Brand vs. Logo: What's the Difference?

“But I already have a logo.”

That’s the number one response I get when I tell people I help companies with their branding. When I hear it, I know it’s time to sit down together and order a couple of drinks. Because brand is so much more than just a logo.

Branding is more than skin deep.

To make a simple analogy, brand to a company is very much like personality to a person. You can deduce a lot about a person by the way he or she dresses, right? The colors, fabrics and styles they choose to wear provide clues about their lifestyle, beliefs, interests and attitudes.

Right or wrong, it’s quite likely that you’ve made snap decisions about a person based upon his or her appearance. You may even have gone out of your way to meet someone – or avoided them - simply because their appearance led you to believe you would enjoy – or regret – their company. But despite the old adage that “the clothes make the man,” you’d never go so far as to say that a person’s choice of clothing was his personality, or even that it defined it, would you?

Your logo is just the beginning of your brand.

A company’s logo, like a person’s attire, reflects the “personality” of the business it belongs to. It catches the eye and offers clues as to what it might be like to do business there. But in and of itself, your logo is not your company’s brand. Like a conservative suit and tie or a skateboarder’s T shirt and low-slung pants, it’s simply an outward indication of something far more complex and sublime.

I can design a logo and match it to the company well enough that by looking at it you’ll get a good idea, if not of the company’s line of business, then at least of its attitude and “personality.” But no matter how well designed, no logo by itself will ever give you that gut-level impact you’ll get when a company is thoroughly branded.

It’s only through branding that the logo begins to have the effect we want it to. When we see the Golden Arches and start to get hungry for fries, we’re not just responding to the image. We’re responding to the story McDonald’s has built up over the years, interwoven with their promises to their customers and backed up by our personal experiences with the company – experiences which, more likely than not, mesh seamlessly with that story and those promises.

That’s branding.

Successful people build their personality; successful companies, their brand.

Your logo is important. But it’s just the tip of the iceberg.

To consistently get the most out of your logo and any marketing and advertising you invest in, pay attention to building your brand. It won’t happen in an afternoon. But like a strong, confident personality, a well-developed brand will provide your company the identity and strength of character it needs to power through the tough times and soar when the going is good.

Cummings | Designs provides powerful design services for sustainable business, including logo design, web design and branding. To find out how we can help you position your company as a go-to provider, call (414) 378-2747 or contact us at carl@carldesigns.com.