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What’s the difference between a brand and a logo and why are they important?

This is one of the most common questions new clients ask me – “Are a brand and a logo not the same thing?!”. In short… no!

A logo is a very small cog in the machine that is a brand. A brand identity is the entire public representation of everything that is your business;  a logo, how you write, your reputation, your ethos and how your company “feels” to another person.

“Stay true to your values. That’s why you were a success in the first place, and that’s how you make incredible things happen.”

Rafe Offer (Keynote Speaker)

The classic example of a brand that was always used as a leading light in my design school was Apple. Their brand strategy is based on customer emotions and it results in loyal advocates of the company’s products. Their brand is an experience – it manifests itself in how it feels to use their technology, to interact with their store and staff and ultimately, how it feels to unbox their products.

A huge challenge that’s often overlooked when considering a business brand is how a customer would describe what you do.

“Your brand is what people say about you when you are not in the room”

Jeff Bezos, Founder of Amazon

That not only means using clear & concise language but it also highlights the importance of providing a positive experience for your customer, no matter what size your business is. Key examples of this include prompt replies to Facebook messages, friendly customer service at your market stall, beautiful packaging of your products and of course an aesthetic that stands out from your competitors!

We live in a society that is highly visually aware thanks largely to social media sites such as Instagram and Pinterest. Even the smallest of businesses now have to up their game in terms of branding if they want to appeal to their customers. For example, it’s no longer enough for a coffee shop to serve a good cup of coffee – they have to craft the perfect photos of their beverages, have an appealing aesthetic and most importantly, have a positive relationship with their customers. 

“It’s easier to love a brand when the brand loves you back.”

Seth Godin

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If you are keen to establish or grow your brand, I can help you along the way, or perhaps you’re struggling to keep your social media feeds up to date or looking professional. If you don’t know where to start feel free to drop me a line on email or a PM on Facebook. I’m always happy to chat and I can work within your budget!

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