Your Logo Isn’t Your Brand; It’s Just The Most Visible Part Of It

When you think of any business, the first thing that comes to mind is probably its logo and wordmark. Although these icons are easy to recognize and associate with a particular company, they are not the entirety of a brand.

What Is A Logo?

A logo is an illustration or graphic that acts as the face of the business. You can think of it as a mascot that you want people to instantly connect with your brand. A wordmark is your business’s name in your chosen fonts, colors, and configuration. The logo and wordmark are usually presented together, but each should be recognizable alone. And there’s a lot more that goes into designing these two pieces than you might think. Way more!

From Concept To Creation

Your business logo typically won’t begin with an image. Instead, it will be developed and refined by looking at your core values, target market, and even how you want people to feel when your business crosses their minds. Your logo should subconsciously influence people’s opinion of your brand. 

What Else Makes A Brand?

While your logo makes you easily recognizable, it should also help consumers understand the type of service they can expect. Other parts of your brand include everything from how your storefront is arranged to the color of clothing your associates wear to your customer service reputation. Your brand is also supported by your company’s values, how you differ from the competition, and even your language.

Let’s look at Target’s logo as an example. Aside from the obvious name/imagery relationship, the Target target showcases simplicity, direction, and accomplishment. You know when you walk into a Target store that the shelves will be stocked, and you’ll pay a fair price for whatever you buy.

For a logo and brand to be effective, you can’t just slap a piece of clipart next to your business name. There has to be thought, research, and a creative process to bring your dreams to fruition. It’s an investment, that’s for sure, but it offers an ROI that can and will pay for itself over time.

Are you ready to rock your brand? The brand identity process starts by getting to know you and performing a comprehensive marketing analysis, also known as our Brand Identity Discover. We will then work with you to come up with the best way to showcase your business’s personality in a way that conveys your message and helps your brand shine bright. And, yes, that includes a logo!


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