Isn’t branding just a logo?
A big misconception is that branding is just a logo. It’s an understandable one, as for most people, a brand is only recognised by its logo. In reality though, a logo is not a brand rather a symbol for it. A brand is much more.
It’s a whole ecosystem that covers every aspect and operation of a company. Branding is about the strategy behind your visual identity that guarantees that you properly express who you are — the why, what, and how of your company. The essence of a company’s brand is an entire experience, it lies in the emotional resonance. Through a brand we create a kindred connection between the people you want to serve and the heart behind your business, reinforcing a sense of belonging, a reputation, a relationship and an experience for the consumers and employees. So not merely a visual representation, we can say the brand is a comprehensive embodiment of who your company is, what it stands for, its distinctiveness, its audience and the tone it sets. A good brand has the power to build loyalty that no swish logo ever could.
A logo then serves as a unique mark or symbol for your brand. Along with colour and typography, it is a visual facet. It should represent a brand’s fundamental characteristics, though it acts to identify rather than explain or sell. A distinctive and well-designed logo provides a solid foundation for developing effective branding. It can spark imagination and convey a brand’s messaging. However, it’s the entire branding that serves to build an image in the minds of not only consumers, but staff, associates, and suppliers as well.
At GCS, before we begin a project, we run an extensive brand workshop that aims to get at the heart of who clients are, why they do what they do, how they are different from the competition and how they serve their clients. This strategic framework of the brand will then inform the visual identity and emotional connection we embark on communicating. We consider good branding to be the cross section of strategy and creativity, its foundations built upon identity, trust, perception, consistency, connection and emotion. With strong branding, you can be specific about your values and hence engage customers at every touch point.
Ready to explore? Drop us a line here.
It’s a whole ecosystem that covers every aspect and operation of a company. Branding is about the strategy behind your visual identity that guarantees that you properly express who you are — the why, what, and how of your company. The essence of a company’s brand is an entire experience, it lies in the emotional resonance. Through a brand we create a kindred connection between the people you want to serve and the heart behind your business, reinforcing a sense of belonging, a reputation, a relationship and an experience for the consumers and employees. So not merely a visual representation, we can say the brand is a comprehensive embodiment of who your company is, what it stands for, its distinctiveness, its audience and the tone it sets. A good brand has the power to build loyalty that no swish logo ever could.
A logo then serves as a unique mark or symbol for your brand. Along with colour and typography, it is a visual facet. It should represent a brand’s fundamental characteristics, though it acts to identify rather than explain or sell. A distinctive and well-designed logo provides a solid foundation for developing effective branding. It can spark imagination and convey a brand’s messaging. However, it’s the entire branding that serves to build an image in the minds of not only consumers, but staff, associates, and suppliers as well.
At GCS, before we begin a project, we run an extensive brand workshop that aims to get at the heart of who clients are, why they do what they do, how they are different from the competition and how they serve their clients. This strategic framework of the brand will then inform the visual identity and emotional connection we embark on communicating. We consider good branding to be the cross section of strategy and creativity, its foundations built upon identity, trust, perception, consistency, connection and emotion. With strong branding, you can be specific about your values and hence engage customers at every touch point.
Ready to explore? Drop us a line here.
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