Why Branding Means More Than A Logo

Why Branding Means More Than A Logo

When someone hears the word “branding”, often times a logo is the first thing to come to mind. Sure, a logo is very important in establishing a successful brand, but branding is actually much more than just a logo.

Your brand is the essence of your company or business. Successful branding should communicate your services or industry, goals, and look & feel. It’s essential to communicate these key factors to potential customers; if your brand doesn’t, you may be ignored and overlooked. The goal of a brand is to make a company stand out from the competition and eventually become a household name.

Popular brands are all around us. For example, Nike’s legendary “just do it” (which has now been removed) or even their logo’s “swoosh” is instantly recognizable as one of the leading sportswear companies in the world. You don’t need to see the word “Nike” to know what brand it is.The same goes for Starbucks. Their coffee certainly isn’t the cheapest on the market and it probably does not even taste the best, but customers are in love with their brand. They pick up more customers based on how they are perceived and what they are associated with. The use of their iconic logo and brand colors and the association with warmth, high-quality beverages, and good service keep people coming back for more.

Designers help companies establish their “brand” by creating their public image and making sure it is consistent in every aspect. All designs and marketing collateral must follow strict branding guidelines, making the brand seem established and trustworthy.

Branding guidelines are essentially to help establish a brand. This document establishes the colors, fonts, imagery, graphic elements, placement of elements, etc. of your brand. These guidelines are used throughout your business to help your current and future employees keep everything consistent when they are creating anything that will be seen by your consumers.

If one aspect of a company’s brand doesn’t fit the rest, for example, the website looks like it belongs to an entirely different company, then this becomes confusing to a potential consumer and exposes the fact that this company doesn’t know who they are. This is why it’s important to make sure all of your branding materials look consistent, down to the last detail.

stationery_kit_designBranding materials can include the following:

  • Logo
  • Branding Guidelines
  • Brochures
  • Website
  • Email Templates
  • Stationery
  • Event Materials
  • Business Cards
  • Advertisements
  • Social Media Marketing
  • Annual Reports
  • Packaging
  • Signage

It might seem overwhelming to establish a brand from scratch or rebrand an existing company, so you should always hire a professional. There are experts in branding, who specialize in different areas like brand strategy, brand design, and marketing. They can assist you in making sure your brand is as professional and successful as you want it to be.

To find out more about how we can assist you with your branding, contact us here.


– Stay Creative