“A logo is not a brand unless it’s on a cow.”
Many people think a logo checks the branding box but there is SO MUCH MORE to a brand than a mark. Yes, it includes the logo because it includes the entire visual identity of a brand—the logo, submarks, icons, fonts, color palette, taglines, jingles, mascots, tone of voice, etc. It also encompasses the mission, vision, values of an organization and how those elements play out to create an experience for the customer.
Branding a business takes careful thought and research that ultimately drives a strategy to leave a lasting impression on their target audience. And it should take a lot of work because studies have shown that brands are considered to be one of the most important and valuable assets a company can have. If used correctly, of course, A bad brand is just as powerful, so make sure you are using your branding power to create a positive force for your business. Your brand may be just the thing that compels a customer to choose you over a competitor…or vice versa.
Having a strong brand results in something called brand equity. People learn to trust in a specific brand and continue to be loyal to that brand for specific products or services. Think of Coca Cola and Apple, two companies with life long fans who would never think of picking up a Pespi or buying a PC. Even if a competitor came out with a version that tasted exactly like Coke, you’d have a core group of people who would never stray from the classic white and red can. And if Coca Cola debuts a new product, you have a built in audience keen to try it simply because it’s from a brand they know and love.
And branding has evolved so much in recent years that it’s no longer just for companies and corporate commodities. Today, thanks in large part to the prevalence of social media, individuals are creating personal brands more and more. Think of celebrities and influencers like the Kardashians and how they’ve created collaborations and connections based on their identities. Branding is that powerful!
Still think it’s just a logo? If you’re ready to start branding your business, we can help!