YOUR BRAND IS MORE THAN A LOGO
Most people think that a brand is the look and feel of a logo, but it’s much more than that. A brand is a reputation and how a company emotionally connects with customers. The perception of a brand effects the success of a company. If your company has a nice logo, but the quality of products and services is lacking, then so is your brand identity.
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The brand identity is how customers recognize your brand compared to competitors, and helps to give reassurance that they have made the right choice. The distinctive imagery, language, and messages associated with the company are the identity used to help guide the customers with recognition. A brand differentiates your company from the competition through emotion, context, and essence which matters the most to your customers.
Your brand is your customer service, whether you have a nice logo or fancy name. How many times have you been disappointed in a product or service? That negative experience gave you a bad impression on the company and probably made you more apprehensive in using them again. A brand is the way you speak and the quality of products or services you provide to your customers.
The message your company portrays to customers and investors is the central part of a brand, so what do you want it to say?
Your logo is also included in your brand, but it’s not the whole brand. The logo is the face of the company but not the heart of it. Having a sloppy logo gives the message that your brand is sloppy too.
The brand is about caring not just about the bottom line, but every little detail about your company from the mission and vision, to employees, customers, investors, and the experiences they have with your company.