How many people think they’re one in the same thing? Over the years there’s been numerous articles about the difference between the two but confusion still seems to reign! Brand building is not just about getting your symbolic representation of your business (otherwise known as your logo and how it is graphically applied) out in the public domain, it’s about developing the values and attributes that are inherent in your business – it’s the tone of voice, content messaging and story telling, how you deliver customer service and the customer experience – it’s the impression that it leaves with people, creating a desire to be connected with and form a relationship with it.
Brands can be very complex and you don’t always have complete control over them, because they’re not wholly generated internally. However, your logo and your brand identity is something that you can have complete control over. With a logo, what you see is what you get – it’s an immediate visual representation of an organisation, which a customer may assume certain things about, based on the look of the logo. However a brand comprises multiple layers of experiences, which take time to create and which customers will judge through personal experience, public opinion and the value that they perceive the brand to bring to their lives.
So not wishing to denigrate the creative process that’s enlisted when an organisation requires a logo, developing the brand strategy can be quite complex requiring an extended thought process to ensure the brand values that the business stands for are projected in its visual representation – so it’s a bit of a chicken and egg thing – which comes first? Well as a strategist I would say this, but I firmly believe that the brand strategy always comes before the brand identity, which will include the logo design. If a brand strategy is developed, this will then give the creative guru’s a full understanding of the brand values and attributes of the business and they can then work their wizardry and create a brand identity that brings strategy and creativity to bear. It really is that easy – the difficult thing is to find a strategist and creative partnership that delivers! But look no further, Echo Engage can help you with your brand strategy and with our design partners we can review your brand strengths and weaknesses and develop a strategy to meet your business growth objectives. Call us now on 01934 411246 for an informal chat.