The answer is actually that you want all three of this holy marketing trifecta.
Here’s a quick overview:
Logo: Mark or symbol used by companies or individuals that the public instantly recognizes.
Brand: The company or individual’s corporate image as perceived by the public.
Identity: All visual components that create the communication of your brand.
Let’s take a deeper dive into each, and how they affect you and your future business.
Your logo is a mark or symbol that tells the world who your business is. Your logo is not your brand – your logo is ultimately a representation of your brand, and what your company stands for or provides. It should be easily understood, legible and simple. When I say simple, I’m not saying let’s use Helvetica and put a box around it – you can still incorporate elegant details and typefaces. People run the risk of wanting their logo to say too much instead of focusing on the select core details that should be honed in on. The style of your logo should speak to your company’s offerings. If you’re a lawyer you probably won’t be making the best first impression with playful, bubbly typeface.
A heavily discussed topic – we’ll look at this from a very high level. Your brand is how the public perceives your company. It is what people think of when they hear your corporate name, or hear about your products and services. This includes both factual (i.e. It comes with a green straw) and emotional (i.e. It’s high end) perceptions. Every consumer-facing decision is a communication to the public for them to interpret and build perceptions on. Although you can’t “create” your brand and what the public thinks of you, you can provide the public with the stepping stones to build their perceptions and in turn – your brand.
The public builds perceptions of your company based on the communications that you create. When done well, these communications are consistently crafted through approved elements including: typefaces, colors, patterns, layouts, illustrations, photography, and wording style (i.e. conversational or formal). These elements establish your company’s identity. Consistency ensures that your company is always represented in the same way, which will increase your business’ recognition. The goal is that if someone saw anything from your company – it’s immediately connected with you. Your company communicates this identity though materials like your logo, website, stationary (i.e. business card), packaging, advertising, social media, and flyers to name a few. These communications are experienced by the public, and are the foundation of their opinion – AKA your brand.
Still with me? Hopefully you agree that having all three – a logo, a brand, and an identity – are important to your new business. You will be thanking yourself for thinking about the decisions now, and not after you’ve invested time and money into a logo or marketing collateral that may not be saying the right things about your company’s products or services. Setting aside the time now to determine how to best represent your company will get your further in the long run then rushing that quick logo to print. Deciding what values to build your messaging on, and then communicating them with a strong identity, and logo, will help foster favorable perceptions with your audience. And your audience will in turn, build your brand.
If you’re ready to take the next step into designing this strong logo and brand identity, send us a message and let’s get started.