Did you know that a logo is NOT your brand?
Nor is it your corporate identity. Your logo, identity and branding all have
different roles that together form a perceived image for a business or product.
So let’s start with the basics.
What is a Logo?
A logo identifies a company via the use of a symbol, mark or signature. A logo
won’t sell your company directly, nor will it describe your business.
What is a Corporate Identity?
Your corporate identity is made up of symbols, textures, colors, images,
photography style and fonts. All of these elements come together visually in
your marketing materials such as:
- Business Cards
- Letterhead
- Websites
- Brochures
- Forms
- Email Marketing
- Signage
- Advertisements
- Vehicles
- Company Apparel
- and any other visual items that represent your
business.
It’s important to have an established set of guidelines that
include approved colors, fonts, layouts and measurements that dictate how your
corporate identity is applied through a variety of marketing mediums. These
ensure that the identity of your company is cohesive, which in turn will help
your brand be consistent.
What is a Brand?
A brand is the perceived emotional image of a company as a whole. Or more
simply put, it’s the impression that your product or service leaves on a
customer. This includes:
- Everything your company does
- What your employees do and how they act
- How your staff answers the phone
- The way you handle client/customer disputes
- What your marketing materials say
- The space you work in
- and many other additional factors.
A brand is far less tangible and can’t be designed or
created. It is built over time in the minds of your customers.
So let’s apply this
to your business in three easy steps.
1. Do you have a
logo? Begin there. Keep in mind that an effective logo is: simple, memorable,
timeless, effective without color, scalable and relevant to your industry. Some more examples in our logo portfolio.
2. Once you have
a great logo, then you can move on to your corporate identity. A well-designed
identity consists of a variety of print materials, signage and a website that
will create a visual impact for your organization. It is extremely important
that you know your target audience. Your language and content should be clear
and correct. But most importantly, your identity must be consistent.
3. Once you have
an established and amazing corporate identity, you can shift your focus on to
your brand. When it comes to your company image; everything you do, own, or
produce, should exude the goals of your business. How do you want to be
perceived? Think quality and service. Think research and development. Think
team building and staff buy-in. Your corporate branding is the most significant
thing which will define you in the public eye, and therefore the one thing that
will either ensure your success or your demise.
Want to get started with Step 1 or 2? Call 405-478-4080
today for a comprehensive, free review of your logo and marketing material
needs.