“A logo is a key part of your branding and brand identity but its not your brand”
Brand vs Logo vs Brand Identity and Branding: What’s the difference?
There is a lot of confusion surrounding these terms and what they mean. They are often jumbled together as being one and the same. However, there are clear distinctions between them.
And, to develop a cohesive brand, it’s important to understand the differences and how each supports the bigger brand picture.
A logo at its most basic is simply an icon, written text, or both that tells people your brand name and what your business does.
In the grand scheme of things, a logo is important; it’s a key part of a brand’s identity, it helps build brand recognition, and it can convey elements of your brand’s personality and value.
However, a logo on its own is not your brand.
Many people use logo and brand interchangeably, but this is wrong. Your logo design is only one part of your brand identity.
“A logo is a key part of your branding and brand identity but its not your brand”
Brands are a collection of perceptions, feelings, and ideas consumers have about a specific company. Organizations and professionals work hard to present a specific image to the world both directly and indirectly. Your brand is a function of your branding efforts and how consumers receive these efforts.
Brands crystalize over time as their actions and practices become the norm. More evident values are easier for consumers to absorb and share with others. Nike is viewed as a high-quality, fashionable fitness brand. The company has worked hard to sell the best products they can and have positioned themselves at the forefront of several trends. As a result, Nike’s brand matches the image they work hard to convey.
It’s important to remember that brands aren’t instantaneous and can’t be forced. Companies must earn their reputations by being consistent, always projecting the same appearance to the world, and most importantly, maintaining their audiences’ trust.
While brands are formed over time by consumers’ perceptions, companies can help this process along. Branding refers to all the actions organizations take to build the image they want consumers to notice. Unlike a brand, branding is an active process and encompasses both activities and decisions that affect how a company’s identity develops.
Branding covers the most basic elements of a company’s identity, starting with the values an organization stands for. The process includes logo design, color palettes chosen, and the way this brand mark is deployed. Additionally, it covers a company’s voice—how it communicates with consumers, the words they use, and the tone they take when ‘speaking’.
On a larger scale, branding also includes the way advertising and marketing materials are designed, how they’re deployed, and where they’re presented. Essentially, branding is an umbrella concept that covers how you build a brand. It includes all the touch points you create to build an identity that is both memorable and cohesive.
When you begin the branding process, what you’re attempting to create is an identity. This is the way you want the world to see you, and includes all the concepts we’ve covered before, from logos to branding. A brand identity is the result of a consistent branding strategy and includes all the touch points your company uses to express your company values and image.
Brand identities encompass a variety of items that serve a unique purpose. These are some of the most important aspects of your brand identity:
As you can see, logos, brands, branding, and your brand identity are all unique aspects of a bigger picture.
Your brand identity and how it’s perceived by others is the culmination of all the things you do as a company and business.
While your brand is the result of arduous work and your consumers’ perceptions, knowing how to use the different branding tools available to you will help you create a company image that will help your business and resonate with audiences.
The information provided on this page is for information, educational, and/or editorial purposes only. It is not intended to indicate any affiliation between Tailor Brands and any other brand or logo identified on this page.
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