Logo vs. brand - what's the difference? - Ronin Marketing
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Logo vs. brand – what’s the difference?

Graphic showing a colour wheel and different components of branding, with text alongside saying 'Logo vs brand, what's the difference?'

Logo vs. brand – what’s the difference?

Creating a successful company logo that truly reflects the identity of the service or product you offer is an essential step in the branding process that will have a significant bearing on how successful your business may become. In our new blog series on logo design, we explain what is involved in creating a new identity for your business, and the things you need to consider regardless of whether you are just starting out or an established company looking to re-brand. In this first part, we look at the definition of logo vs brand, and why it’s important to understand the difference.

What is a logo?

A logo can take several different forms – it could be just the name of your company in a suitable font, or it may use shapes, images, or symbols, or a combination of all these. In general, a logo is the symbol or mark of identification for your business or brand, specifically created to reflect the nature and ethos of your company. It will often use typography, iconography and colour that directly represents the service or product you offer. A company logo should be unique, so it is easily identifiable and clearly distinguishes you and the quality of your product or service from those of your competitors.

What is a brand?

A brand is the combined elements of how a company expresses itself and how it wants to be recognised. This encompasses the overall creative, business and marketing strategies employed to directly communicate the services or products it offers. It includes your company logo, print and digital communications, your personality and marketing methods. It also represents the defining factors that your target audience will react to, and how they interact with you (both directly and indirectly).

The key components that make up a brand include:

Brand identity

This includes your company logo and overall visual style (use of colours, typography, tone of voice, signage, packaging, POS, marketing and advertising designs), which should all have a consistency that reflects who you are to your customers.

Brand personality

Your customers will react to the personality of how you interact with them, and this extends to how you communicate and interact with your customers both directly and indirectly through tone of voice and visual appeal.

Brand positioning

What is it that makes you unique and stand out from the competition? Your brand proposition is a key factor that your customers must understand to be successful in your target market.

Brand values

What are the core principals that your company upholds? When your values are clear, your customers have something they can connect or relate to.

Brand promise

Your company vision and mission statement, principals and value proposition set customer expectations and you are accountable to meet them to ensure long-term trust and loyalty.

Brand experience

Creating a memorable brand experience is the journey your customers have from the first moment they discover you, the process of interaction that leads to a sale, and the aftercare and support they receive.

Brand guidelines

A successful brand is one that your target audience has a very positive view of and respect for – it is therefore essential to establish a set of brand guidelines that ensure you continue to offer what your customers expect, and marketing strategies have a base personality to work with.

Your brand guidelines will include aspects of how and where your logo should be used (you will often have a few variations for different use scenarios, such as a mono or white variant, or versions with and without an icon or text), a definitive set of primary and secondary colours for both print and screen usage, font usage, and may also include specific design guides for the creation of stationery, advertising with instructions on the tone of voice and imagery.

Now we’ve established the difference between a logo and brand, take a look at the second blog in this series – how to design a company logo.

Here at RONIN, we have been working with companies on their logo designs and branding for over two decades. Take a look at our work. If you have a project you’d like us to help you with, get in touch.

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