If you find the terms brand, identity, and logo confusing, you’re not alone. While they mean different things, they are often hard to distinguish (even for some marketing pros.) So the branding team at Rapunzel Creative has created this handy guide to help clear up the confusion.
Simply put, a brand is a consumer’s perception of or feeling about a corporate image as a whole. We’ve often heard it said that people buy products but they have relationships with brands, and we think this sums it up perfectly. How someone connects emotionally with a company impacts their decision to choose their product or service – or not.
Your brand encompasses every touchpoint with your customer: from your logo, company “voice” and digital footprint to the way your customer service team answers the phone. All these elements combined communicate who you are to current and potential customers. To build a strong brand you need to create a distinctive identity for your company, product and/or service, then position your business as a leader in your sector or marketplace.
The identity or image of a company is defined by the visual elements that form the overall brand. Sometimes referred to as “brand identity” or “visual identity,” it is the package of visual devices that an organization uses to communicate their brand.
Your corporate identity typically includes a logo, color system and fonts, as well as collateral such as stationery, brochures, packaging, signage – anything visual that represents your business. Detailed guidelines for applying your identity throughout a variety of platforms help ensure consistency and cohesiveness, which are essential to building a recognizable corporate brand.
People tend to use the words logo and brand interchangeably, but they are not the same thing. A logo is a graphic element or mark that encapsulates the quality of your business, products and/or services. Logos often feature a symbol or icon along with words or the company name.
Creating an effective and impactful logo that captures the essence of your brand is a multi-step process that involves defining who you and who your customers are, clarifying your value proposition and differentiating yourself from the competition. When done well, this visual mark will promote instant recognition and immediate association with your brand. This makes it a critical element in your identity toolbox.
With decades of combined experience working with over 75 companies and nonprofits in the tri-state area, the team at Rapunzel Creative will guide you through all the steps of defining and crafting your brand. Call us today at 877-709-3456 for a consultation.