Branding plays a very important role in visually communicating brand and logo offering. It can significantly influence customers’ buying decisions which in most cases, is driven by emotion rather than logic.
A brand refers to the company’s ecosystem that revolves around customers’ feelings or point of view. While the logo serves as a simple form of brand identification, coming in the most recognizable signs or symbols.
On the flip side, a brand is an after-emotion that arises from what people feel, see and taste in their interaction with a company. At last, it saves to say that branding is the way your customer experiences things emotionally.
Table of Contents
- 1 Everything about Branding
- 2 What is the Function of a Logo?
- 3 Could the Brand and Logo Grow Bigger without the Logo??
- 4 More than a Logo, Branding is the Crucial Element in Business
Everything about Branding
The customers frequently count on the color and visual when buying a product. This time, the brand and logo handle the most crucial part in attracting more people to buy.
By comparing brands to humans, we can definitely refer to them as a name identity while branding has to do with their personality, emotion, intelligence or visions. You should effectively communicate your brand story.
Everything from brand identity to logo, packaging, name card and email signature provide online marketing materials. To do effective branding, we should be persistently consistent in building value, trust and credibility.
Branding is emotion, personality and visions that a company wants to convey when customers interact with their products. Over time, it grows to be a character as well as the customers’ diary, compiling their experience about the product.
Given the situation, brand and logo are no longer enough. Take a look at Nike’s famous statement “to bring inspiration and innovation to every athlete in the world”. Further, Nike strengthened the statement.
They constantly emphasize “if you have a body, you are an athlete”. This powerful branding was built much further than the brand and logo thought possible.
What is the Function of a Logo?
Simply put, a logo is a visual identification that helps customers to distinguish your brand from other countless brands. Everyday, each brand competes harder to attract more customers.
Logo is intended to be the face of a company or product. It is meant to visually communicate the unique identity of the brand and what it is entitled to. Hence, each logo belongs to their own design philosophy.
For sure, a brand is an emotional interpretation of a company’s image. The continuity and loyalty process contribute to creating a brand and logo. At the same time, positive perception comes from the finest and efficient service.
It is every company’s goal to positively improve their identity, yet the customers get the grip. There are other general factors such as identity, brand, management and so on that make for the improvement.
A Technique rather than Art
Being considered as the visual symbol of a business, the logo is often seen as a piece of art when it was designed as an instrument. Otherwise, the logo provides all recognizable details to the target market.
A strong design logo is critical to generating customers about the company. In fact, customers remember simple shapes and colors better than text.
To stand out from other brand competitors, you need an outstanding yet simple brand and logo which helps the target market easily recognize your brand.
Influence Purchasing Decision
It is no longer a secret if people buy products over trivial reasons; attractive packaging. Inserting a drawn-attention logo, they probably consider making a purchase.
The truth is, a logo offers a certain perception of a brand to the customers. Regardless of how crucial the customers’ point of view is in creating the branding, a company should direct them to a positive branding.
Define the First Impression
A brand and logo with poor design would significantly corrupt the customers’ first impression. If you are working on a budget, you can compromise other elements but not your logo design.
A logo is expected to be a means of company recognition. No matter how small your business is, use the logo to share your brand’s visions or goals.
The logo heavily relies on simplicity. Excessive elements in your logo would only distract your audience’s focus. Stick to the idea that a logo is capable of creating an impactful representation.
Brand and logo image is better in plain, because both of them are the core of packaging design. If the details are overly complicated, it wouldn’t go well on small sized products.
Rather, the details aren’t clear enough to read. It is also necessary to place the logo on the websites, brochures, name boards and others. Simplified logo certainly goes well with any of them.
Could the Brand and Logo Grow Bigger without the Logo??
The Nike products are a great example of how a logo could be perfectly synonymous with the brand. A logo is best if it is applied to the customers’ experience and perceptions from time to time.
Another brand and logo we can observe is Apple. People eventually coincide with the brand. While the logo develops into different stories, shaping the symbol with unique meaning for everyone.
Similar to an orchestra which requires full instruments to perform harmonious music, a brand is made of elements to work on the visual language, such as colors and typography.
Only when the elements share the same vision that they would work harmoniously together to get the brand stands out. When done properly, the brand can convey their message to the customers.
In the end, a brand is seen as a deliberately created system which is consistently promoted afterwards. So does your logo on the product packaging.
More than a Logo, Branding is the Crucial Element in Business
As you can see, brand and logo serve as the product’s symbolic identification. The logo, however, is restricted to symbols, signs or company’s avatars only.
For that reason, a simple and timeless design is the best approach to make the logo easy to remember. However, an effective brand or logo should represent the product features.
Anything but messy, complicated and unclear design is a lot to understand and remember by the customers. In fact, remembering a logo would contribute much to the company’s effective branding.
Indeed, brand and logo are two different things. Brand is far more complex than a logo. Most logos use symbolic design and represent certain ideas when they don’t mean that much.
Also, the logo is more versatile to redesign while the brand is rarely subjected to a change. If the latter does happen otherwise, a company needs to change their whole business identity as well.
Your brand isn’t established by design, tagline or other visual elements. Rather, it comes from your consistency in aligning visual, service, performance, marketing and other elements that are reflected on your brand and logo.