Monday, January 16, 2012

Branding, Identity and Logo Design

Most people in business have a hard time distinguishing between the terms Branding, Identity and Logo Design. They use them interchangeably in the business world, which is a huge mistake in marketing your company. Logo design, Identity and Branding all have different roles of their own. They have to work together to form an recognized image for a business or product.

The word Brand on dictionary defines brand identity as “the outward expression of a brand, including its name, trademark, communications and visual appearance.”

Most of us will never get to be recognized to that degree like McDonalds, MAC, Facebook etc, but we can still be identified in our own realm if we take the time to do it correctly. The first thing to be done is to create and identify your brand.

“Your brand is your company's personality.”

A brand identity represents what your business stands for and how you will ultimately be known. That is why it is very critical for businesses and companies to have a striking, memorable and timeless brand identity. Successful brand identities are able to evoke a desired set of feelings from the public, instead of just looking good.

As an example, let's look at the well known beauty product company, The Body Shop. The Body Shop inspired by nature has ethically produced more than 900 natural beauty products at the same time committed to social causes. They support innovative global projects working in the areas of human and civil rights and environmental and animal protection. These values of their business dimension are prominent throughout everything they do from their innovative products, advertising and promotion, right through to their customer service. The Body Shop is an emotionally society brand that connects with people. People can feel part of the brand as they can connect and feel towards it. It is this emotional connection that creates their brand, not purely their products.

Corporate identity refers to all of the visual parts of your brand including logo, color palette, tagline, font, etc. A talented art director or graphic designer can help you create these, but not until you have answered the key branding questions for your company.

“Corporate identity refers to all of the visual parts of your brand.”

Your company identity is the ultimate goal. If you're recognized, it is assumed people gravitate to you. The more they see your logo, the more they trust you. For example, everyone wants the recognition the gold arches brings McDonalds, the f that stands for Facebook or the apple with the bite taken out of it which is unmistakably MAC.


Now think of your brand as a toolbox containing all the tools you need to promote your business and its identity. In that toolbox are all the advertising you use whether it is online, television or printed material as well as coupons and promotions. But the most important tool in there is your logo because you want people to see it and recognize it. You should have an impact so as soon as people see it they will think of your business.

“The logo identifies a business/product in its simplest form.”

Your logo design is a vehicle to get your brand/company known. It is a visual representation of the company or product that expresses your brand in a memorable way.

It is important, before you do anything else, even before you get your logo designed, is to define your brand identity. What do you want your company to be known for? How do you want to appear in the public's eye? Make sure your logo represents what your business is all about-that it's compatible with your brand and company identity.

We hope this helps to distinguish between logo design, brand and your company's identity!