The Difference Between A Logo And Branding.
February 3, 2017
Businesses struggle to distinguish between a logo and branding. This can sometimes be the source of why your business sputters instead of sizzles. The difference between a logo and branding is simple yet difficult to understand since they are so closely related to one another. Together they are a powerful duo that excites the senses and becomes irresistible. So what’s the difference?
“A logo is a graphic symbol that your company rallies behind while branding is a gut feeling your customers have about your product, service or organization.”
Branding isn’t just fonts and graphics or a clever tagline. These days it's about “who you are.” Brand experience is more important than looks. People love being part of a tribe that they can identify with, but we need to feel something more than what you get from seeing a flashy symbol. Branding used to be all about consistency and uniformity that took time and repetition to resonate with a tribe. Now it’s about acting like a person - one moment serious, and the next laugh out loud. Without it, brands appear suspicious or bland.
Take Apple Inc., for example. Apple is a branding powerhouse with massive success due to outstanding advertisements, branding, and iconic product design. Everything they do has been meticulously calculated, from their laptop’s aluminum unibody construction to the retail experience in their Apple Stores. It’s that internal and external alignment of core values and vision that reaches customers at every point of contact. It’s the salesperson high-fiving you after a purchase to the feeling you get holding you new iPhone as it boots up. It’s a powerful network of connections that has built the strongest of tribes.
Branding is a critical differentiator that represents the fluid reality of a company. It can build trust, the foundation of true business success. This guarantee of trust cannot be created solely by a logo or symbol. It’s what you do as a living, breathing company that defines your brand persona. If you get that right, your audience will get warm and fuzzy feelings every time they see your logo and even proudly wear it on their chest.
Josh Krajina, Creative Director