Pop Quiz: Do You Have a Logo or a Brand?

Branding Logo design
image

Ask any number of people the difference between a brand a logo and you'll get a myriad of definitions. Often when a Graphic Impact client refers to "their brand" they're actually talking about their logo. In fact, even a quite a few designers and agencies sell what they call "branding" but in reality they're actually alluding to logo design. So no wonder you may be a bit confused.

Overly simplified, a logo is merely a graphic element, stylized text, or a combination of the two. An organization's brand however, sums up the relationship between their company and their audience. Branding is about the experience people have when they come in contact with you or your business. A quality brand is something that's earned— it's a company's reputation and becomes the foundation for an organization's value in today's marketplace. It takes time to build, but if nurtured properly, its the perk from all of your hard work of delivering a good experience or product to your customers and that's what should set you apart from your competition. The strength leveraged from a logo on the other hand, is to evoke a memory of that interaction and trigger a positive emotional reaction. Your logo is the recognizable representation of your organization's brand— everything you want it to stand for; excellent customer service, reliable products, and a leader in your industry.

Keep in mind that creating your brand and logo shouldn't be treated as a stand-alone process. A strong brand and compelling logo need to be intertwined with a powerful marketing strategy. It will become the "master plan" to project your brand across all appropriate mediums for your target audience. You may think it's enough to pop a beautiful logo on every touch point such as business cards, sponsorships, website, etc. But to get the desired effect, branding and marketing should be working hand-in-hand. The message the marketing broadcasts needs to be unified, consistent and recognizable. That translates to using consistent brand elements; voice, colors, typeface, and design.

So to sum up, it's not brand vs. logo. Your logo is actually the outcome of the branding process. Make sure you recruit a designer or agency who considers all aspects of what makes up your brand. Beware of cutting corners here. Although tempting, a cheap, free, logo may be an excellent bargain but will look cheap and brand you as a start-up. Be willing to invest time and money here. A true branding professional will explore your organization's vision, value proposition, customer experiences and perceptions. It takes skill and training to properly integrate these crucial insights into the design process and develop an effective marketing strategy that communicates your company's unique message and properly position it to drive growth.

  • “As a Chamber of Commerce, it is important to work with companies who are not only professional and trustworthy, but also provide accurate, prompt and courteous service. The staff at Graphic Impact have accomplished all of these traits during our relationship of over 10 years.”

    “Graphic Impact did an incredible job in creating our city map and “Simply Troy” Quality of Life book. It has been a real pleasure working with the professional and courteous staff at Graphic Impact. Even under some of the toughest deadlines the quality is unsurpassed and the attention to every detail makes the ultimate difference.”

    Sabra Johnson, Executive Director, Troy Area Chamber of Commerce
  • I engaged Graphic Impact on several projects that included brand development, marketing brochures and advertisement development. They have consistently exceeded my expectations with creative, timely and competitive solutions to my organization’s marketing needs.”

    Bill Murphy, Assistant City Manager, Piqua, OH, Piqua Economic Development Director, Director of Grow Piqua Now

  • We have been working with Graphic Impact for many years with wonderful results. Our nonprofit has strict national branding standards, and they always follow the set guidelines while offering creative and eye-catching marketing materials. They are quick to respond to our needs and truly work with us to reach our goals while staying on budget and on time.”

    Jessi Graham, Director of Marketing and Communications, YMCA

  • “I have worked with Graphic Impact for over 10 years and can always count on them to be timely and responsive to our needs. Our logo is recognized throughout our community due to branding which is creative and effective. Our marketing portfolio even won second place at the Hermes Awards!”

    Anne Beane, retired Superintendent, Mound Street Academies
  • I appreciate how Graphic Impact continues to help strengthen Chaminade Julienne's branding in our community. Beginning with a logo redesign, the firm's artists have successfully expanded our unique look into an array of marketing materials that strongly supports the school's mission as well as admissions and development efforts.”

    Tina Wagoner, Communications Coordinator, Chaminade Julienne Catholic High School

  • Both the Fairborn Area Chamber of Commerce and the City of Fairborn were overjoyed with the stunning Quality of Life publication that was produced in collaboration with Graphic Impact. The Chamber has received rave compliments on the publication from a myriad of sources and the positive comments continue every time a new viewer gets a chance to pour through its pages.”

    Paul Newman, Executive Director, Fairborn Area Chamber of Commerce

  • The Graphic Impact staff were very attentive in learning about our business and ultimately became quite committed to the mission of the agency. They designed a fabulous billboard and literature campaign for us which carried into a redesigned website as well. We were able to achieve just the look that we wanted and just the campaign that we wanted to run and ultimately succeeded in passing a levy.”

    Rhonda E. Reagh, Ph.D., retired Executive Director, Greene County Children Services

  • As a Chamber of Commerce, it is important to work with companies who are not only professional and trustworthy, but also provide accurate, prompt and courteous service. The staff at Graphic Impact have accomplished all of these traits during our relationship of over 10 years.” “Graphic Impact did an incredible job in creating our city map and “Simply Troy” Quality of Life book. It has been a real pleasure working with the professional and courteous staff at Graphic Impact. Even under some of the toughest deadlines the quality is unsurpassed and the attention to every detail makes the ultimate difference.”

    Sabra Johnson, Executive Director, Troy Area Chamber of Commerce

  • Graphic Impact was able to take the Troy Development Council’s marketing efforts and our TROY OHIO USA logo to an entirely new level. Our directions to Graphic Impact were very simple: ‘Create a set of marketing materials that will make our competition beat a path to your door.’ They did and the rest is history.”

    Chuck Cochran, retired President & CEO, Troy Development Council

  • I picked up the (Troy) Community Book this morning before coming into the office and I really could not put it down. It is really really great! Not only is the content outstanding but even the ads provide excellent information and look fantastic! I know it was a great deal of work but what a success. Congratulations! ”

    J.C. Wallace, President, Troy Area Chamber of Commerce, Troy Development Council