Why Your Brand Is So Much More Than a Logo

One of the biggest mistakes a business can make is not developing a complete brand strategy. Too many brands come up with a catchy business name and a pretty logo and call it a day. 

But there is so much more to effective, compelling branding than just an eye-catching graphic! Read on to learn more about the difference between a brand and a logo and why powerful branding requires deeper messaging than a logo can provide.

First Things First: What Is a Logo?

Simply put, a logo is an image that identifies your brand. Think of the biggest global brands – we instantly recognize their logos, even when there's no copy or content giving us any further context. 

Everybody knows the famous "swoosh" and the golden arches and which companies they represent. These symbols represent Nike and McDonald's in a macro sense, but their defining corporate branding doesn't stop there. Similarly, it's important to remember that your logo is an important piece of your company's branding, but it should only be one part of a much larger, comprehensive brand strategy.

How Does a Brand Differ from a Logo?

Branding is the collective set of messages that shapes an audience's perception about a brand. This includes everything from large-scale website design and marketing campaigns that speak to the heart of your business down to the brand colors, font choices, and tone that together communicate a cohesive message for your customers. 

Developing a compelling, consistent brand message is crucial for growing both revenue and brand awareness. Your logo should be the result of research that defines your target audience, brand voice, and ultimate brand personality. And this isn't a case of the chicken or the egg – when it comes to branding, the logo always comes second!

Here's Why Every Business Needs Both

Here's the reality: even the most perfect, beautifully-designed logos can't give a complete picture of a brand. And they're not supposed to! You must develop a marketing strategy beyond a logo to identify and separate you from an ocean of other brands. It's your brand – the entire ecosystem in which your business operates – that gives the logo meaning. 

Think about it this way: we know that a capital "G" in bold, primary colors represents Google. That colorful "G" matters because of how users interact with and experience the Google brand and what its functionality represents to the user. 

Clear, powerful branding tells the customer exactly what to expect. It offers a reliable experience and encourages return customers. And brand loyalty is the most valuable asset for any business!

At Hausbeck Brand, we know that developing effective brand messaging is essential for your business to stand out among the competition. We also know that this is easier said than done! That's why we roll up our sleeves and work right alongside our clients to bring their brand visions to life.

Want to learn more about how our team can help you level up your brand's marketing strategy? Explore our services and process, or shoot us a message to get the conversation started!

Written for Hausbeck Brand — Forthcoming on company blog