I can’t tell you how many times I’ve talked to small business owners who have said to me, “we have a graphic designer working on our branding right now.” My response, “you mean your logo?” It is a common misconception that because a business has a logo plastered on their website or marketing materials that they are branded but, this is simply not true. A logo and the brand work together but are very different and here’s how
A brand is the experience people have when they come in contact with any aspect of your business, product, or service. These experiences can come from messaging and communication, voice and tone, visual elements (logo), and whether or not the business, product, or service delivered on its promise (attitude). Let’s use Netflix as an example – what comes to mind when you hear Netflix? For me it’s three things based on my own experiences with Netflix: convenience, affordable, and reliable. I think it’s safe to assume that many people would echo my opinion mostly because they have 57+ million customers. Overall, branding is what sticks in a person’s mind after their experience with a business, product, or service.
A logo is a recognizable symbol or icon that represents a business or product. Simply put, a logo is used for identification and does not sell or describe a business. A well designed logo should evoke familiarity.
A logo is an identifier. A brand is the perception of a business, product, or service shaped by experiences between people and the business, product, or service. Together, the logo and brand create the communicative synergy needed to attract and retain new and old customers.