Your brand’s identity is more than just the logo. You must have heard it before, but what is the difference between a brand and a logo?
Before we start understanding the difference, we should know what actually is Brand Identity?
Defining Brand Identity is a compilation of all the tangible fragments you muster to express your brand’s image to the customer. Your brand’s identity is what you say your brand is, your core values, upcoming goals, and how you communicate with your consumers. In essence, it is the personality of your brand.
On the other hand, the logo is the primary source of visually differentiating your brand from the others. It could be anything such as a symbol, an image, a drawing, any emblem that represents your company or organization.
You might have already figured out the difference from the above definitions, but let’s try to understand it better.
Think of a logo as a fragment of your brand’s identity. A brand’s identity is dependent on a number of factors, like your ‘logo’, the color palette, typography, and in some cases, voice. Your efforts to cultivate your brand’s identity create a brand image which is how your customers perceive your brand.
Let’s take an example to understand this; let’s say you want to open a luxury clothing store and be perceived as the go-to shop for luxury clothing shopping in your area. To have this ‘brand’ of your shop, you would need to design the suitable ‘logo’, choose the right color palette, distinctive packaging, or maybe an expensive-looking facade for your store. These tangible components – the logo, the facade, the packaging – is your brand’s identity.
Your brand identity is what instantly sets you apart from others. Further, your customers relate your brand identity to your goods and services. This identity is what lays the foundation of a strong bond between your brand and your customers.
The logo is one of the critical elements to your brand’s identity, mainly because it is one of the most memorable aspects of your brand. Logos are used for the identification of your brand with just a mark or a symbol. Logos are the simplest form of conveying your business. They do not sell your brand or the idea, but they may convey your brand’s message or vision. Logos are derived from your brand’s core values and future vision. Your brand’s logo needs to have a meaning behind it rather than just looking good on paper or a building front. You should always put some extra effort and pay attention to details when it comes to designing your own logo. Never hesitate to spend some extra time and effort when it comes to logo designing, and if required consulting a professional is really helpful. Other branding elements work together with the logo to create a sustainable brand identity. The logo is what will help you to set your brand’s identity apart from the crowd.
“Identity is the cause, the brand is the effect, and the strength of the former influences the strength of the latter.”
- Larry Ackerman
