Branding is not just a logo!
What comes to mind when you hear the word ‘Brand’? When we asked around, the most common answers were brand names and the visual image of a brand logo. When someone hears the name of a brand, the initial thing that comes to mind is the logo. And for most people, a brand is only recognized by its logo.
But as per the famous quote,
“A logo is not a brand — it’s only a symbol for a brand. A brand is much more than a logo.”
- Marty Neumeier -
Branding is more than simply a logo.
Branding is all about the strategy behind your visual identity that guarantees that you properly express who you are — the why, what, and how of your company.
Your logo is a unique mark/symbol. Yes, it should represent a brand’s fundamental characteristics, but it serves to identify rather than explain or sell. In reality, even with a mediocre logo, tremendous branding may be achieved. Of course, starting with a simple, distinctive, and timeless logo establishes a solid foundation for developing powerful branding.
Brands reinforce a sense of belonging, a reputation, a relationship, and an experience for the customers.
What is branding?
Branding is the constant, clear, and straightforward communication of your distinctive product. Branding shapes people’s perceptions of your company. With strong branding, you can be specific about your values and hence engage customers at every touch point.
Branding includes: a logo, marketing, social media campaigns, images, videos, hashtags, events, conferences, billboards, visual design, mission, tone of voice, and so on.
Many people associate branding with blatantly aggressive marketing that does not even attempt to blend in with the rest of their efforts. Branding also appears to be a highly self-centered process, and this view has resulted in many businesses putting themselves at the center of things rather than recognizing that they exist for one reason only: to serve their customers.
However, the quality of your products, customer service, and even how you price your items or services all contribute to your brand identity.
Your brand is the complete ecosystem that surrounds your company and it determines how your consumers feel and see it in their eyes and hearts.
For example, Nike has a genuine brand impact, and it stems from years of consumer interactions with their products, the company’s tone of voice, and decades of effective marketing. The company is well-known for its unwavering adherence to its mission: “to bring inspiration and innovation to every athlete* in the world.” Nike even adds an asterisk to the term “athlete” in its mission statement, saying that “*if you have a body, you are an athlete.” That is what branding is all about. A logo is unable to do that — it isn’t designed to.
Why is a logo important?
Have you ever noticed how many logos you are exposed to on a daily basis? Consider this: whether you’re looking through your Instagram feed, walking your dog, or picking up a few groceries, you’re always interacting with brands. Frequently, without even realizing it. While they may appear minor, these little yet powerful symbols are a part of our everyday lives — and an important component of your branding efforts.
When done correctly, a logo acts as the face of your company, allowing your customers to recognize who you are and what you stand for.
So, what is the significance of a logo? Because it attracts attention, creates a powerful first impression, serves as a basis of your brand identity, is memorable, distinguishes you from competitors, develops brand loyalty, and is wanted by your target audience.
Your brand is more than just your logo
A brand is not only a logo. It’s not your choice of colors, fonts, or image style. A brand is not defined by your ads, networking, or sales activities. It has nothing to do with the product or service you offer.
First and foremost, a logo is not your brand or identity.
What counts when developing a brand is what occurs in people’s thoughts and hearts when they see your product, service, or logo.
Rolex is a household name. Coca-Cola is a classic. Apple is a lifestyle technology company. Chanel represents everlasting elegance. Starbucks offers gourmet and customized beverages. What would you think of someone coming down the street with an Apple computer, wearing Chanel, and sipping a Starbucks?
Brands train brains to associate them with a feeling.
Brands do not want you to consider the product. They want you to consider all of the value and emotional fulfillment you will have from engaging with the product, which is 10 times more tempting.
Consider Coke.
Coke wants you to think about joy, relaxation, love, and friends instead of the brown carbonated sugar beverage. Instead of the goods, they’re selling an abstract emotional notion.
Other important factors
- Establish Your Target Audiences.
- Determine the most significant company goals.
- Form a persona for your brand.
- Create Key Messaging.
- Unique Value Proposition.
Your brand is a crucial asset for your company — it is priceless and serves as the foundation of your company.
Hopefully, this helps to clarify what a brand is, why it is more than simply a logo, and how establishing a thorough brand affects how people trust your company. To be successful, you must consider all aspects of a brand while beginning a company, updating one, or expanding your market share. Working on only one aspect at a time might have a detrimental influence on your customers.
Effective branding begins with a well-designed, distinctive logo. However, it is a company’s entire branding that serves to build a specific image of that company in the minds of everyone who comes into touch with the brand, not only consumers, but staff, associates, and suppliers as well.
If you believe that your company lacks the appropriate branding or that you want a brand makeover, give Smashy Design a go. We have over 10 years of branding experience and can assist you with revamping your identity to ensure that your product or service gets known and heard.
You can contact us through hello@smashydesign.com!
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