I was especially intrigued this week by Evan Davis's summary of a strong brand being 'more than just a logo, it's a whole visual identity'. I know, I'm being picky - he was using this as a lead on to the three popcorn chaps - but my instant reaction was 'that's not what a strong brand is all about'!
He is, of course, not the first to get confused about the differences between a logo, a corporate identity and a brand. It's a potentially confusing topic, especially as many people hope they have a brand, but rarely do.
So, let's iron this out simply.
A logo is an icon, symbol or font style that represents your business in it's simplest form.
A corporate identity is the visual aspects that represent the brand, such as letterheads, signage and packaging.
A brand is an emotion or gut instinct about the company. Your brand is not what you think it is but what your audience's perception is.
HEALTHY... FRESH... TASTY... FUNKY... DESIRABLE... SUSTAINABLE... ETHICAL... FOCUSED...
Creating a strong brand does include an effective logo and it does include a fantastic corporate identity but the brand is driven by ensuring that everything that the company does, says and projects fulfils the values, aims and ethos of the overall business.
It therefore goes without saying that you won't have a strong brand without planning at a strategic level. This planning will drive the 'promise' of the company, which is often communicated through the company's mission statement which will in turn drive everything about the way the business conducts and communicates itself - both internally and externally.
Crucially, a brand will only grow strong when the 'promise' is consistently delivered on.
So, do you have a brand? Do you know what people think of your company and does this match with what you want them to think of your company? And if not, do you know what to do to change perceptions?
Having a strong brand reduces the need to compete on price because your market comes to you rather than you chasing them. I'd say that alone makes it well worth the investment in time, funds and headspace!
Credit goes to Innocent Drinks for the use of their logo etc. to illustrate what a great brand is all about!
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