Creating lovable brands: Your logo is not your brand

When businesses (new and old) approach us to help in creating their brand, they usually ask for a logo, a business card, and a website – and sometimes some social media headers. So I’ve realised that most people associate their logo and colours as their brand.

It’s easy to see where this misconception comes from when you look at the origin of the word ‘brand’. The practice of branding is thought to have begun with the ancient Egyptians who were known to have engaged in livestock branding as early as 2,700 BC.

Thus, it originated as a symbol or logo.

The word brand is also defined as:

Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. – www.businessdictionary.com

A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer. – wikipedia

The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products – https://www.entrepreneur.com/encyclopedia

All of these definitions clearly define the brand as a symbol, name or specific feature.

So why am I saying it’s not?

In the 21st century, almost every market is completely oversaturated, and there is little to differentiate between several types of products. Therefore branding is one of a few remaining forms of product differentiation.

Your logo is a visual representation of your brand. But it is just one of many elements that are needed to differentiate your business from its customers.

A brand is, in essence, a promise to its customers of what they can expect from their products.

It appeals to the emotions of its customers by building trust through reflecting what they stand for as a business, and as people. Therefore, the logo is used as a visual representation of their brand. But it is not the brand.

How can you ensure a lovable and relatable brand?

1.Know your target audience

This may sound like a given – but you’d be surprised how many companies do not take their target audience into consideration when building their brand. If your brand does not relate to your target audience, then you will not catch them with your product. There are hundreds of companies selling the exact same products, at pretty much the same price. People choose yours if they can relate to your brand.

2.Consistency is key

You can’t be everything to everyone. Decide what your brand will stand for, and be consistent in how you bring across that message – whether it be through your tone of voice, how your staff dress, or the quality of work you provide. Consistency is what builds credibility and trust, without which no brand can exist. The look and feel of your designs, choice of color, wording, and messages need to be consistent across all channels, from social media, to your website as well as in person.

3.Be authentic

Don’t try to build your brand on something you don’t believe in yourself. The management of the company, staff, ambassadors etc. all need to have the companies beliefs in line with their personal beliefs. A hunter can’t promote a vegan brand… you get my point.

If you feel that your brand could do with some love, make sure to give us a call for a free consultation!

Happy Valentines month <3

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