Many believe that logos are the whole company brand, but it’s much more.
Logos can help forge a brand in your customer’s mind; however, there is a whole branding apparatus that goes on behind the scenes which includes the general overall experience he has with your company. It is much more than a snappy logo, even though that’s usually what first strikes a customer when searching for you.
With so many brands are out there, it’s hard to distinguish one from another. However, here’s an excellent way to understanding branding.
A friend of mine was in London for school. One day she got a cut on her thumb and went to the local drug store, looking for Band-Aids. Each store she went to said they didn’t carry Band-Aids and she became very upset. She couldn’t imagine that London wouldn’t have a Band-Aid. Finally, she happened on a druggist who asked her to describe this “Band-Aid thing” and when she did, he said, “Oh, you’re looking for plasters.”
If you look on a Band-Aid box, you’ll see it says plasters in small print. Now this is an example of a well forged brand.
How many times have you asked for a Coke and the waitress says, “We only carry Pepsi products…”? Yet another excellent branding strategy.
So as you can see, brands go much farther than mere logo designs, it is about what a customer thinks of when they think of a product.
If you’re looking to start a new company or have an already-established company looking for a change, it’s always good to seek professional advice. Often times, changing branding strategies in midstream can be costly so it’s best to get it right on the first try rather than wasting capital on re-branding over and over.