While it is undisputable that a logo is not the same thing as a brand, the two are more than closely related. A logo is a symbol that identifies your business whereas your brand is all those things that pop into someone’s mind when they think about your business. In other words, while a logo is something visual, a brand is an abstract thing which exists only in an emotional form. Nonetheless, your logo defines your brand in more than a few ways. It changes the way people perceive every aspect of your business, from your staff that wears them on their uniforms to the last product on the shelf wearing it on the package. With this in mind, here are few thoughts on how your logo identifies your brand.

001

Brand Personified

As a business, what you want to do is make a certain impression amongst your clients. Most business owners would agree that their ideal mix would be to present themselves as simple, efficient, and memorable. This is exactly what your logo should be like. You want something that can easily be drawn, described, and recreated; not something that would take a skilled designer two hours to reproduce. In the end, these kinds of symbols are always the most memorable ones.

Across Different Formats

Another thing you should keep in mind is that your logo needs to take place on many different formats. For example, while you might want it everywhere in your office (possibly even on the building), it shouldn’t serve only as a decoration. As was already mentioned above, you need it on your staff’s uniforms, your products, even on the business cards and the promotional products. In other words, you need to try and envision what your logo is going to look like on the each of these items.

Seeing how imagining is one thing and seeing in practice is another, you may want to take a different approach to this particular problem. Nowadays, you can easily use Photoshop to see what the end product would look like.

Go Visual

The great thing about symbols is that they transcend language barriers and represent something even to those who know nothing about them. The reason behind this is quite simple and deeply rooted in human nature. As species, humans are highly susceptible to visual stimuli. This is why more and more businesses turn to highly graphical means of presenting their content. Due to the fact that 8 out of 10 people online don’t read past the headlines, infographics are trumping plain text in almost every field.

Furthermore, making a video can be even more effective. However, you still need to give your best in order to increase the total watch time, but there are more than few ways to do so. The best part is that there is no downside to this method. Best case scenario- your video goes viral; worst case- it goes unnoticed, but it can in no way harm your marketing efforts.

002

Timeless

Finally, a good logo needs to be timeless, which is why we advocate for its simplicity. However, even if the times change (and they most certainly do) you are always allowed to make some minor alteration to its appearance. Take for example the greatest brand of them all- Coca-Cola. While the initial logo contained the name of the brand as it does today, the font changed over the course of years. Swirls, tweaks, waves and shape changes were happening all the time, but the important thing is that these changes never seriously endangered the identity of the logo.

Conclusion

While brand is the whole picture of which the logo is just a tiny fragment, this tiny fragment may yet play its role in your company’s success. The logo is the face of your company and the first thing people notice about your business. They say that you never get a second chance to make a positive first impression, so you need to make your logo count the first time around. It doesn’t matter whether you come up with the idea yourself or hire professionals to do this for you. The only thing that counts is the end result of your labor. In the world of marketing, the end usually justifies the means.