If a logo isn’t a brand, what is?
Let’s talk Brand Strategy
TLDR: Top 3 Takeaways from this Post:
A logo is part of the brand identity, but it’s not the brand.
A brand is made up of the positioning, visual assets, content and style guide, and ongoing brand management.
A quality brand adds immense value to a business and improves customer retention.
How do you like this AI-generated logo?
A logo is a component of a brand strategy, but a logo is not a brand.
When I work with leadership teams as they embark on a brand journey, we often need a critical conversation about the elements of a quality brand strategy. Many leaders are ready for the visual design and brand identity work, but they are less prepared for the strategy and communications brand requirements.
The logo has an important job:
It’s often the most recognizable element of a brand identity, so it creates a visual shorthand between your business and your customers
It can convey your brand’s values, personality, and identity
A distinctive logo can help to differentiate your brand from others
A logo that follows best practices can build credibility and trust (and a poorly designed logo will require you to overcome that breach in credibility)
A memorable logo leaves a lasting impression, which helps your brand stick with customers
If you think you need a logo to launch your brand, you are right! However, if you are launching a rebrand, did you know that a logo redesign is optional and not required? That’s because the logo does all of this hard work within the context of a broader brand strategy.
If a logo isn’t a brand, then what is?
Your brand is the promise that your business makes to its customers through every gesture and interaction. So what is the “stuff” that makes up this promise?
Brand Positioning: Define the unique value proposition and positioning statement that sets your brand apart. This can be tough in commoditized industries, which is why market research and internal alignment is crucial to getting this right.
Visual Assets: In addition to the logo, the visual assets include elements like the color palette, typography, and imagery. The visual assets should be collected in a brand style guide. The brand style guide should also include guidance for collateral such as powerpoint templates, word documents, marketing materials, and the website.
Content Style Guide: How you say what you say matters! Your writing style guide will address voice and tone, grammar rules, preferred terms and usage, writing mechanics, all with examples.
Brand Management: A brand is a living breathing asset that must be managed over time. Brand management includes monitoring brand mentions, ensuring brand consistency, ensuring the brand promise is consistently experienced, and updating the brand strategy as circumstances demand.
When companies build, nurture, and safeguard a strong brand, the long-term rewards are huge. By expanding the brand definition beyond the logo, leaders increase the likelihood that they will generate brand loyalty, strong customer relationships, an improved employer reputation, and a competitive edge – all of which improves revenue and company performance.
If you’ve got questions about your brand or brand strategy, let’s talk.
