unfortunately though, that’s what many businesses fail to realize and feel that logo and branding are interchangeable but that is far from true! See a logo is a way for your customers to recognize, identify and differentiate you from amongst your competitors but branding is more than that. To get a better idea, we need to first understand what sets a brand apart from a logo, different elements of branding and why companies need a brand.
Simply put, a logo is just a mark or symbol that identifies a business whereas a brand is the overall experience that you provide to your customers. See, when it comes to a brand, it’s more than just a logo, it’s how a customer feels and sees when he interacts with your company making it an emotional experience.
Brands are basically the image that you create of your company and its products; it’s a promise that you make to your customers and basically allows your offerings to be differentiated from your competitors. When it comes to creating a brand, the following elements combined make up what we refer to as a “brand”.
Brand Identity – this basically means how your brand is recognized by the people, whether it’s through an image, a logo or through any other form of communication.
Brand Image – this includes the expectations and the idea of the brand that people have created in their minds from a certain brand.
Brand Personality – like the personality of a person, the brand too has certain qualities that help a person to associate with that brand.
Brand Experience – a combination of the experience that a customer goes through when interacting with your brand in any way or form, whether it’s through your website, staff behaviour, delivery process and time, quality, everything and anything.
Brand Differentiations – how your products stand out from amongst the rest of the products.
Brand Communication – the way you communicate with your audience, your message, the different mediums that you use.
Now that you have a better understanding of what actually creates a brand, it’s important to remember that a logo is just a small part of creating its identity – there is a lot more to branding than just the logo and it takes all these elements combined to really make a “brand”.