Creative Matters: Logo, Brand Identity, Branding
What’s the difference? And what do you need to launch a tech company?
Here’s Something We Hear a Lot: Can You Design a Logo For Us?
As the head of a brand consultancy and design firm I work on dozens of logos — or let’s rather say — brand identity projects — every year, so what gives? The problem isn’t with logos themselves, or the process of designing logos — I have done over one hundred — but the difference between what they are and what new clients sometimes think they mean for their business. Usually, when a client asks about a logo, it tells me that they need something else. So we sit down and talk, about logo, brand identity and — most of all — the importance of branding. To see why that’s so confusing for some, let’s take a look at a couple of important distinctions.
First And Foremost: A Logo Is Not A Brand.
Your logo is a visual representation of your brand — it’s the tip of the iceberg. It is something that — ideally — stands out in the crowd and sends a signal. It’s a white apple on a technical device, or golden arches on the side of the freeway, or in this cover photo, the star that represents a German car. However, a good logo is more than a symbol, it’s a representation of your brand in a nutshell, your message. It says “Superior technology”, or “Hamburgers here”.. or whatever your brand stands for.
“The logo is not the identity. Everything on the page contributes to the visual identity. Every ingredient requires a conscious decision and should be infused with the essence and personality you wish to communicate to the audience. Your job is to reveal the soul of the brand.” — David Heasty, Triboro
A Carefully Crafted Brand Identity Goes Broader
As such, it needs to not only have consistent colors and graphical elements, but also incorporate fonts, styles, and even emotional elements that stand up for your brand message on everything from a website to a business card and a wide range of other identity pieces. That’s what we call brand identity.
The Brand As The Sum Of It All
The American Marketing Association defines a brand as “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller.”
“A brand is not a logo. A brand is not an identity. A brand is not a product”, says Marty Neumeier, author and speaker on all things branding. He defines it as “A brand is a person’s gut feeling about a product, service, or organization.”
Although companies like Coca-Cola, Nike, Apple, and Mercedes all have well-known logos, their brands aren’t successful because of those logos. Instead, the logos themselves reinforce strong, clear impressions that have been built one interaction at a time. It’s called Brand Essence, but more about this later. The logo isn’t the company, it’s a reminder of the product, the customer service, and the emotional connection that customers have with their favorite businesses. Nike, a good example, stands for innovation in sports, for technology and a forward looking culture, all attributes their customers identify with on a subconscious level when wearing their sneakers.
A Compelling and Cohesive Brand Strategy Is Key To Your Brand’s Success, Not Just A Logo
Although design is everywhere, online and offline, it has become somewhat commoditized and under-emphasized as a marketing component in recent years. After all, search engines, blogs, and even social media campaigns tend to be driven by written content. So, is a unique design still relevant?
More than ever. Not only does design still matter, but it also has the power to make or break all of your marketing campaigns. Here are three of the biggest reasons why:
1. Design still creates an instant emotional connection. Humans are hard wired to respond to colors and images in an emotional way, whereas text usually conveys information first and sentiment second. Since leaving an emotional impression on potential customers should be your first priority, design is your most important tool. The Lizard wants to be tickled.*
2. A good design can explain what text can’t. As the old piece of marketing advice goes, “A picture is worth a thousand words.” With clear design, you can present product features and benefits in a compelling way that creates interest and triggers action.
3. Strong designs are more memorable. Most of us are visual learners, so a good image or attractive website tends to stick in our minds more effectively than text. And, the more memorable your brand touch points are, the more brand equity you are going to build. The “Lizard Brain” wants to be tickled.
To be sure, you need more for creating a successful brand than a slick logo and pretty pictures on the website. But, if you want to make the most of your online and offline opportunities, don’t fall for the trap of thinking that design doesn’t matter. It is still as critical as it ever was, especially in the light the new Global Economy with its fierce competition.
If your brand isn’t bigger than your logo, you don’t have a brand at all — you have a visual identity and a lot of wasted opportunities.
If You Run a Business You Are a Brand, Either By Default Or By Design. Choose Wisely
It’s great to have a logo, and perfectly acceptable to have one designed (or redesigned) for your company. But if you make that the focal point of your branding efforts, however, you’re aiming too low. The power of a strong brand is much more valuable than a catchy piece of art, no matter how flashy or sexy your logo is. It’s an asset that builds over time.
“Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.” (Entrepreneur.com)
Marc Posch, Brand Consultant, Creative Director. Swiss-born, German raised, LA based.
Marc Posch Design, Inc.Los Angeles. Branding/Digital Marketing. A team of creatives, thinkers and developers. We are known for helping emerging tech and manufacturing companies to disrupt, stand out and grow. With our experience, deep industry expertise and all the collaborators to make it happen, we inspire success.
To find out more about what we can do for your business call 213.446.7986. For more visit marcposchdesign.com. Thank you.
