Logos and Brands, what's the difference anyway?

Defining a Logo

Let's begin with the basics: What is a logo? 

Sometimes referred to as a brand logo, it's essentially a visual symbol or mark that encapsulates a brand's identity or message. A logo serves as an instant point of recognition for a business and is a tool for attracting potential customers. The ideal logo should be simple, scalable, versatile, and timeless - and should be able to effectively communicate the message of the brand it represents.

The purpose of a logo
 

A logo serves the vital role of unifying and trademarking various brand assets under one easily recognisable visual symbol. These brand assets can include products, advertising materials, and more. Through the creation of a memorable logo, customers can develop trust and a sense of recognition associated with this visual emblem. This tool is absolutely pivotal in the effort to build a returning customer base and raise brand awareness.

As human beings, we've been conditioned over time to have an emotional response triggered by logos, especially when they are associated with the assets they represent. It's safe to assume that consumers readily recognise that a logo represents an organisation, product, or service—a badge of representation, a banner of allegiance.

The Difference between the two
 

A brand, or more specifically, a brand identity, is an intricate entity composed of carefully measured elements. Some key factors of a brand identity include:

• The Logo
• Colours
• Typography
• Iconography
• Messaging & Copy
• Tone of Voice
• Market Positioning
• Values

You might notice that all the elements on this list are public-facing aspects, and you'd be right, about the output at least. but all of these things are derived from an internal, strategic study of your business. The logo is just a single cog of the overall brand machine.

A seal of approval
 

Within a strong brand, a logo can be an almighty powerful tool. Having the power to connect with customers on the shop floor, with a symbol that inspires trust, quality and a good experience is how you stand out on the shelf. In the world of business, reputation is paramount, and your logo can be the symbol that connects the dots.

However, it's crucial to emphasise that actions must align with your brand's promises. In other words, you must practise what you preach. Otherwise, the consequences can be detrimental. For instance, if your business proudly proclaims a commitment to Net Zero Carbon Emissions, but customers discover this isn't the case, you may find yourself receiving a "Thank You" letter from your competitors. In such cases, your credibility takes a hit, and the damage can be long-lasting.

In essence, branding is the narrative you shape, but it's spoken from the perspective of your customers. If your business engages in questionable practices or is perceived as misleading, your brand's reputation will inevitably mirror these perceptions.