Brand vs Logo What's the Difference?

Brand and logo are two terms that get thrown around often. The common default is to call it a logo, but there is a distinct difference between a logo and a brand. A brand has a perception of value, where a logo is a graphic element that has no value in and of itself if not designed as part of a cohesive brand identity system.

Logo

A logo is a representation of a company comprised of graphics, font, or both. A logo can look good, but if it doesn't serve a business purpose then it is not helping that business grow. When a logo does not have the underlying strategy and supporting elements, it either adds no value, or damages the company's overall image.

This does not mean that a business is failing, but it will bottleneck growth at some point. The business owner is either stuck with what they have, or is forced to redo it, often repeating the same mistake in an effort to cut costs. Fortunately there is another option, Muse advertising can help business owners develop a brand identity system that will preserve equity already established while revitalizing or building a cohesive system that delivers your brand message to your audience in a consistent manner.

Brand

A brand is a cohesive system comprised of several elements based on a business and brand strategy. These are developed after going through a client needs analysis and competitive audit to determine where the business stands in the current marketplace and what needs to be done to improve that ranking. Once the business and brand strategy are determined, we develop a brand identity system that is relevant, current, competitive, and scalable.

This is what gives a brand value, and although a brand identity system will consist of a logo, a logo designed without consideration of the underlying strategy will not be effective.

A brand identity system consists of name, colors, image style, graphics, logo, font, and positioning statement. Each of these elements are selected to be a functional part supporting the brand strategy that will allow the business to build brand equity, increasing the value of the brand. This leads to increased customer retention, acquisition, and brand loyalty.

A brand identity system affects the packaging design system, marketing communications strategy, and advertising efforts. Without a brand identity system to guide the decisions for the future steps, one ends up with confusing, conflicting, or inconsistent messaging that is ineffective.

If you are looking to make improvements or revitalize your brand, Muse Advertising welcomes the opportunity to contribute to your success.

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