Logo or brand? What's the difference?

Business Baker Lisa on branding and design

When thinking about starting a business you might well immediately think ‘I’ll need a logo!’ But that’s not quite true. While your logo is an important way of identifying and representing your business, there’s much more to it…

Logo design *can* cost a fortune but our branding packages won’t set you back this much!

Brand or logo — what’s the difference?

The brand is the whole business which includes a logo. The logo is only a part of the brand. A logo by itself is a graphic that represents the brand

The brand is an emotion behind what someone feels, sees and tastes when they interact with your company on any level. Without the brand, the logo doesn't really mean anything.

In order to design a logo, first we need to work out what the company represents and stands for, which helps us decide the style of logo, including the colour palette and font styles.

When I’m designing a logo and branding, it all begins with a moodboard to set the tone and concept for the brand. The client and I will have a deep conversation about the idea and what the business represents, for example: is it fun or corporate?

The colours, the imagery and the fonts all lead the logo in a direction. When I start the moodboard I never really know where it will end up.

I design and present to the client, not one, but SIX unique logos for them to choose from, and they are all designed to a very high standard and ready to go, it's a shame some of them never see the light of day! But after a couple of tweaks and experimenting with the colours and fonts, we’ll arrive at The Perfect Logo.

The colours and fonts are all carefully selected and a branding guideline is created to use for any future branded product or content, from the website design to any branded merchandise such as baseball caps, umbrellas or mugs.

In order to launch your new business you might need social media avatars, an email signature and Zoom background, maybe some print stationery such as business cards and pull-up banners, or a PowerPoint template, we can provide all of these.

Branding is crucial for establishing your business's identity and creating a lasting impression on your audience. Here are some steps you might consider as you launch your business branding:

1. Define Your Brand Identity: Start by defining your brand's mission, values, and personality. What makes your business unique? Who is your target audience, and what do they care about? Your brand identity should reflect these aspects.

2. Create a Memorable Logo: Your logo is often the first thing people notice about your brand. It should be unique, memorable, and reflective of your brand identity. Consider hiring a professional designer to create a logo that stands out.

3. Develop Brand Messaging: Craft a compelling brand message that communicates your value proposition clearly and resonates with your target audience. This message should be consistent across all your marketing materials and communications.

4. Design Brand Assets: Beyond your logo, you'll need other visual elements such as colour palette, typography, and imagery that align with your brand identity. Consistency is key here to build brand recognition.

5. Build Your Online Presence: Establish a strong online presence through your website and social media channels. Your website should reflect your brand identity and provide a seamless user experience. Engage with your audience on social media to build brand awareness and loyalty.

6. Keep it consistent: Ensure that every interaction with your brand, whether it's through your website, social media, customer service, or products/services, reflects your brand identity and values.

7. Monitor and Adapt: Pay attention to how your audience perceives your brand and be willing to adapt your branding strategies based on feedback and market trends. Branding is an ongoing process, so continue to refine and evolve your brand over time.

Remember, branding is more than just a logo or a catchy slogan; it's about creating a meaningful connection with your audience and building trust in your brand. If you need more specific advice or assistance with any aspect of branding, feel free to ask.