Why JUST A LOGO is not enough
With so many people still believing that branding is unnecessary and superficial, there are even more who genuinely think that creating a logo will magically transform their business into a brand.
What is true? Let’s begin with a little information that can help us differentiate a logo from the brand.
What are the most important differences between a logo and a brand?
A logo is simply a graphic design or mark that represents a brand, whereas a brand is the combination of perceivable and barely noticeable aspects that represent a company.
A logo is useless without a powerful, well-thought-out brand, whereas a brand can exist without a logo. The logo is always a part of a brand that is used in visual storytelling. And a brand is everything that a company represents and gives its logo meaning.
So why is just a logo not enough to start your brand?
Logos, despite playing a significant role in the development of a brand, will not strengthen its position by explaining it, it isn’t meant to.
Many experts believe that logos will always be empty figures and shapes until they are packed with meaning.
They are not focused on who does better in design, but which one will stick in people’s minds for the longest period of time, because, as you know, trends come and then go.
So, why are logos insufficient? The answer is straightforward.
Companies are creating a narrative for their customers to tell, and this is where branding comes in.
What is a brand narrative?
A brand narrative is a short, condensed story that serves as the foundation for an organisation’s marketing and communications activities.
Every company must have its own brand narrative:
The reason why it exists
The origins of the business
The bold statement it makes to attack the marketplace
Your brand identity should be expressed across all components, including product packaging, corporate stationery, business cards, email signatures, print marketing materials, and, of course, your online presence—website, email marketing, and social media platforms.
Consistency is the key to good branding that creates value, credibility, and trust.
What are the components of a brand narrative?
Design – deals with the elements of your brand’s identity. It is a component that distinguishes a brand from competitors and makes it prominent to consumers. It completely reflects your brand visually.
Logo – company’s first introduction to consumers. If designed well, it can pick the interest of the public and invite them to learn more about the company;
Colour – must be used consistently if you want to increase brand recognition.
Brand Imagery – is the result of all graphics that serve as your brand’s identity.
Effective branding begins with a well-designed, distinctive logo. However, it is a company’s entire branding process that serves to build a specific image of that company.
Your brand is not a collection of different things. If you’ve established your brand’s identity, strategy, and logo. You must now put everything together into a narrative. A relevant story in which you help your clients in overcoming their challenges.
I hope this little description has brought some light for you.
Do you want to know more about the ideal logo for your company? I’d be delighted to put all of my imagination and expertise to work making your concept a reality!