There seems to be some genuine confusion when it comes to talking about a brand and a logo. There are many people out there, businesses and designers included, who think that they are both the exact same thing. When someone talks about their brand, they are often times talking about the logo that their business uses, which is actually pretty off base about what a brand really is. Let’s take a look at the two so that we can show how both are important, but how building a brand will help your business grow that much faster.
The best way to break all of this down is to try and think of the logo and the brand in terms of a traditional store on the high street. When you approach the store, you may be attracted to the exterior design and how it looks in comparison to the stores that surround it. It is that initial attraction that pulls you in and draws your interest. That is essentially what a logo does. If properly designed, it will stand out in the crowd and make you like that company a little more.
Once you step inside that store on the high street, you quickly notice that the items that they sell are pretty poor, and that customer service is almost non-existent. Suddenly, that glitzy exterior loses a lot of it luster and you end up with a pretty bad feeling about the business, probably vowing never to return. If a company delivers a great logo, but does not take the time to build their brand, they are essentially making the exact same mistake as that store. Yes, the logo will help draw attention, but without creating a positive emotional reaction once they lure the customer in, they are doomed.
When you first put that new logo over your door or on the header of your website, you re essentially open for business and ready to build your brand. That part of the process comes once customers get an idea of what you are about. The brand is all about creating a positive emotional response to what you deliver, and it almost always boils down to what you do to make the customer feel good about spending their money with you. When you see a business getting positive feedback and reviews, it is a sure sign that their brand is being built.
Negative reviews and feedback can kill a brands, even when that shiny logo is still as bright as ever above the door. The fact is that what people think about your business is a whole lot more important than what they think of your logo. As such, while it’s definitely a good idea to invest in a professional logo, you also have to take the time to make sure that you build your brand so that those happy customers will keep on coming back for more, over and over again.
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