The terms brand and logo are often used interchangeably but your company’s brand is more than just a logo, it’s your business’ identity.
It’s how you communicate who you are to your target audience, it’s how you want your customers to feel about your product or service. Having a strong brand is crucial for businesses to differentiate themselves from their competitors.
What is Brand Identity?
A brand identity is made up of what your brand says, what your values are, how you communicate your product, and what you want people to feel when they interact with it. Essentially, your brand identity is the personality of your business and a promise to your customers
The “Face” of Your Business
Having a brand identity doesn’t just make your product more memorable; it makes your brand more authoritative in the marketplace. A brand that establishes a face, and maintains that face consistently over time, develops credibility among its competitors and trust among its customers.
For all intents and purposes, your brand’s logo is the “face” of your business.
Consistency is what can make or break a brand identity. Although the logo is not the entirety of your brand, it’s a vital element in developing a brand identity because it’s the most recognizable part of your brand. Consistency is key with branding – maintaining the same fonts, colour palettes and logo usage will keep your branding looking as cohesive as possible.