What’s the difference between a logo and a brand? A logo is a single brand element. An easily recognizable visual mark that's used to represent a company or commercial product.
A brand, on the other hand, is many elements—tangible and intangible—working together to create a cohesive and recognizable image in the minds of customers.
Put another way, if a logo is a signpost in the ground, the brand is what’s written on that signpost.
To that end, without brand, a logo has no real meaning. It’s simply visual shorthand that represents a company or product.
If we want a meaningful logo, we need brand. And if we want a meaningful brand, we need to ask meaningful and fundamental questions; what does the brand do, how does it do it, who does it do it for, and why does it do it.
A brand is a promise. It's the promise you make to your customers about what they can expect from your product or service.
You can have the best logo, use the most fantastic typeface, create the perfect colour palette, but if you’re not using those elements consistently across your brand, you risk confusing and turning away potential customers.
Branding is one of the most important aspects of any business. If you're not branding yourself properly, it's very likely that your business will fail.
You know your business inside and out. You know what you do best, who your customers are, and what makes you different from competitors. But do others?