What’s the difference between a logo and a brand?
A logo is a symbol, image and/or combination of letters that visually represent your business. Most often, it’s a combination of a graphical image combined with the letters that spell out a business name.
A brand is much more complex than a logo. It’s a combination of many different elements that represent the overall ‘personality’ of a business. A basic brand includes a logo, a tagline, a mission statement, a color palette and various products or services that the business provides. A well developed brand will also include an engaging story, various graphical & photographical images, ideas that it aligns with, perhaps sounds & music, perhaps scents or tastes.
I like to think of a brand as a completely separate person, with all the senses we have to relate to it:
Does the business have a logo, color palette, type faces, specially shaped business cards, a website and/or social media channels? If viewed separately, can you tell those elements are part of the same business?
What is the business saying – what’s the tone of it’s content? And how does that make people feel? Does it have a theme song? Sound effects?
How does the business ‘handle’ it’s clients? And how do the actual business materials feel? Does it have a ‘soft touch’ coating on it’s business cards? Are it’s products eco friendly?
Is the business “tasteful” or “tasteless?” Is it’s ‘flavor’ spicy, sweet or sour?
If the business has a scent what it is? Fishy, floral, woodsy, citrus?
You can even take it out of the physical and into the spiritual – think about things like a spirit animal, totem, god or goddess, energies and/or chakras that represent the business brand. Diving deep into the ‘personality’ provides more opportunities for people to engage with & experience it, which creates a stronger way of relating to it. The more relatable the business brand is, the more memorable it becomes – and a memorable business is a successful business!
Isn’t that the goal?