{"id":1158,"date":"2021-09-03T15:40:00","date_gmt":"2021-09-03T14:40:00","guid":{"rendered":"https:\/\/www.imageconcepts.co.uk\/?p=1158"},"modified":"2021-08-27T15:40:31","modified_gmt":"2021-08-27T14:40:31","slug":"differentiating-brand-brand-identity-and-logo","status":"publish","type":"post","link":"https:\/\/www.imageconcepts.co.uk\/differentiating-brand-brand-identity-and-logo\/","title":{"rendered":"Differentiating brand, brand identity and logo"},"content":{"rendered":"
It’s common for these things to be viewed as interchangeable. You will hear people referring to a graphic emblem as the company\u2019s brand, or organisations commissioning a low cost logo because it looks great, with no thought whatsoever to the branding process that needs to underpin the design.<\/p>\n
This is not something easily summed up \u2013 as it’s the essence of your organisation, and that can clearly differ enormously from one business to the next. It can even change over time as you diversify and expand as a company.<\/p>\n
However, any organisation \u2013 large or small – needs to work out what it stands for and where it sits in its chosen market. Where are you now, and where do you want to be? How do your products or services sit within the customer journey? Who exactly are your customers and what questions do they need answers to? What promises can you make them?<\/p>\n
Armed with answers to these questions, you have a clearer idea of your brand \u2013 you know who you are. You then formulate a brand identity. How can your company promote the benefits of what you offer, in a clear and concise way? What words and phrases will customers best respond to? How you want to be discussed and remembered? What imagery – and colours – best encapsulate your company or product?<\/p>\n
Next, comes a logo. This is not simply a clever graphic device. It should be a reflection of your brand identity. Your logo needs to sum up, instantly, the reputation you want to sustain as a business. Logos \u2013 and, in fact, whole websites \u2013 developed without proper understanding of your brand are merely a facade. And ever-more savvy consumers and business contacts can quickly spot empty imagery and edifice.<\/p>\n
Now, take a minute to audit your own company reputation and image. Can people looking at your logo \u2013 and website design \u2013 see instantly what your product or service stands for, and why is should matter to them?<\/p>\n