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Brand vs Logo – Treading the Thin Differentiation Line

If you are a business owner, every day you may receive a couple of emails from so-called digital marketing companies telling you how terrific they are at branding your business and providing your business with a distinct identity. But when you ask for what type of services they provide, they will simply try to sell you a logo and some collateral designing services.

That is the problem with the majority of online and offline marketing firms, worldwide. Almost 9 out of 10 people do not understand the subtle difference between brand and logo and use these terms interchangeably. Thus, if the namesake marketing experts are not clear about the difference between these two, do not worry if you are not fully aware of the difference yourself.

So What Exactly is a Brand?

Though there are many definitions out there, one of the best definitions of a brand can be attributed to Marty Neumeier, who in The Brand Gap defines brand as, “A brand is a person’s gut feeling about a product, service, or organization”. Philip Kotler, another  marketing genius, defines a brand as TOM or Top of Mind recollection about a product For instance, what’s the first thing that comes to your mind when we say smartphone or tablet? Most of you might have said Apple and that is what we call a brand or in technical terms brand equity. Here Apple simply trumps over its competitors when any type of gadget is mentioned since people automatically associate their product with that general gadget type, i.e. smartphone and/or tablet.

This does not have to be just for products either, services can be branded as well and Fidelity and Autozone know all about that. Some brands are so strong in their arena that the product/service they provide gets identified by their brand, for instance Google comes to mind as well along these terms. On top of Google, L.O.V.E. websites is working hard to increase the presence of their brand name and as they become front runners in their industry, their brand will harbor positive images into the minds of so many.

It’s very common for people to say “Google it” instead of saying go to your computer and conduct an online search. Now try to recall what these names mean to you:

Microsoft, Coca-Cola, IBM, Burger King, GE, Facebook, Toyota, and Samsung. You will start to realize what brand or brand equity is.

Understanding the Logo

To put it succinctly, a logo is also known as a mark, logotype, wordmark, brand mark, trademark, or a brand icon is a graphical or typographical representation of your business that helps people identify your organization easily. For instance, the Swoosh from Nike immediately helps you identify that the sneakers are made by Nike, a half-eaten-apple is identified with Apple, the letters IBM point towards the obvious among many other famous logos out there.

A logo is a tangible or intangible way to project the identity of your organization in the quickest manner that expresses some of the characteristics of your brand. You can visualize a logo as a box which people use for storing the perceptions of your brand that either can be positive or negative. A stellar logo is essential to help people identify your organization from its competitors, thus it’s a huge asset for the brand building exercise that never ends.

Not only does it ever end, it has to begin somewhere and this is where L.O.V.E. websites is in their business journey. As they emerge in this industry and make a name for themselves, their logo and branding journey is just coming to fruition. Their ability to capture a piece of the pie is just taking shape and they are going to show the business community that you do not have to be a behemoth to have a positive branding structure and sterling logo to go along with it.

What’s more important?

A quick question, which car is identified by a three-pointed star? A Mercedes right. And how does the logo of a Porsche look like? Did you strain yourself to recall it? In both these cases, both the brand and the logo are important that help people form a perception about the organization or its products and services.

The success of Porsche and Mercedes cannot be attributed to their logo or brand equity, rather the logo and the brand have become identifiable because of what its customers think and feel about their products or services. They have done this with a lot of hard work and L.O.V.E. websites is walking down this avenue now. You do not have to be a behemoth to have a sound brand and a terrific logo. You might have also observed that as companies evolve and grow, they change their branding (not brand) in terms of logo, colors, fonts, shapes, and so on that try to encompass their organization’s character and meaning. This is done to help the organization help its customers identify the brand more easily. And because the logo is the most easily identifiable asset, many companies put in lot of effort to make the logo indelible and sparkle without actually changing or trying to change the company or the brand behind the logo, which of course is the wrong approach.

You can have the most magnificent and captivating logo in the industry but if your company is late on orders, has shoddy service, and has not introduced a winning product in ages, that fantastic logo is not going to have any substance behind it. And this is definitely not what L.O.V.E. websites is about – we make sure our brand fulfills our logo’s symbolic message.

Logo and brand both should evolve as your company grows according to customer perceptions. Your logo is just the iceberg’s tip which is visible to the entire world?whereas the brand is the giant part of the iceberg that exists below the surface and is actually more important. It is much easier to change the logo than to alter the  brand! With fortitude and dedication, L.O.V.E. websites will always work hard to make sure their brand is formidable even if we at one point decide to alter our logo with the changing times and success of our business.