A brand is the element of a company which creates the first and most important impression. It communicates with its customers, demonstrating the core values of the business. An often overlooked understanding is that a logo is the brand, which in most cases is definitely not. A logo plays a key factor within the identity but branding goes a few steps further than that.

So what’s the difference between a logo and a brand?

• A logo is a mark or a symbol that best represents a company or individual in its most basic form and can be delivered through to a range of media, including stationery, large format print and website design.
• A brand is the emotion or vision behind the company and is built upon a quality design that remains consistent throughout the business. It resinates from every element not just the logo – the colour scheme, typeface, website and the voice.

Obviously, to build the brand the logo must be designed first. From this we can begin to understand where the companies path will begin to lead. The logo itself should be acknowledged as an important factor in the construction of the identity, it should be simplistic and memorable. When it starts to become detailed, it will begin to lose its focus and message. Complex designs just start to become a distraction.

How can I benefit from a brand?

Communicate the passion of the company from within its identity and you’ll start to see true measurable results.

• Attract more customers
• Stand out from the ever increasing crowd
• Create that established impression
• Project a sense of stability and confidence
• Develop loyalty with your customers
• Explain the key goals and values of the business

The brand becomes a personality of the company. It digs deeper than a simple logo, it is the heart & soul of the business and the language spoken throughout. Communicating the business message simplistically & consistently to the target audience is what makes a great brand. A well executed strategy reinforces the values and key graphical elements demonstrate those qualities within the organisation.