There seems to be a widespread misconception that a logo and a brand are one and the same. This simply is not the case. In my eyes, a brand is a complete identity in a particular area. Consider the “Coke” brand. Although their are over 300 beverages offered by the Coca-Cola company, “Coke” is a complete identity in the beverage market. So, then, how and why is a logo different from a brand?
To begin with, a logo is a device that can be used to develop and further a brand. For example, the “Coke” brand has distinctive colouring, familiar slogans, and of course the “Coke” logo. It is the combination of these physical aspects, as well as other branding activities, that build a complete brand.
If you begin your brand with a logo, you do yourself a disservice. To develop a truly powerful brand, you need to plan your brand from the start. There are numerous theories around branding techniques, and it’s not possible to go through them all here. However, I can provide a simple overview, in which you develop your brand with three steps – strategy, identity, and management.
Strategy
During the strategy phase, an overall strategy is developed for your brand. This plan considers the organisations mission, values and vision, and also considers the external market. For example, the strategy phase for “Coke” would include analysis of the internal corporate objectives, in addition to an external analysis of the soft-drink market. The strategy stage defines how the further stages of branding will develop.
Identity
The identity stage is where the logo comes in. During this stage, logos, standardised colour palettes and stationery are developed. Product and brand names are selected. They key here is to develop consistent and recognisable brand collateral.
Management
The management phase of branding consists of activities involved in launching, propagating and monitoring a brand. This includes managing the activities involved in delivering the brand, such as advertising and public relations, and the development of systems and techniques to ensure the brand is performing as expected.
I agree.….a logo is just the starting point of a brand. A brand is really the company’s overall identity, and this includes it’s position in people’s minds.
You are right. But we can enhance our brand value by creating a beautiful and catching logo.
I agree that a logo is not a brand. A logo is where your corporate identity begins. first impressions are extremely important and your logo will be the benchmark form, which you are judged. Always remember that the corporate identity of your company enable customers to instantly identify with your organization’s spirit and messaging.
I recently spoke about my company’s identity with a marketing firm. I suggested that we should consider what the best color would be. The marketing agent replied that it really didn’t matter much. I think I agree with you that it is part of the overall brand management.
If we expect our company to be around for a while, why wouldn’t we take care in how we present ourselves to the public?
Exactly. The specifics matter less in the grand scheme of things. It’s far better to have a brand strategy — everything else will flow on from there.
I could not agree more with this post and it is important for anyone looking to start their own company. The logo is not the brand, but many people forget to realize this