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  • Graham King

What is the difference between a logo, identity and branding?


As a business owner you are bound to come across the words logo, identity and branding. In addition there are a whole lot more design related terms as well, but these 3 are key to forming a well-established company.


Unless you are a marketing professional, these branding terms can become confusing, but why does it even matter? It matters because your logo, identity and branding, when combined, creates a clear representation of your company. If they are disjointed your brand will not be recognisable, your credibility will be questioned and you could lose trust in the market, resulting in loss of sales.


Let’s consider what each of these terms represent:


Logo


A logo is the graphic mark or visual symbol used to identify a company. A great logo is simple and memorable, so you can be instantly recognised. Most logos have two unique parts: the logomark (icon/emblem) and the logotype (the letters).

Other types of logos include:


Wordmarks

The business name written in customized typography


Lettermarks

The initials of the business, commonly used when the full business name is long


Combination marks

A symbol and text used together. They may be stacked, placed side by side, or the text may be incorporated into the symbol.


Identity


The identity is the collection of all visual elements that a company creates to portray the right image to its consumer. It is also known as brand identity or corporate identity.


Your identity includes:

• Logo

• Brand colours

• Brand fonts

• Signage

• Website and social media

• Product and packaging design

• Corporate materials (letterhead, business cards, company profile, etc.)

• Marketing collateral (banners, flyers, gazebos, flags, display material, etc.)


Maintaining a consistent and connected identity across all of your marketing efforts is essential. More established businesses have brand guidelines which clearly specifies how the identity of the company should be applied across a variety of mediums.


Branding


Branding is the overall perception of your business. It is ultimately what people think about your business based on what they see, hear and feel as a result of your marketing.


Whenever people engage with your business at any touchpoint – including your logo and identity – it feeds into your branding.


Viewing your business from the eyes of your customer is a great exercise to get an overall understanding of what the brand perception for your business is.


What do people see, hear and feel when they:

• Visit your store

• Visit your website

• See, watch or read a post on your social media platforms

• Hear an advert on radio or see an advert on TV

• See an advert in the newspaper

• Pick up a brochure

• etc.


Is your branding consistent and will you business be recognisable across all platforms of communication?


Why is this so important for your business?


Knowing the difference between these key design terms will empower you as a business owner to ensure that they work together to create a clear visual representation of your company.


With the right logo, identity and branding in place, you will create a consistent look and feel for your business to help you stand out from the competition.


Need help with your logo, identity and branding?


We have been working in the marketing industry since 2009 and can help your business develop a winning branding strategy


Contact us to learn more.

#customermarketing #entrepreneurship #marketing #targetmarketing #strategy #digitalmarketing #businessowners #smallbusinesses #smme #southafricanbusines

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