why a brand isn't just a logo
This post is a continuation from my previous post why is branding so important for startups? In that post I go into detail about what is a brand identity, why is it so important and tips on looking for a designer. However, in this post I want to talk about something a lot of designer tend to hear a lot when working with a new client;
“Have you got your branding?” – Designer.
“Yeah I have a logo” – Client.
*Designer face palms*
And I want to explain why having a logo just isn’t enough.
so what is a logo?
Let’s unpick what a logo actually is. A logo is a form of identification of your brand. The best logos are memorable, simple and timeless.
A logo represents the brand but is not the brand itself. When a consumer looks at a logo it should symbolise your product or service, not be it.
You can look at it a bit like your social media profile picture. Yes it needs to look good as it is representing you and it can often be someone’s first impressions of you however, it is not you. Your friends, family and you know that you are a lot more than what that one picture says about you. You have a family, a career, hobbies, like and dislikes etc.
So why is a logo not enough?
Now I don’t want to confuse you, a logo is extremely important and needs a lot of time and consideration. Like mentioned it is most probably your customers first touch point to your brand and it is paramount that it makes a good first impression. However, a brand on the other hand is what is going to make your customer come back time and time again. People buy into brands and what they represent.
Need some design help?
I will give an example of why someone may buy a Chanel handbag. On the Chanel handbag there is the famous CC monogram logo. You may think that someone is buying the bag for the iconic logo however, when you dig a bit deeper they are not. They are invested in the brand and what that CC represents. For someone who buys a Chanel handbag for them it represents: luxury, exclusivity, quality, craftsmanship, style, status, class and wealth.
You can look at it a bit like your social media profile picture. Yes it needs to look good as it is representing you and it can often be someone’s first impressions of you however, it is not you. Your friends, family and you know that you are a lot more than what that one picture says about you. You have a family, a career, hobbies, like and dislikes etc.
All of these qualities cannot possible be derived from a simple monogrammatic C? No. Chanel has worked for years on brand strategy, consistency and identity to make up this idea of the Chanel brand. Through this carefully created brand identity, if you invest yourself into Chanel you know what to expect when you buy one of their products.
When a consumer looks at a logo it should symbolise your product or service, not be it.
How to build a brand
If you want to know a bit more about building a brand identity then check out my blog post I did here on it. Or get in contact with me by emailing [email protected]
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Summary
Overall you need to think as a brand as the whole person, not just their haircut. It is their life story, every element from the way they speak, act, walk, dress, where they’re from, their likes and dislikes. Do you get the idea? View it holistically.
So in the future if a designer asks if you have got branding you will know how to answer the question or at least have thought more about what to offer them than just a logo.
The best way to make sure you are both on the same page is to create a brand guideline booklet. This will not only help anyone new to your business or external creatives but make sure that you are keeping tight reins on how you want your brand to be perceived.
I hope you found this blog post on why a brand isn’t just a logo helpful. If you have any questions please feel free to DM me on instagram.
