BRAND VS. IDENTITY
SO, MARK = BRAND, RIGHT?
Not exactly. The word logo is short for logotype. It’s basically a unique, identifying mark that signals to your audience what you stand for every time it appears. Your logo can create expectations and reinforce perceptions. There’s no debating your organization needs a logo – a visual identity – and a darn fine one, at that. It’s a foundational element to doing business. However, we believe that your company’s brand is even more important.
SO WHAT THE HECK IS A BRAND, ANYWAY?
SAY WHAT YOU DO. DO WHAT YOU SAY.
Stop for a second and imagine a product or company you admire/love/rave about regularly. So many categories, so may choices. What connotations sprint to mind when you think about companies like MailChimp, Adidas, Apple, Patagonia, and Starbucks?
As consumers, we all have companies that we feel a connection with, companies who get us, and are doing something significant beyond just selling merch and services. Products and organizations we’re extremely loyal to, and whom we will willingly evangelize for without incentive or reward. That’s a powerful brand. That’s the mental position we all aspire to reach.
And while it’s not easy, it is certainly attainable. In our experience, brand development is about the organization and the agency being in touch with reality (current audience perceptions) and in sync with each other. It’s not extremely difficult to design a logo, tell a story, and to make a promise. The hard part is getting everyone within the organization on the same page and owning it. Successful organizations with enviable brands go to great lengths to make sure their story, their promise, and their actions ring true across every touch point, every day. Because if the identity and the experience don’t match up as billed, the brand has a real problem that can’t be solved with killer typefaces and motion graphics.