For about the trillionth time, a day or so ago I heard a familiar question aired on a business networking forum; “What is the difference between a logo and a brand”.

Often it’s asked because people don’t believe that a logo is a brand and they seek to challenge those who might say that a logo is a brand. They are right a logo isn’t a brand.

But unfortunately they often don’t really appreciate how a logo is very intrinsically linked to a brand. Without a good logo, you will struggle to build a solid and convincing brand.

I’ll explain;

A logo is a memory tool used in a brand marketing strategy.

The customer experiences the brand behavior from the business…that brand behavior should be ‘consistent’ if the company is serious about their brand.

When the customer experiences the behavior they associate it with the ‘brand images’ they should see whenever they experience the brand behavior.

Brand Loyalty
Hence whenever they see the brand images in the future they then also remember the experience, and hey presto you get brand loyalty based on an image and a name they see. The image and name should ideally graphically reinforce the memory of the brand behavior.

That’s the purpose of a logo, and that’s why the big ‘brands’ are serious about their branding. Any business can be a brand also within it’s own niche/pool/arena if you just take you branding seriously.

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This entry was posted on Tuesday, April 29th, 2008 at 10:24 am and is filed under General Musings On Life, Thoughts on Design. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.