Your Logo Is Not Your Brand
Branding is one of the most misunderstood aspects of marketing. Often confused with logo design, branding is typically half-baked and ineffective. So, what's the difference?
Designers Make Logos
A logo is a distinct mark that represents your brand. If you think of your business as a person, the logo would be the face. When used correctly, a logo promotes brand awareness through consistent and deliberate use.
Reputations Build Brands
A brand is a reputation. Brand assets (logo, website, business cards etc), company values, business decisions, and messaging all combine to crystallize a company's brand. Thinking of your business as a person, the brand would be the personality.
Successful brands aren't built overnight, but these general rules of thumb are a good start.
// Be Distinct
What sets you apart from your competition? Learn to leverage your unique selling proposition.
// Be Consistent
Trust is built with consistency. Consistent brand standards establish a familiar impression for your customers, which leads to increased trust and brand loyalty.
// Be Authentic
Effective brands must also convey authenticity. When your customers know and trust your brand - they'll choose it first.
What Are Brand Guidelines?
Brand guidelines are a great tool to ensure consistent and effective brand positioning for any application. Guidelines help define brand standards for an organization to follow both internally by owners, and staff, and externally by partners and vendors. This ensures that the feeling and impact of your brand is never compromised.