What’s the difference between a logo and a Brand?
To better understand a brand’s potential, it’s important to understand the fundamental differences between a logo and a brand.
What is a logo?
A logo is a visual mark showcasing the character and essence of the brand. A memorable logo is an essential component of a powerful brand and serves as a visual shortcut to the company within a competitive market.
Although a logo is only one of the elements of branding, it will most likely appear on the majority of touchpoints with customers and other stakeholders, such as the website, brochures, stationery, product, packaging, ads, uniforms, stores, and so on. A logo can therefore be considered as one of the main graphic elements that allow people to quickly identify an organisation, its products, and services. And quite often, it will be the first thing people will use to identify you.
What is a brand?
Your brand is built to represent who you are as a company and how you wish to be perceived by your customers. It is a way to distinguish yourself from your competitors and clarify what it is that makes your company a better choice over the competition.
A brand, then, is more than just a company’s name, logo, product, or price tag. It’s more than the marketing and advertising around these things. A brand is the consistent and recognizable feeling that all of these things evoke.
The fact that brands are essentially intangible doesn’t mean they aren’t extremely valuable business assets. The way a customer feels about a business influences their purchasing behavior, after all, which directly impacts the business’s bottom line.
There’s a reason the world’s most successful companies invest millions of dollars every year in strengthening their brands.
Which matters more?
A brand is the foundation of a company and the logo is the visual shortcut to the trademark of the brand. A logo and a strong brand are both crucial when marketing and promoting a consistent image and voice, but a brand speaks for itself. The opinions people have about a business and its product/service largely affects the business’ success at the end of the day.