A logo is only a small portion of the overall picture of your brand. Logo design, visual identity and branding work together and should be considered as a system.
What is a logo?
A logo is the symbol of your company. It should be unique, simple and recognizable and at the same time leave scope for the continuous development of your business. The purpose of a logo is not to explain your brand or sell your product, but to enable people to instantly identify your business.
What is visual identity?
A visual identity is the visual appearance of your brand. It goes beyond a logo and strategically considers aspects such as typography, brand colours, photography, patterns, icons, and other visual elements that are important to your brand’s communication to the outside world. The visual identity is manifested in all applications, such as business cards, letterheads, marketing materials, etc.
What is branding?
A brand also involves visual elements but doesn’t stop there. Branding is the holistic experience you create, the perception of your business to the outside world. A strong brand creates a clear impression. Creating a coherent brand experience based on strategy is critical to generating loyalty and building a customer base.
These are just a few key aspects that help to create a meaningful brand:
Brand compass — You can define the direction you want your business to head towards by asking five questions and base the answers on strategic research.
- What is the brand’s purpose?
- What is the brand’s vision?
- What is the brand’s mission?
- What values does the brand stand for?
- What are our objectives?
Brand personality — What key thoughts, behaviours and emotions shape your business? Your brand personality is what forms a truly unique brand and ties loyal customers to your business.
Brand name — Your brand name should convey the above aspects and leave a strong impression on the world. Market research, competitive analysis, and comprehensive brainstorming lead to a name that embodies what your brand stands for while being memorable, emotive, and unique.
Tone of voice — The tone of voice you use throughout your branding conveys your brand’s personality, values and purpose. The way your brand “speaks” to its audience should be consistent and recognizable, allowing your clients to build a relationship like with a friend.
It is important to align your visual identity with your overall brand. A great service, a strong product, or a purpose simply don’t convey the whole brand experience. A full experience involves everything from a handshake to a website. The spirit of your brand should be expressed throughout your brand collateral. This enhances the customer experience and connects your brand with the right clients.
A designer can establish the base for your branding, but your audience will truly shape it. Get them involved! If you need help in involving your audience in the branding process, or creating a visual identity for your business, I would love to chat.