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What is the difference between a logo and a brand?

Many small business owners when starting out get caught up in the pretty stuff, like a logo and a website. Don’t get me wrong this is my core business so I know they are important but what is key is what you want these ‘pretty’ things to communicate? This article will help to explain what is the difference between a logo and a brand.

We can all agree having a logo is a key element to effectively marketing your business – just look at Virgin or fashion houses like Chanel, but what many people don’t consider is the messages or emotions you want to evoke in a prospective customer before you start the designing process. The brand is what people feel about your business, the impression they are left with, the reputation is built into the brand personality not simply the logo.
The reason you want to make this distinction is that you will be able to achieve results that make a difference to your bottom line by determining the message behind your brand. You’ve heard the phrase, “A picture says a thousand words.” This is so true of your branding. The first thing some of your customers will come in contact with regarding your company is your brand. This first impression will last forever.

“Your Brand is What People Say about You When you’re Not Around.”

When developing a new brand or reviewing how effective your existing brand is, there are some questions to ask yourself:
• What do we want to be known for?

    o Is it sophistication, quickness, strength, proven results, expert knowledge, easy of service, creativity

• What core values underpin who we are as a company / business?

    o Integrity, honesty, care, approachable, fun

• What emotions do we want to evoke in our prospective customer?
o Trust, relief, satisfaction, commitment, excitement,

    • Who do we want to attract as a customer? (be specific and niche)

o All single mothers of toddlers living anywhere in Australia who also work part-time and are committed to being strong and healthy but don’t have time to go to gym

    • Does our target market identify with your current brand? (Ask them in a survey)

How do these impact the design of a brand?
A businesses brand elements; colours, typography, visuals, logo, work together to identify and distinguish the brand in the consumers’ mind. Your brand personality leaves an impression that either engages the consumer or doesn’t. What you aim for is a brand identity that communicates your unique voice and that voice speaks directly to YOUR customer. In order to know how to do this you must research and think about exactly HOW you want to be perceived and WHO you want to serve in your business then make sure these actually match, their worlds collide so-to-speak!

Thinking about your customer as well as what is unique about your service will help your designer determine the following;

    o the type images to use in the website, insta feed or marketing collateral
    o the colours and colour intensity used in your brand
    o the font selection
    o the scale of the logo
    o elements used in creating a logo such as lines, repetition, organic shapes versus geometric

All these elements will help to create the perfect brand persona for your business that also attracts that perfect customer. We would also highly recommend you consider how you present yourself in person. As an extension of your brand are you presenting a consistent first impression? Reach out to as stylist to get some advice on this.

One incredible unexpected outcome about doing all this ‘thinking or strategy’ work is that it makes further decisions very easy to make, giving you a feeling of confidence, freedom and a sense of ease.
To explain, if all this ground working thinking and decisions are made about you, target market means the following is pretty easy:

    o what style of photography is needed

      o packaging or products or your ‘un-boxing’ experience

        o what type of content is important to attract your customer and gain social traction

          o where to network

            o where to advertise

              o what to support

                o which physical groups to join or Facebook groups or if this is where your customer is at all

                  o what to say at your networking events to describe your business

                  Essentially with all the foundations of values and target market secured you are free to position yourself and market without stress and indecision.

                  At Confetti Design we do this process with every single one of our clients. It is a magical experience, illuminating and confidence raising. To be taken through this process reach out. Our Clarity Questionnaire will guide you to a position of knowledge, clarity, confidence and power to begin any marketing activity. You can also explore our Clarity Process and read testimonials here.

                  You may also already have a brand and wish us to review it so you can identify where your currently failing in connecting with the right audience. View our Review offer here.

Author - Johannah Barton

Johannah Barton

Johannah is founder and owner of Confetti Design, a leading Melbourne Shopify Agency. Her extensive background in fashion, interior design, sales and marketing contributes to the Agencies great ability and reputation. She creates content that helps small businesses navigate the online space helping them to consider their website as a sales tool.

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