A logo and a brand – what’s the difference?

What’s the difference between a logo and a brand?

Well, there’s quite a considerable difference between the two. Most people think they are the same thing, but actually they’re not. A lot of people enquire about just a logo too, when what they really need is a brand.

A logo is…

• Your business name, symbol and strapline designed into a visual element.
• An emblem/mascot of your business.
• Specified colours.

A brand is…

• Your business.
• Your business’s values, vision, objectives and voice.
• The emotional and physical relationship your customers can relate to.
• The experience you give your customers, in meetings, the work you do for them and the service provided.
• A memory that connects customers to you.

So now we know what the difference is between a logo and a brand – what’s their connection?

A logo projects the relationship a brand has with its customers.  A brand takes you back to its logo every time. Every piece of marketing material online and offline, every piece of branded material, every experience that a customer has had with your business takes them back to the business logo.

Every brand is out there to make a mark on its target audience. They only way that will happen is if they share the same values and can relate to one another. This can’t be done with a logo on its own. A logo is connected to something much bigger  – the relationship it has with its customers, which the brand.