Why You Need A Brand Not A Logo

As digital marketers and graphic designers, we can emphasise on the whole logo thing. There’s nothing better than getting your new shiny logo hot off the virtual press. 

Why You Need A Brand Not A Logo
Giles Taylor writes for W/Brand Design Blog
Giles Taylor, September 14, 2020

The problem is, there is still a lot of fuss around items like this when in fact, branding is more of an all-encompassing thing that your business needs to stay strong. Without paying full attention to the complete branding process, you won’t be in a position to effectively compete online or elsewhere. 

Does branding matter?

So, does branding matter? Or we could rephrase that as ask, how much time, money and manpower should you invest in your branding? 

Going back to the whole logo thing, is your job done when you’ve created something standout and visual like that? Well no, although it’s certainly an integral part to many business’s brands. 

But while a logo and other visual or indeed audio idents provide people with a way of quickly identifying with your brand, it doesn’t add to their experience with you. It’s not the feeling part of your branding and the thing that will get people to relate and place their trust in you.   

What are branding and its purpose?

Branding can work wonders for businesses big and small. From your Apple to your local store down the road that’s branding is distinctive and on-point. Branding is not reserved for the big guys at the top of the tree. 

But if you think of Apple as an example, you’ll almost certainly be able to immediately call to mind both the look and feel of their brand. Also, what it represents to you, and how it makes you feel. 

That gets us onto the brand storytelling bit. Now, this one is a subject all of its own, but it’s worth a namecheck here. Because although brand storytelling has been used for a long time, there’s a renewed focus on it now. 

Why? Because it allows businesses to tell a story, with a beginning, middle and an end, and captivate audiences. It enables people to connect with a brand on an emotional level. And that’s the purpose of branding. To create meaningful connections between customer and business. And to give your company a standout potential. 

What is the branding process?

There are many elements to the branding process. They include logo design, graphic design and website design. The idea is always to create a cohesive look and feel across any marketing materials both on and offline, so people immediately identify with that thing being “you.” All this can be built through social media channels, your website and marketing collateral.

Then there are the other parts that enable you to build that connection. The tone of voice is one. Nailing your business personality is another. Understanding the brand experience, what that is and how it makes your customers feel is another. 

All these things should tie together and give you a complete picture. The great thing is that with all the tools we now have at our fingertips, along with tried and tested research techniques, it’s easy to work your way through the branding process.

If you need help or advice on your brand to set you apart as a personality, not just a logo contact us now.  

Giles Taylor writes for W/Brand Design Blog

Giles Taylor

Giles is the founder and creative director for W/Brand. A graphic designer from Reading in Berkshire, UK, he's a dad with two wonderful children who enjoys walking and playing the guitar.  

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