Branding is a critical element of any business. You might know what branding is, and probably acknowledge the ubiquitous existence of brands in your daily life.
All too often logo design is treated as being interchangeable with branding. Although they go hand-in-hand, they are not the same. Your logo is not your brand.
Many new and old businesses overlook the potential of what a brand can accomplish and focus on the creation of a just a logo. So, what is a brand and why do you need one instead of settling for just a logo?
To be clear, let’s look at the definitions and differences between a brand and a logo.
Logo – A logo is the graphic symbol that represents a person, company or organization. See also wordmark or logotype – when only the letters of the word make up the logo.
Brand – What your prospect thinks of when he or she hears your brand name. An emotional reaction to an interaction with your company.
But, how is this emotional experience created? That’s where your Brand Identity comes in. Your company’s brand identity is the larger, distinct look and feel of your company, including, and additional to, your logo.
When a brand identity is truly successful you should be able to recognize the brand even when you don’t see the logo. Think Starbucks or Netflix.
So, how can a brand boost your business?
Branding Creates Positive Perception
Creating a brand identity means that your business can consistently communicate with your customers. When we create a brand we discover your brand values and create all imagery around these values. Clearly communicating your company’s vision and values alongside positive experience is an effective way of highlighting your name in the community your serve.
Branding Boosts Recognition
There is no question that a memorable logo improves recognition of your brand. We’ve all seen those ‘Guess the Logo’ quizzes!
But it doesn’t stop there. Your brand power lets your customers recognize your brand without ever seeing your logo. Think about last time you were grocery shopping in a hurry and were able to grab the products you need without reading the package. Or how you know the football team from just seeing the club colours. This instant familiarity, reinforced by positive experience, is the reason why the consumer picks your company over your competitors.
Branding Incites Referrals
Word of Mouth is known as the most effective form of advertising.
The best way to commence on your word of mouth push is an initial effort into your branding. A logo or identity that is easier to remember, is also more easily recalled. This recall is the first step to success, with ensuring the brand is communicated correctly and effectively after.
Branding Raises Profits
Good branding reinforces marketing activities. The value of your brand can soon become more valuable than your product. When Kraft bought Cadbury it wasn’t to own the factories or product, it was to own the recognizable, trusted, heritage brand. There’s a reason why buildings the world over bought into the Trump name, even if they may regret it now.