Your brand is not just your logo

When you think of a brand you tend to think of the logo, but what else do you think?
Your logo is a powerful communicator, associated with your brand that is used to encourage recognition of your organisation and the many things that make up the brand.

Reputation, image, history, values, the experience, benefits, promise and personality are all of the ingredients of the brand. It takes many years to develop a brand and create that unique experience.
So why do we create a logo at the beginning? How do we know what the brand will be like when the business is just starting?

The logo portrays many elements that you would like to communicate to encourage use of the brand to begin with.
The image of the logo is communicated through various forms with the use of typography, a representative symbol, colours, special effects, dimension, shape, line, form, texture, perspective and it is the application of the logo and all of those elements that begin to form the basis of recognition.

Once the logo is established and begins to be used in promotions for the business, it becomes recognised and people can associate the symbol with a particular organisation.
Through advertising and marketing, we are led to form an opinion on a brand. However, it is not until the customer actually experiences the services or products of the brand that they can actually form a personal opinion and eventually recognise the logo from a different perspective.

For instance, everyone recognises the brand Coke. Whether you like the drink or not, the power of advertising has created an image that this is the drink of fun and the experience you will have when you taste the drink is one of enjoyment. This is a 'feeling' rather than a physical act and is a powerful trigger for recall of the brand. This is why it has worked for so long. It is not the logo that is making you feel this way, the logo is purely triggering the feeling and experience in your mind.
But what if you don't like the product? Does it evoke strong feelings against the brand? Sometimes yes, but once the image message is embedded in your subconscious, it is hard not to think of these when you see the logo.

So when you commission a designer to develop your logo with the intention of building up a brand that is recognisable, consider these elements:

• How do you want your business or product to be perceived?
•  Do you already have an established brand and how is this currently being perceived by your customers?
• What words would you associate with your brand?
• What kind of personality do you want for your brand?
• What feelings do your customers have when they think of your brand?
• Is your branding consistent and easily recognised?
• Who is your brand trying to appeal to?

There are many elements to consider when designing a logo and considering it is at the forefront of all of your promotions, it needs to be strong enough to be able to carry quite a responsibility as the recall button for your brand.