WHY BRANDING IS MORE THAN JUST A LOGO
Brand vs. logo what is the difference? It’s probably easiest to think of a brand like a parent and a logo like a child. Where brand effectively is a product and or a service that is provided to the end-user. A logo or brand mark is a visual symbol representing its parent, “the brand.” It is certainly not uncommon for consumers to proudly advocate for their favorite brand by showing their loyalty to a logo. A sports team’s logo is a perfect example of this. A T-shirt with just a team’s logo on it is a show of pride. It is also a symbol of a much larger belief, and that is the brand itself.
Consumers and fans are often likely to promote or recommend the brands they trust and believe in. Logos can also act like a consumer or even a silent salesman. Even in a sea of brands, the logo itself assures the consumer they can believe in the product. The logo acts as a connection with what they know to be an experience they can embrace. Effectively as “brand awareness” grows, so does the consumer trust and, just as importantly, their loyalty. That loyalty is some of the best currency a brand or logo could ever ask for. Even though the brand and logo play different roles, they work in concert with one another. Having that consistency between brand and logo is critical.
As mentioned above, as the parent, the brand is also where the financials live. A healthy brand remains laser-focused to assure that every product they create, or service they offer, grows and supports the consumer experience. As goods or services are purchased, a brand continues to promote its logo and invest back in the goods they offer.
Keep in mind that while a consumer seems to connect with a logo predominantly, they connect with the brand itself. A great brand is all about the consumer. Consumers must engage and trust not only the logo but the core foundation of the brand itself.
The bottom line is a good logo can be very powerful, where a great brand can become a lifestyle.
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