Who says a brand is not just a logo?
April 28, 2009 at 6:31 amI’ll tell you who says – the graphic design industry!
I’ve seen dozens of designers websites who’s opening line is ‘branding is not just a logo’. OK, they are right, but the part that gets me is that they offer logo design services, and the whole package, how to use your logo, logo brand book demonstrating how not to use your logo. They can use it on a brochure, an ad campaign or even the side of your car. You can even ‘brand’ your pens, complimentary mints and work shirts – but they can’t build your brand.
The thing with a brand, is all of these elements of the presentation of your logo can be designed and maintained, but without impacting on your brand (that is, your business) at all. This part lies with you!
You can pay designers to create a visual impresion of your business, and you should, but without them a) knowing what your business really stands for, and b) watching over your shoulder every minute of the day to make sure you fulfill the promises your new logo touts, you still really just have a logo.
When you work with your designer, you should already have a strong understanding of just why your customers fall in love with you (or, buy from you, if this is too big a claim), so you can create an image to get more. Without imparting this knowledge to them, they can really only take you at your word as to what you do, then create this as a visual representation to create your logo, and it’s up to you to live up to this expectation.
The designer creates the logo, you build the brand.
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