Logo vs. Brand: Do you know the difference?
When you think of the word logo, what comes to mind? Nike’s swoosh? McDonald’s golden arches? Starbucks mermaid?.
But what do you think when I say. the word brand?
Do you imagine a beautiful designer bag? Or maybe the most exquisite Jimmy Choo? the truth is, branding is a more abstract concept. Branding is all about the interactions your business has with your audience and the customer experience your business generates.
A logo, or logo mark as others might refer to, is just a mark that helps clients to identify a business. The main reason of a logo is to create a recognition link between the customer and the business, or a visual representation of this last. Even if you have never been to McDonald’s, I bet you can recognize their logo everywhere.
A great logo is only one part of a brand strategy and it represents just the tip of the branding iceberg.
Following our previous McDonald’s example, every time you interact with their commercials, purchase a happy meal, walk to their restaurant, see their in-store graphics, website, etc., you are in contact with their brand.
A brand represents the experiences and emotions that fuel the way you feel about a business. These experiences create sensory and visual queues that symbolize the business advantages they offer over their competition. Branding can be explained as the sum of feelings and emotions (brand) and the recognizable visuals (logo, website, business cards, etc).
“Your brand is what other people say about you when you’re not in the room”
– Jeff Bezos CEO/Founder of Amazon.
Ultimately, a brand is the foundation of a company and the logo is the business identifier of that brand. A strong logo and an effective brand strategy are both important when developing a marketing strategy and promoting a consistent message. A good brand has the power to speak for itself. The power of brands can be seen often through social media; boycotts for a political stance, negative brand image, and poor reputation are some of the consequences of branding experiences and are largely caused by the public opinion on those businesses.
Customers don’t experience your company from a logo, they experience your business through your customer service, website usability and design, your commercials, and the overall contact with your company. It is important to understand that the strength of a logo identity comes from the clear-sighted articulation of the brand voice.
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