The Difference Between a Logo and a Brand

A logo is recognizable. A brand is memorable.
A logo is important. A brand is imperative.
A logo designs a business. A brand sustains a business.
A logo is viewed. A brand inspires perception.
A logo represents. A brand communicates.
A logo is affordable. A brand is priceless.

A Logo Has A Job To Do

A business logo has a job to do. Namely, it should set you apart from your competition, position you and your company as a professional in your industry, and it should also “speak” to your target market. In short, your logo is not about you, it’s about your customer. Granted, you should like your logo. But the most successful logos are those which identify with your target audience.

Logos are often the first impression that most people have of your business. When you have a business logo, it appears everywhere: web sites, social media, business cards, marketing materials, packaging, etc. The fact is that your logo ends up in front of your customers more often than you realize – it is the single most prominent reflection of you and your business.

Before you begin your logo design project, consider these important factors:

The First Rule in Designing a Successful Brand

I occasionally have breakfast at a local cafe near my home. We live in a small town, so it shouldn’t come as any surprise that most of the cafe’s patrons are locals. Because we all know one another (if not very well, then at least to a fairly good degree), we generally have a good understanding of what one another does for a living.

This morning, I had breakfast at the cafe counter with Dave (not his real name), who is an engineering consultant. Dave and I have exchanged hundreds of conversations over the years, so I naturally assumed by now that he understood my work and craft. Today, we were politely comparing the analytics of our work, when he surprised me with the following statement: