We have had plenty of small businesses reach out to us interchanging the terms “branding” and “logo design”. A lot of them believe that both of them are synonymous for one another. When we ask them, do you want a brand or a logo – they. Pause. “So what’s the difference between the two?”
Logos are a visual and aesthetic representation of your brand.
It’s a way for customers to identify a business or product in a crowd. Logo designs can convey emotional and psychological feelings about a brand, however without some level of branding behind it, it usually stops there.
Branding is how a business portrays itself to the public.
Branding specialists break down branding into a multitude of components, but for this article let’s stick with the three key components:
Messaging & positioning
This is the copywriting part of a brand. Here a business chooses how it speaks with its customers, its value propositions, and the way it wants to position itself in the eyes of the target audience. Most branding specialists refer to this as brand voice, tone and positioning.
Playful and upbeat? Or serious and direct?
Visual identity & aesthetic design
Remember the logo that we were talking about earlier? That’s a small part of this section. A visual identity is bigger than this. Imagine covering up the logo on business wide collaterals (website included!). Do they look like they were all produced by the same business?
Another way of thinking is – are the fonts, format and design style uniform?.
This is often the most overlooked component by most small businesses. Brand experience is the unified & consistent experience a visitor has they view any part of your business – online or offline. It’s about creating a enjoyable or hassle free journey that starts from learning about your business till the end sale.
Rethink your brand
Now that you know the essentials of branding, it’s time that you start asking questions about your brand. Does it convey the ideals, messages and positioning that you are trying to imbue into your target market? Do you present a unified front to your potential and current customers? Finally, does the entire brand experience enjoyable and more importantly, fall in line with your messaging and positioning?
If the answer to all these questions is yes, great! Otherwise it is probably a good idea for you to start thinking about consulting with a branding specialist.
Want to talk branding (or anything else for that matter)? Get in touch with us! We are local, and portland based. And in true portland fashion, coffee? 🙂