Brand, Branding, Identity and Logos Explained

We often receive questions on what's the difference between these terms. Let's begin by saying that if your brand is a great novel, your logo is just chapter one. Your logo is not your brand or your identity. We know this can be confusing, so let's get started.

What is Brand, Branding, Identity, Logo?

• Brand – The meaning that customers attach to your organization, product or service.

• Branding – The management of a brand’s meaning.

• Identity – The visual and sensory elements used to identify a brand.

• Logo – A mark, icon or symbol that identifies the business in its simplest form.

Now that we have a big picture definition, let's dive into the details.

What is a Brand?

This term is quite often thrown around from using it to describe the logo for a company even though the term brand does not mean a logo or identity. It is much more than something such as a logo. It’s the assets of a company that can’t be seen. It’s the emotional connection between the company and consumer.

A brand is the customer's gut feeling about your organization, product or service. It's not what you say it is, it's what THEY say it is.

In contrast, brand-ING is the management of that meaning.

What is Brand Identity?

If your Brand is what your customers think of you when you’re not there, how can you change their opinion and try to influence how they feel about you? This is where “brand identity” can change the game.

You can’t control the process, but you can influence it.

Your brand identity is anything that can identify your brand, and yes, that includes your logo.It is tangible so that it can appeal to other’s senses. It’s this physical and visual presence that fuels recognition. Simply stated: everything that you see (visual language) is considered a brand identity, however it does also include other sensory elements such as sound, touch and even smell.

It can include elements like:

• Wordmark or logo

• Color palette

• Standard typography

• Library of graphic elements

• Responsive logo lockups

• Corporate typefaces

• A consistent style for images

• Sound, touch, smell

The key to any successful brand identity is consistency.

This lets your audience create memories around who you are and what you can offer them. The biggest purpose of a brand identity is to have brand guidelines on how you should use your visual assets to ensure this consistency.

What is Branding?

Branding is the management of a brand’s meaning. 

Branding is both physical (brand identity) and emotional (brand) and is the sum of all of the attributes that the company brings to the market. It does this by communicating the character and values of what a brand is and is not.

It is also accomplished by seizing every opportunity to tell people why they should choose you over your competition and this is helped by consistent use of brand identity as well as a strong brand strategy.

Combining Identity and Strategy is the secret to Branding.

What is a Logo?

A logo's purpose is to identify, not to explain. A logo identifies a company or product via a mark, icon or symbol that identifies the business in its simplest form.

It does not sell the company directly nor rarely does it describe a business.

Until next time, see you around 🚀