It's totally normal to jump from immediately I've started a business to I need a logo. Let's pump the breaks, though. Give us a few minutes of your time to make a case for why it's so important to think about branding as a larger and more important initiative than creating a logo mark alone. Why have a clear brand message and identity can be a monumental game-changer for the course of your business?
What is a Logo?
A logo is an easily recognizable graphic icon that identifies a company, product, or organization. A logo is generally a combination of typographies, graphics/symbols and colors. It is a graphic element that is the tip of the brand visual identity iceberg. It is a key part of a brand’s identity, it helps build brand recognition, and is one of the ways to distinguish a brand in a competitive world.
However, a logo on its own is not your brand.
A brand is a collection of perceptions, feelings, and ideas consumers have about a specific company. The combination of physical and emotional cues is triggered when exposed to all the touch points between a person and a specific brand. These can be the brand name, logo, products, visual identity, staff, office, website, or advertising – amongst others.
We can shape the story and perception of a brand. This practice is called branding. It is the act of clarifying what your brand stands for and how it will improve the audiences' lives better than the competition.
Branding is critical to a business because of the overall impact it makes on a company. Branding can change how people perceive the brand. It can drive new business and increase brand awareness.
What's the difference?
The brand is the foundation of a company, and the logo is the visual shortcut to the trademark of the brand.
Think of it this way. A logo all by itself is merely a graphic element with a name. A brand is everything — tangible and intangible — that represents a business and gives its logo meaning. When combined, a well-designed logo and brand strategy help you effectively and efficiently reach your audience, communicate your message, your value, and benefits, visually attract more attention, and create extraordinary experiences.
If you would like help building your brand strategy and visual identity, including your logo, Ellie Brands can help. We take a collaborative approach working alongside you to build a brand that you will not only be proud of but one that will most effectively resonate with your ideal audience.