Do you have a logo or a brand?

Photo: Caleb Ekeroth

Earlier this week, I met with a new client to launch a new brand to market. In hopes to save time, they suggested we negate the brand strategy, and go straight to developing the logo design elements. As a “brand strategist,” I did not shriek at their suggestion, but admitted I defend brand strategy “kinda” often.

So here it is... if you cut brand strategy, you have a logo, not a brand. And we all know a logo without legs can’t run our branding. 🙂

A logo and a brand are actually two very different things.

What is a logo?
A logo is an easily recognizable, reproducible design element, often including a name, symbol, specified colors and trademark. It is a quick, visual representation of a brand’s message and position. A well, designed logo should evoke some memory or emotion from the viewer depending upon their relationship with the brand. A logo is a tool to help communicate a brand and represent a brand.

What is a brand?
A brand is every touch point and every interaction. A brand encompasses the positioning, the messaging and communications, the visual design, the target market, the voice, the marketing and promotions, the presence, and the experience anyone has with it when they come in contact with your business anywhere.

Not sure if you have a logo or a brand? Take a three-minute test:

Grab all your marketing materials, cover up your logo, and see if you can honestly tell what type or who the business is.

Christina M. Haakenson
Founder & Brand Strategist

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