What is a logo, and what is branding?

Every business requires a logo because human beings are innately visual creatures so it is very important for us to be able to see something in order to judge it.  So before going into detail on the difference between branding and logo let’s find out what is a logo?

A logo is essentially a piece of graphic that is used as a symbol of a business. It is a component of consumption media that demonstrates the essence of your business to your target audience in a small digestible unit. But it also serves as an anchor or a marking peg; your logo will help indicate ownership, define and direct to your one or multiples locations and territories on a market that’s highly crowded, hence the term “logomark” is used. Finally, a logo is that solitary, scintillating gem that will ornate your valuable product offerings to a client, who is “King”.

When you just start out with building your business, your logo is one of the things you want to place a great amount of care and attention on. It should be broken down to the tiniest details. Because when it comes to logo, aesthetic choices can make or break it! It cannot be predicted nor fumbled with. Your logo is a statement, so its style must capture its essence and forsake what is dubious and unnecessary. A great choice of shape, line, and style will convey to your consumers not only your vision as a founder of the business but also it will become the face of your company.

Branding is a general feel and idea a customer will rely on and associate with. It will be for the relatively short period of time they will be associated with your company’s products and collaterals. It is a relationship between your customer and your business, and like any other relationship it can grow weaker or stronger So, you have to make sure you have style, character and presence – the recipe for a buoyant “identity”.

People love brands for all that it represents to them – a person that loves a brand is basically it’s walking advocate, does the word-of-mouth for it and defends it during heated exchanges, all that for free. Ever asked yourself why Tesla spends 0$ on paid marketing, but still wins on every aspect of it? Powerful branding is your answer. With brands like Apple, Tesla, and Vespa having a cult following; religious, almost. So how does that magic works, and how can you know you have the right recipe?

Branding is the combination of a few elements, that when aligned, can perform miracles in the world of your customer, it will let them praise your cause.

Brand definition : This includes your mission statement and the set of values that you claim that your business stands for. The importance of brand definition lies in the fact that people most often support those businesses whose values align with their own.

Think of any of the brands that you like, whether they’re related to clothing, electronics or home décor, you can probably identify shared values between you and the brand. Perhaps, your favourite clothing brand has a reputation for being charitable or donating unsold stock to charitable causes which appeals to you because you support philanthropy yourself.

When working on your brand definition, it’s very important to make sure that your business isn’t associated with unpopular or controversial values of perspectives. You wouldn’t want to shop at a brand that supports discrimination against people of your particular ethnic, religious or cultural makeup etc. It has been reported that customers tend to follow those brand that have more corporate social responsibility. Modern businesses can suffer million dollar losses in their sales due to discriminatory behavior – a chart of principles and conduct can come in handy.

Advertising : It is imperative that when your business communicates to people, it does so in a way that is constructive, comforting and appealing. People have to feel that your business resembles them well and respects who they are and does not want to cause conflict or communicate negative attention towards anyone.

All communications that your brand makes with the general public should be constructive and appropriate to signal that your business is a progressive entity that understands and respects the needs of consumers. Similarly, brand advertising should be appealing enough to grab attention of the potential target customers, it’s imperative to use a visual language that speaks directly to them through clear narrative, proper color choice and visual appeal – read my “Brand system” blog to learn more.

There are several brands in the world that made their presence exclusive in the market with right advertising strategy, Coca-Cola is one of the biggest examples in this regard. Buch also much inclusive companies like Adidas and Nike with their motivational advertising style, going from their slogans – respectively “Impossible is nothing” and “Just do IT!” – all the way up to their Hero’s journey styled  and color-graded commercials.

Market strategy : Does your business provide high-end luxury items or do you specialize in more budget-friendly products? This is the first question you should ask when you decide to work on your pricing strategy because no one wants to feel that they’re overpaying you for something that they could’ve gotten elsewhere more affordably.

Moreover, where are you going to place your products to be sold at? A mall? Or your own branded store? Would you have re-sellers? What do you want to make them feel walking to your product? How are you going to pack your product and hand it to them? What do you want to make them feel un-boxing your product? What is the overall experience you have to offer to them?! Think of Apple stores, Tesla’s test drives and Casper’s genius plans of delivery and market penetration strategies.

If you position yourself above the market average of your products but are unable to deliver an experience that fits your claim or a concrete justification as for why that is. People will naturally view your brand in a very negative way which will ultimately hurt your business’ performance.

While ‘Logo’ and ‘Brand’ may feel like they refer to the same thing, the former is just the outward symbol of a company while the latter represents the accumulation of its values, beliefs, mission, and place within the wider market. To maximize your business, make sure that you have the best logo and branding possible.