BRANDS, BRAND IDENTITIES & LOGOS
What’s The Difference Between A Brand, An Identity & A Logo?
I’ll be the first to agree. It is confusing.
Depending on where you look, terms like “branding”, “corporate identity” and “logo” can be used to describe very similar things. As a potential partner in the growth of your business, I’d love to clarify things so we’re speaking the same language.
First off, What’s A “Brand”?
In short, your brand is the reputation of your company. It’s the perception people have when they think of you. It’s formed over time by how you answer the phone, how your store smells, what someone told you about the company and (of course), it’s also how you look, including your logo, website, business cards, brochures, packaging and more. It’s everything people encounter when they interact with you. This is your brand.
And an “Identity”?
Your “identity” (aka. Brand Identity, Corporate Identity or Identity System) is a subset of your brand. Your identity identifies you, and not someone else, and it includes all the tangible elements you see when a company communicates with you. Identities include logos, corporate colours and fonts, taglines, illustrative styles, patterns, icons and messaging. Typically, an identity project will include a style guide that records all the specific items that make up your identity as well as directions for its proper application on stationery, packaging, signage, brochures, and more, depending on the nature of the client.
What’s A “Logo” then?
Your logo is the most recognized part of your identity. It’s a symbol that stands in to represent your company like a tag. It acts as a “visual trigger” for everything you’ve learned about a company up until then. It conveys feelings and attitudes appropriate to the company but not everything the company does. Nike’s logo, for example, doesn’t feature a running shoe.
I’ll be the first to agree. It is confusing.
Depending on where you look, terms like “branding”, “corporate identity” and “logo” can be used to describe very similar things. As a potential partner in the growth of your business, I’d love to clarify things so we’re speaking the same language.
First off, What’s A “Brand”?
In short, your brand is the reputation of your company. It’s the perception people have when they think of you. It’s formed over time by how you answer the phone, how your store smells, what someone told you about the company and (of course), it’s also how you look, including your logo, website, business cards, brochures, packaging and more. It’s everything people encounter when they interact with you. This is your brand.
And an “Identity”?
Your “identity” (aka. Brand Identity, Corporate Identity or Identity System) is a subset of your brand. Your identity identifies you, and not someone else, and it includes all the tangible elements you see when a company communicates with you. Identities include logos, corporate colours and fonts, taglines, illustrative styles, patterns, icons and messaging. Typically, an identity project will include a style guide that records all the specific items that make up your identity as well as directions for its proper application on stationery, packaging, signage, brochures, and more, depending on the nature of the client.
What’s A “Logo” then?
Your logo is the most recognized part of your identity. It’s a symbol that stands in to represent your company like a tag. It acts as a “visual trigger” for everything you’ve learned about a company up until then. It conveys feelings and attitudes appropriate to the company but not everything the company does. Nike’s logo, for example, doesn’t feature a running shoe.
MY BRANDING APPROACH
What Does A Designer, Like Me, Do To Create A Brand?
Whether you create them or not, brands develop reputations.
People may see you as high-quality, innovative and playful. Or out-of-touch, over-priced and boring.
They’ll draw their own conclusions based on every interaction with your brand, company, people, and product. You may not like them, but the good news is that we can formulate a plan to change them.
I help guide and improve perceptions of your business by using strategic thinking and design to craft the visual elements of your brand. By understanding what you’re trying to communicate (and to whom), I create logos, colour palettes, type collections and other materials that are unique to your company.
I can’t tell you how to squeeze more product out of your factory, but I can influence the perceptions customers have, and help provide consistency in your marketing materials.
BE REALISTIC WHEN ASSESSING YOUR NEEDS
Do I Really Need An Identity Designer?
You might.
But then again, it’s not for everybody.
If your business operates mostly from local referrals, like plumbers, mechanics or dentists, it might not be worth developing a new identity. As long as their service is great, nobody cares about their identity. It’s not likely going to help close any deals.
If however, you’re in a more competitive market or a business where image and messaging can boost revenue (like food, hospitality, fashion, technology, finance etc.) you certainly can benefit from identity design.
You may need a brand refresh if your business focus has shifted over time, your audience has changed, your product offerings have changed, you’d like to work on your reputation, or maybe your old identity feels dead and dated. A new identity can be the catalyst to a new era for your business.
Get A Price List.
Want my pricing for Identity Packages ? Just give me your details. 🙂
“We were struggling with some very complex branding issues and Brent delivered for us big time. He took the time, asked great questions and developed a campaign that is us.”
Arden Henley, Vice-President, City University of Canada
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I’m Often Asked
“How Exactly Do We Work Together On A Brand Identity?”
Here’s What My Brand Identity Design Process Looks Like:
Timing: Typically, a brand identity project will require 3-4 weeks. If additional materials are required like brochures, add another 2-4 weeks assuming a response time from you of 1-2 days each time.
Let’s Build A Brand That Helps Build Your Business!
Your brand can foster desire for your product, make you appear more established, more memorable and build loyalty. It can help retailers try you out, make you stand out in-store and even become a customer favourite.
If your branding is letting you down, let me help. You know your branding could be better. — Let’s fix it!
Increase Desire
People like and trust designs that appeal to their sensibilities and demonstrate that a company "gets them".
Be More Memorable
Great design can help you stand apart and be remembered. And brands you can remember are definitely closer to getting sales.
Look More Established
New companies don't need to look new. The right identity makes brand seem more stable and established.
Build Loyalty
When your identity suits you, and is tied to good feelings, people feel loyal to your brand — despite competition.
Let’s Build A Brand That Helps Build Your Business!
Your brand can foster desire for your product, make you appear more established, more memomorable and build loyalty. It can help retailers try you out, make you stand out in-store and even become a customer favourite.
If your branding is letting you down, let me help. You know your branding could be better. — Let’s fix it!
If your branding is letting you down, let me help. You know your branding could be better. — Let’s fix it!
Increase Desire.
People like and trust designs that appeal to their sensibilities and demonstrate that a company “gets them”.
Look More Established.
New companies don’t need to look new. The right identity makes brand seem more stable and established.
Be More Memorable.
Great design can help you stand apart and be remembered. And being remembered is certainly a prerequisiste to purchase.
Build Loyalty.
When your identity suits you, and is tied to good feelings, people feel loyal to your brand — despite competition.