Branding and logos are often thought of as interchangeable – and that couldn’t be further from the truth. Logos are powerful, but they aren’t enough to carry your business to success. You need a strong brand, too. In this post, I want to tell you exactly why your brand is more than your logo.

To better understand what I am talking about, it might help to understand the differences between a logo and a brand – and what they really entail.

What is a logo?

A logo is a symbol that acts as an identification for a business or organization.

Great logos are easily identifiable and often considered a company’s ‘avatar’. Logos like Nike, Target, the London Underground, and so many more are memorable, simple, and completely on point. Simple, yet effective.

Yes, it’s great to have a symbol that your customers can pick out from a crowd and identify – but logos will only get your business so far.

Don’t get me wrong, logos are important. If nothing else, logos pave the way for effective and successful branding. However, a great logo doesn’t make a good brand. I would say, overall, a business’ brand tends to hold more responsibility than a logo. So let’s start talking about branding!

What is a brand?

A brand is an emotion or feeling that is associated with a business or organization.

This emotional feeling that your audience associates with your business will stem directly from your branding. Branding is your selling point, not logos!

A vital aspect to consider in your branding is the importance of consistent communication and keeping your messages clear and concise. Clarity and consistency is key with branding.

No one likes ambiguous and inconsistent communication from businesses. Raise your hand if you’ve loved being confused about what a company was about and came away with a weird and chaotic feeling. Does that make you want to invest in their business? Probably not.

Sticking to these brand messaging guidelines will create a positive experience for your audience. And this means everything for your branding. This isn’t just for new businesses! If you already have a brand and you don’t think it’s working for your business, you might consider a rebrand! You can read more about that here.

To quickly summarize what I’ve just told you:

**clear and consistent communication plus a positive experience equals great branding.

Why is having a brand important?

Your audience will keep coming back because your brand has evoked that special ‘something’ they connect with on an emotional level. By creating an engaging brand through consistent and clear messages, you are more likely to develop and maintain an emotionally involved audience.

By having this, your established brand will then grow and diversify through every experience your audience has when they interact with your services. A great brand will develop positive experiences or feelings. Associating these positive feelings with your brand will set your business up for success.

Once consistent branding is maintained, you can learn more about your audience and discover how they directly respond to your brand. This is so important for making informed branding decisions. Isn’t branding amazing?

What does this mean for your business?

What I am trying to get at it is – having a logo IS important, but it isn’t everything! You must first evoke an emotion that connects your audience with you and your business to establish a strong brand. Once you have developed a strong brand, your logo will fall in line with the branding. Solidify your branding before you focus on your logo!

And remember, don’t think your business just needs a great logo. You NEED a great brand, too. As this post has shown, branding is so much more than just your logo.

Are you ready to get your brand on point? Let’s talk! I want your business to succeed and a strong brand will help you to do this!