Whats the difference between my logo and my brand?
Why is my new logo not doing much for me?
Everyone knows what a logo is. It’s that shape companies use to represent their company; like the McDonald’s golden arches (M), the Nike tick or Coca-Cola words. But what’s branding exactly?
Branding is a more holistic perspective of how your customers experience your company. Branding helps the business create the desire to want to work with your company. While a logo is only a small simple mark, a brand includes every single touch-point your potential customers have with your company.
Let’s use Coca-Cola as an example and consider the differences between a logo and a brand.
Logo on its own.
Advert with their style in mind. As you see here and below all the content and designs are different key messages but similar in their consistency with fonts, colours and imagery.
Coca-Cola’s logo is the welded words. It’s a nice clean shape that is easy recognised. The name Coca-Cola came from one partner Frank M Robinson, suggested the name Coca-Cola, believing that “the two Cs would look well in advertising” . It’s very nice, but alone it wouldn’t do much for you.
Coca-Cola’s branding includes its commercials, sports celebrity endorsements, product packaging, store signage design, product placement on tv and in movies, sponsorships, in-store graphics, bottle design, the music in its videos, the design of its website, print ads, product photography, technology, social media presence and so on.
So, why does it matter? Why should I care that my designer also does branding and not just logo design?
Here’s why: your customers don’t experience your company from just a logo floating to them in a white Matrix-like void.
They experience your brand through your website, or your menu or your product packaging or your advertising. It’s important that the design company that is working on your logo understands that your logo is just one small part of a large collection of graphics that you will be presenting to your clients.
Unfortunately, this is where many business owners go wrong and only invest in the small part of getting a logo designed.
Business branding is essentially ‘how’ a business wants to be seen by clients.
DESIGN AND BRANDING
The key value of business branding is to achieve point of difference from competitors.
Keep these five points in mind when building your branding
- Research, analysis and competitor review
- Strategic brand development
- Targeted brand design
- Consistent brand communication across all visual media forms
- Feedback, performance review and maintenance
Business branding must be sustainable and ongoing. Strategy and design unite to deliver real values that resonate with your clients. Business branding is a practical and cohesive ‘action plan’ to build business success.
Here at Emepic, I work mostly with intuitive souls that want more than just a logo, they want the essence of who they are to shine through their branding and photography. I offer a full complete branding package delivered to you with specific healing before we do the design and photography to ensure you are ready and no fear blocks will pop up at you.
The work I do is very profound in, it’s what you’ve been waiting for and I find some people are confronted by the work as it’s a shift within them really asking them to step up into who they are and show the world what they can deliver. If you’d like more information please contact me on emma@emepic.com.au or 0437 216 742.
