October 9, 2014
The terms “brand” and “logo” are often used interchangeably but at a closer look, these are two entirely different entities. While it may be relatively easy for a company to change its logo, changing its brand may require investment of time, awareness and involvement from internal and external stakeholders.
Both a brand and a logo share a close working relationship and together they establish a successful professional identity for a company. To understand this better, let’s first familiarize ourselves with the principal differences between the two terms.
What is a brand?
A brand is a company’s personality. It encompasses all that the company stands for – its philosophy, culture and products/services. A brand brings unique experiences to the customers that, in the long run, shape their affiliations with the company’s brand name.
A brand differentiates a company from its competitors and represents it the way it is. Companies have found it extremely profitable to create a brand identity that is easily accessible to and interesting for their customers. And with every product or service offering, the brand identity solidifies.
Branding also comprises the overall company image that is communicated through website, business cards and other marketing experience. Brand consulting companies play quite a valuable role in positioning a company’s brand image.
What is a logo?
A logo is one of the many working components of a brand. It is a graphic illustration of a company’s brand identity; a visual representation that is easily recognizable as a name, symbol, trademark or defined colors. Being a company brand signature, a logo can effortlessly communicate to the customers the brand image and position of a company.
Designing a logo should not be taken lightly. An ideal logo should embody the very heart and soul of a company. It should be a unique representation of a company’s personality.
Branding and marketing companies in India change their logos. They do it to either keep up with the rapidly changing business environment or with their own ever-evolving organizational philosophies.
The co-relationship between a brand and a logo
A logo functions as one of the many parts of a company’s brand strategy, so much so that it instantly connects with the customers. Likewise, a strong company brand image is enhanced in the public eye by the immediate recognition of the logo.
But a logo can attract positive recognition only when a company has an established brand presence in the market. If the audiences are oblivious to the brand image, the logo will attract no response. It will not be looked at twice because it won’t trigger an impression with the customers. Hence, companies need to focus on the brand as the bigger picture and view their logos as a valuable part of the overall branding strategy.
Companies need both a robust brand and a convincing brand identity to position their business and drive growth. Since a logo is perceived as more tangible, companies often focus on transforming it rather than heralding a change in their overall branding strategy. It, therefore, becomes imperative for them to understand that a logo is an outcome of a cohesive ‘branding’ process that explores their vision, mission, value, and customer perceptions. Hence, the underlying idea is to use these insights and fine-tune the business offerings to what the customers want them to be.
A biotechnologist by education and a programmer and business analyst by experience, Aayush Jain has touched several industries to finally realize his true liking for branding and design. He is a brand consultant with a lot of passion, enthusiasm and an attitude to learn new things. Being an avid traveler, he loves the exploration of Himalayas.He brings a lot of creativity and fresh thoughts to the table and always focuses on quality delivery. Prior to BoD, he was working as a business analyst at Infosys, Bangalore and was involved in the presentation content strategy for CXOs.