The Real Difference Between a Logo and a Brand
As entrepreneurs, we've all heard "there's a difference between a logo and a brand." But what does that even mean? What exactly is the difference? We'll start by saying that your logo is a part of your brand, one piece of the puzzle.
But there are many differences between a brand and a logo. We'll dive into them today. This article is a crash-course in Branding 101. If you're an entrepreneur or small business owner looking to develop a logo / brand, or if you're considering a facelift for your business (read: re-branding), you're in the right place.
To help illustrate ideas throughout this piece, we'll use plenty of examples, and we'll often use a brand you're surely familiar with, Starbucks. From logo design to color palette, print advertising to sales collateral, Starbucks marketing masters know the branding game. They understand how to evoke an emotional response from customers. By the end of this article, you will, too. Enjoy!
One Piece of the Branding Puzzle, Your Logo is a Mnemonic Device That Works For the Brand
Let's start with a little psychological experiment. Close your eyes for a moment and imagine the Starbucks Logo. It's easy to summon up in your mind. But what else pops into your head?
Maybe you remembered:
A childhood memory of Starbucks
Your favorite iced coffee flavor
The long wait for a coffee
The synapses in your brain are operating fast, but chances are your mind has flicked through dozens of little tidbits of information you associate with the brand. That's the power of a great logo.
And that's how a well-crafted logo works for your brand. You push it on everything from business cards to coffee cups as a little mental reminder of everything your customer knows about your business.
In a way, we've put the cart in front of the horse with the logo issue. Logos are a part of imagery in branding. Now that we know what logos do let's talk about branding from the beginning of the process. We'll start with a brand voice concept because that's the first issue to tackle and circle back to logos in a moment.
Begin With a Brand Voice
In short, a brand voice is the way you talk to customers. It's the tone used in all your communication and advertising. Your brand voice can "speak" to customers in any style appropriate for your target market. We could describe Starbucks brand voice as optimistic, lighthearted and family-friendly.
Your brand voice depends on the nature of your business and your customers. An insurance company might take a tone of professionalism and financial awareness, while a hospital might speak with warmth and caring, or absolute medical mastery. The idea is to select a tone for communication and use it in all your marketing materials, including that logo.
Next up in Branding 101 is color palette selection.
Color Palettes and Branding
Starbucks has chosen a color scheme of warm greens and white. You'll notice them on every bit of marketing material.
Color, like voice, must be relevant to your organization and the clientele you seek. To choose a color palette, pick a few words that describe your business, and find a color that matches those ideas. Studies suggest that red, yellow and brown tend to be appetizing, so you'll see them a lot in restaurant advertising. And it makes sense that a particularly eco-minded organization might choose vibrant greens and earthy browns to appeal to a green-thinking audience.
Now that we've established a color scheme let's take a closer look at other visual elements and imagery.
Imagery in Branding
Think of brand imagery as the aesthetic appearance of your brand. Your logo falls into the category of imagery (we put the cart before the horse earlier). But there's far more to imagery than logo design. Practically anything a customer can see, hear, smell and taste can become part of a brand's imagery:
Signage
Print advertising and coupons
Location Decor (TGI Friday's restaurants come to mind)
The layout of stores
Starbucks always uses a handful of similar layouts in their cafes. Their signage and menus — indoors and out — will look nearly identical across a nation. Employee uniforms, menu boards, even trash can lids all connect.
This clearly defined imagery affects customers like a guarantee that the Starbucks experience will be the same at every location. It's a safe option when we know what to expect from a business, every time. Repetitive imagery connected with a positive customer experience builds customer trust!
But as they say, "the devil is in the details," and your branding efforts must follow through on your paperwork elements, website design and layout, and social media accounts, too.
Supporting Elements of Branding Design
Earlier, we talked about brand voice. As you move forward in your branding or re-branding process, you'll rely on that tone to craft all the other elements of your communications. Whether you're working on your website, postcards, print advertising, business cards or email signatures, there should be a continued theme.
Bring that theme to life with:
One or two fonts to be used in all communications
A few static font sizes on all your internet advertising
Static signatures and sub-marks
Similar paragraph structure and closing remarks throughout all of your materials
Analogous colors, layout and design themes on all your websites and social media accounts
A social media "personality" that follows your chosen voice.
Patterns can also play a part in your communications and brand identity. This could translate into patterned stationery, website backgrounds or a repetitive logo on outerwear.
Clothing designers like Gucci and Louis Vitton do a fantastic job of this. Their patterns are recognizable worldwide and equate to well-made, quality goods that are relatively expensive — they evoke a specific emotional response.
Now, we know that's a lot to chew on if you were only interested in the difference between a logo and branding. There's one more topic to address, and it's outside the actual branding of your business. Instead, it's a creative brainstorming tool you can use to get started. It's called a mood board.
What is a Mood Board?
One of my favorite exercise in my branding process is creating a mood board with my clients. If you're in the beginning stages of branding or starting a re-branding project, creating a mood board will help communicate your brand identity, messages and products.
A Mood Board is a combination of images, colors, and even textures that all work together to VISUALLY define your brand. Think of this as a tool for anyone you work with as you build your business. It leaves out individual "interpretation" of adjectives you would use to describe your brand...and instead visually defines it for them. This is why I include a formal mood board presentation in every Brand Guideline Document I create for my clients.
When putting together a mood board, I love to use Pinterest. Pin anything that strikes you as relevant: photos, print ads, meaningful bits of text, even objects that represent your brand and goals. This helps communicate your design ideas and aesthetic goals when words just aren't enough. In the end you your Mood Board will:
1. Create the emotional response you want your clients to feel when they see your brand.
2. Be a good representation of your brand palate.
3. Be a good representation of your services.
At Creative Allure Design, my mission is to provide entrepreneurs and small business owners with marketing information you can use. If you'd like help creating a mood board, exploring color palettes or developing a logo, contact me today. I'm ready to help you reach your market with a message that matters to them.