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Why Your Company's Brand is Not a Logo

Posted on: July 18, 2018
Tags: Branding, Brand strategy, Logo, Identity
Why Your Company Logo is Not Your Brand

Put simply, your company brand is an experience, not a logo. Exactly what does that mean? Let's explore this concept a bit further...

Your company brand is your promise and value you offer customers, your community, and everyone who experiences your brand. It's a promise delivered. It's perceived value. It's value received. It encompasses communication, perception, community, relationship, inspiration, education, etc. At the heart of your brand are a set of experiences. Your brand is your company's foundation and one of the most important aspects of your business.

Whether your business is considered large or small, you have one chance to make a first, second and third impression. If you think about it, your brand isn't what you say it is, but what your customers and everyone else says it is. And what they say varies widely because it totally depends on their unique combination of experiences, perceptions, or touchpoints with your company. 

Although you can't control perception, you can influence perception if you know how to build, launch and manage your brand architecture. This means every brand touch point counts. Every brand touch is influencing perception and building your reputation. You are either earning trust, building thought leadership and relationships or you are not! A good brand architecture and strategy will enable you to better share your brand story in an authentic way. Doing so can emotionally bring people closer to your brand in a very real and meaningful way. If you display confidence in your brand foundation, your ideal customer is more likely to believe in your brand promise.

Brand identity is your logo and supporting visuals. A logo is not a strategy, but rather a company’s “avatar” in a way. Remember, logos should be memorable, simple and timeless. It's extremely important to build a brand architecture and strategy inclusive of the brand identity with supporting visuals, language and more. Just remember, the colors, language and visuals are supporting elements, not “the” brand. 

All too often, it's easier for a business to fixate on a logo because it's tangible. Because competition is fierce, strong branding is more important than ever, as it captures the essence of your business and what makes it unique. There are no short cuts to this process. You simply must spend time defining your brand and making sure you clearly and consistently communicate that brand across all channels and touchpoints. 

Brilliant branding takes courage because it is something that is constantly impacted by the public’s perception. Although a designer lays out the visual foundation, a brand’s audience truly shapes it. Therefore, it’s important for your brand foundation to encompass your business goals, vision, values and image. Understanding how your audience’s perception of your brand lines up with your company’s goals allows you to make better branding decisions and is critical to developing a brand that will endure the test of time.

So what does meaningful and effective branding look like for a small business? It all comes down to creating a positive perception and experience through clear, concise and consistent communication. Authentic, personal brands form true customer loyalty.

Although competitors may try to replicate your logo or homepage design, they cannot copy your mission, values, vision and passion for your company.

If you need assistance with branding, brand identity or other marketing services, please contact us for a complimentary consultation.

To learn more about branding and brand identity, click here to read an article by Pam Moore, or click here to read an article by Sara Yin. 


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