A lot of small businesses I speak to say they have their branding sorted because they got a logo designed (or made one themselves). But here’s the thing- a logo and a brand identity are two different things. A logo is part of your branding- but is not the full package.
It is like going for a nice afternoon tea and only getting served a pot of tea...
But what is a brand identity then I hear you say, just keep reading and all will be explained!
What is a logo?
A logo is a symbol or another small design that is used to identify your business. It is an easy recognisable sign that makes people think of you or the products you sell.
A logo doesn’t necessarily have to be an abstract or figurative design, it can also be a wordmark.
A good logo will be scalable though- this means that it is just as easy to ‘read’ on a billboard as on a business card. Your logo will be used across a lot of different media channels and other marketing material, you don’t want people to have to squint to decipher your logo.
A good logo is scalable and easy to read
What is brand identity?
Brand identity is the whole look of your brand, of which your logo is only a small part. Any good graphic designer would recommend that you invest in a brand identity and not just a logo.
With a brand identity that is well thought out you will make your audience feel things that your brand stands; Is that reliable, informal, strong, gentle, creative or dramatic?
Your look will put across these feelings without using actual words but by choosing the right colour palette, fonts, illustrations or graphics and of course a good logo.
As you can see, brand identity is so much more that a logo and very important to get right.
What is branding?
We can take it another step further and look at branding. Branding includes everything that sets you apart from any other business. Your name, your tone of voice, your brand identity (which includes your logo), your mission statement, your values to name a few.
Your branding should be consistent throughout your marketing materials. Having good and consistent branding throughout your business means that people will recognise you, trust you and will be more likely to buy from you (and who doesn’t want that).
There are a lot of things to think about when it comes to branding- take your time to figure it out but once you do make sure you use the same elements in all your marketing resources.
To design a logo that fits your business you would first have to think about your branding as this will form the brief for your brand identity and your logo.
A logo without a brand identity won’t be effective enough, it doesn’t give people enough of you. There is too much wriggle room for you to veer off your branding path. Your marketing material will just not be similar enough.
I’m here to help if you would like to create a brand identity that is effective, in line with your values and easy to use across all your marketing material.
I offer a brand identity design service, of which you can read more about here.
Love,
Emmelie xx
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