Logo vs. brand: Here's what you need to know to take your brand to the next level

Sep 11, 2020

Every successful business needs a logo for their brand. A well-designed logo helps make your brand memorable and creates loyalty with your audience. Wondering what the difference between a brand and a logo is? 

Your logo is the symbol of your business.  

Meanwhile, your brand is all the tangible and intangible aspects that represent your business.  

In this post, we'll explain what to consider when designing a logo, why it is important for your business, and how to keep your branding consistent.  

Designing a Memorable Logo  

A logo helps your customers remember your business, product, or service. It helps define your brand so you can stand out against the competition. Logos can foster brand loyalty with your ideal audience. When someone says Apple, Coca-Cola, and Nike, we bet you know what the logo for these brands looks like. They're classic, timeless designs that have become ingrained in our minds.  

Before you launch a business, or create your brand identity, focus on your customers. Take time to understand who your target audience is and what appeals to them.  

Don't spend too much time obsessing over your logo design. Instead, focus on developing a strong brand. If you want to stand out, create an experience that your customers will remember. Your logo is a symbol, but it's not enough to elevate your business to the next level. You need the total package.  

Why Your Logo Design Matters  

If you need some inspiration for your logo, create a mood board to help you come up with the design. Focus on the colors, fonts, text, and images that you want to use, and come up with a few different versions before you settle on the perfect one.  

It's always a good idea to share your logo design with your team to ensure it communicates your values and your mission. The reality is, there are a lot of bad logos out there. The logo is the main symbol of your brand. The last thing you want to do is send the wrong message.  

Related: [Logo inspiration] Examples of Good, Bad, and Ugly Logos 

What does a logo mean to the brand? 

Your logo is important because it's part of the total experience for your brand. When creating your brand identity, create a design that resonates with your audience. If people like what they see, they'll connect with your products or services. It is the prime identifier and the first and most important vessel to carry your brand's core values and message.  

How to Keep Your Brand Consistent  

When it comes to your brand, consistency is key. If you want to increase brand awareness, you have to make sure you're using the right logo that represents your business. The colors and fonts should always be the same. If you've recently rebranded and designed a new logo, do a thorough sweep to make sure your logo is updated everywhere where your brand is mentioned.  

Here are four tips to keep your branding consistent:  

Develop brand guidelines

If you don't keep your branding consistent, your customers will start to get confused. Chances are, you’re not the only one creating content for your business. You may have someone focusing on social media content and someone else building sales collateral. So how do you make sure everyone in your organization is creating on-brand content? Easy! Create Brand Guidelines for your business. Use templates that already have your branding elements in one place.  

Don't leave your team guessing. Avoid confusion by distributing brand guidelines to your team, so everyone is on the same page.  

Know your audience.  

If you're trying to talk to everyone, you might be missing the mark. Focus on who your ideal audience is so you can create content that keeps them coming back for more. Be consistent by targeting a specific demographic. You don't have to reach everyone, but you should strive to understand your customers better than they know themselves.  

Keep your brand voice consistent across all platforms. 

We talk a lot about logos, images, and other marketing material, but one thing you shouldn't neglect is your brand voice. Make sure everyone on your team knows the tone of your brand and how you communicate with your audience. This means creating guidelines for social media content, blog posts, and figuring out the best way to respond to negative reviews and feedback. If your team is responding a certain way that doesn't align with your brand values, it can send a mixed message to your audience.  

Do a brand audit.  

Schedule a brand audit to make sure your branding is consistent with your mission and values. Review your sales collateral, marketing materials, and check-in with your employees regularly to ensure there is brand alignment. Reach out to your ideal customers to get feedback for your business and look for ways to improve their experience.  

Conclusion  

When customers recognize a brand, they're more likely to make a purchase instead of taking a chance on a product they've never heard of. Brand consistency is important, and so is your logo. They work together to foster loyalty. When designing your logo, don't make it complicated. Choose a simple and timeless design that will help customers remember your brand. Keep your brand consistent, and schedule regular brand audits to make sure everyone on your team is on the same page.  

Need help creating a brand strategy for your business? Use these tips to help you get started.  

If you're ready to streamline your business, see what Digital Asset Management can do for you. Contact us today to learn more.  

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