Simply put, a brand is not a logo; a logo is not a brand. So, then what is a brand?
Dictionary.com defines a brand as "a type of product manufactured by a particular company under a particular name." However, a brand is more than just a product or a name. There are a handful of books, podcasts, courses and more out there telling you otherwise. In fact, several specialize in branding and attempting (successfully I might add) to redefine the perception of branding by challenging a dedicated group of professionals.
To really help shed some light on "what is a brand", think of it like this. A brand is a person's gut feeling about a product, service, or company. That is pretty much it right there. A gut feeling. A brand also fills the gap in your mind for a particular product, service or company. A tribe mentality if you will. This is often referred to as Onlyness. Meaning, Cadillac is the only car manufacturer that fills my need for luxury cars. Or, Kitchen Aid is the only company that can produce high quality countertop mixers.
When you think of a particular product, service or company - what is the onlyness that comes to mind. What is your gut feeling. Would you be satisfied buying a Garmin watch knowing that you have been a dedicated Apple customer for over ten years and you just have to own the new Apple Watch? What is your gut telling you when you think of choosing one car over the other. If you have ever encountered excellent customer service for a cellular phone service provider, would you make the switch to a company you only heard a few things about?
Brands are created by customers, not by companies. A brand is not what a company says it is but what customers say.
From the very experience you have with a brand to the product, service or whatever. You are defining what that brand is. If you say they are the best, others will begin to believe that they are the best. And over time, that tribe mentality will take over and draw in more people.
On the other hand, a logo is a symbol or design that represents a business or organization. A logo is an image, text, shape, or any combination of these that portrays the name and purpose of a company or person. A logo is essential for several reasons, mainly because it makes a great first impression, helps create a brand identity, gives a company a symbol for people to remember, distinguishes it from competitors, and fosters brand loyalty.
When you are first introduced to a product, service or company you often remember the experience first and the logo second. Followed by colors, names of staff, etc. Basically, you filter out what is the most important and dump the rest. So, with excellent service, I may not need to recall the name of the person who helped me, but I will want to recall the logo. Like Apple, Best Buy, Cadillac, or any other brand out there - these logos are recognizable almost immediately.
Something I was always told was that if your logo can't be recognized on a golf ball, it probably needs to be redone. And there is a lot of truth here. But, my arguement would be, what kind of logo? A brand mark, icon, text or something else? So long as it is recognizable, does it matter? I'll let you decide that.
Regardless, a logo is often a person's first impression of a business or brand. Companies have a limited time to capture customers' attention after all. Hence the lack of importance in knowing someones name. A well-designed logo can pique their interest and encourage them to learn more about a business or its products and services. Basically, forcing you to think if that particular business is worth your time and if they can fulfill your needs at that very point in time.
As a brand evolves, a logo becomes essential to its identity. It helps customers make an emotional connection to the brand. The unrecognizable brand loyalty that every company strives to achieve.
In conclusion, a brand is not a logo; a logo is not a brand. A brand is a person's gut feeling about a product, service, or company. A logo is a symbol or design that represents a business or organization and serves as a point of identification and a recognizable symbol.
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