LOGO v BRAND
I bet few people fail to understand what a logo is. On the other hand, there will be many people who don’t understand what a brand is and the difference between the two.
Most businesses have a logo, a little image normally next to their name, which is normally representative of what the business does. An electrician may have a light bulb, a builder, the outline of a house, a florist may have an image of a flower. You get the idea..
A brand is completely different. Think Big for a second. Think of brands we all know, think Coca Cola. Coca Cola doesn’t have a logo. They have an incredibly strong brand. The “look and feel” of Coca Cola products are instantly recognisable. We’d still recognise the branding even if the words “Coca Cola” were replaced with different words. The distinctive colours, font, and spacing are the brand. If you’re stood in a shop looking at shelves full of bottles and cans, it’s so easy to spot the Coca-Cola. You know what it tastes like before you buy it. You don’t care that it’s more expensive than the shop’s own brand “Rola Cola”. You buy it regardless. Think now about Apple. You’re thinking I’ve got her now…. It’s a logo of an apple! What you’ve not realised is that every piece of communication you see from Apple is “on brand”. The fonts they use, the spacing, the lack of colour. Their apps are all branded, each image instantly recognisable… App Store, Safari, Notes, Music etc.
WHAT DOES THIS MEAN FOR MY NEW BUSINESS?
When you start a business you need to think beyond the name, beyond the logo and that’s when you start to create a brand. The brand creates consistency meaning that your work, services, products are immediately recognisable to your audience. Not only that, do you remember the phrase “familiarity breeds contempt?” When it comes to marketing, it’s the opposite. Familiarity brings credibility, trust and THAT makes customers trust you enough to buy. When we create a brand we work closely with the client. It’s not simply enough to know what the business is selling. We ask loads of questions, some may be tough to answer. We want to know the history behind the business. We need to understand the visions and values. A brand should convey all those things, and more! The Psychology Of Colour Building a brand is more than colour, although that plays a part. Colours mean different things. Red is associated with danger but in colour psychology, it is used to portray strength. Green is associated with growth, yellow with happiness and support. Blue is used for creative businesses etc etc. To understand more about the psychology of colour and how to create a brand that “speaks” to your customers, get in touch.