Small business owners tend to have the wrong idea that the logo of their company represents their entire brand. However, there is a lot of distinction that needs to be made between the two. While they might not be the same thing, they do complement each other and need to work well together in order to get the best results.
In simple terms, your brand represents who you are. It contains all of the features that create the identity of your business and helps distinguish it from your competitors. It includes the name, design, symbol, style etc.
Originally, branding was the process of burning a symbol into a cow’s behind in order to tell what livestock belongs to whom. Over time, the term has evolved and now encompasses all there is about a company’s identity: its history, its reputation, its personality etc.
All of the artwork you use is a part of your branding. This also includes the logo which is a very important part of branding, but it is not the only one. Other elements such as the products you sell and your website are also integral part of your branding.
The logo is the most important component of your brand because it is the visual depiction of it. It is the simplest way to communicate who you are and what you stand for to other people. It is also important because it will represent the basis that all the other forms of branding will be based on.
You cannot design a logo and leave it at that in order to create a brand. The design for your logo needs to come out of the values and concepts of your company. The logo must be derived from the brand, not the other way around. In order to do this, you must make sure that enough time has been spent developing the brand beforehand. You can check this by answering 7 questions about you and your business:
- Who are you?
- What do you stand for?
- What are your values?
- What are your principles?
- What are your unique selling points?
- What do you like
- What don’t you like?
Once you are able to answer these questions you can move on to the logo design. You need to take every piece of information that you have on the brand and find a creative way for it to be represented visually. This is harder than it looks and it is usually done by a professional, but here are a few quick tips to help you:
- Come up with a definitive tagline that defines the business
- Get as creative as you can when it comes to ideas
- Find the right colours
- Find the right fonts
- Remember to also be practical. Think of the layout of the logo and where it is going to go.
Theoretically, you can always change or update your logo if you feel it necessary, but past examples have showed that this is a bad idea as you can alienate your customer base so it is better to