Some people think that the logo and brand is the same thing with no difference. But in reality the logo is just a visual image of the brand while the brand is the reputation of the company. It is the perception that the consumers have of particular company.

A logo and a brand are entirely two different things but work hand in hand for successful marketing. When both the elements are combined together strategically then the company succeeds in communicating the message effectively. It helps in conveying the values and benefits of the company while at the same time it helps in attracting the consumers.

Let’s have a detailed look on what is a logo, what is a brand and what sets them apart:

What is a LOGO?

A logo is a visual representation of the company that is recognized by the crowd. A logo usually includes a name, a symbol and color and the combination of these three makes the trademark for the company. A logo is a re-designable visual image that gives a representation to brand message and position. A logo, that is well-designed, will evoke emotions from the consumers depending upon the experience that they have with the brand. A logo serves to be a tool that communicates and represent the brand.

The logo is the identity of the brand so it must represent the values and the personality of the company accurately if it has to connect itself with the audience. It should be the true reflection of the brand so that it resonate the perception and views that consumers will hold. If the logo fails to do so then the company will suffer disconnection from its audience.

In essence, a logo must be the only tool when it comes to represent your brand even though it is not your brand but a part of it. Holding such an importance, a logo is worth few hundred bucks that is spent on a professional logo designer.

What is a BRAND?

A brand is the interaction that the consumer had with the company. A brand includes the positioning, the message and communication, the visual appeal, the target audience, and all other marketing activities that affects the presence and the experience that the consumers have with the company, its products and/or services. a brand is actually the perception and the feeling that the consumer have for your business when they come in contact.

One needs to understand that a brand cannot be created by definition as a brand is developed itself even if the company doesn’t want to have one. Only they can tweak and enhance it making it better according to their needs. Knowing your current image helps you in devising new strategies so that you can give a new direction to the brand if required.

All in all, a logo is the visual identity of your business that represents the perception of the consumers giving company a face. While the brand is everything and everything is the brand. All your moves, interactions, the visual representations, your connectivity and positioning, consumer experience are your brand so the businesses need to be very vigilant and careful.

Logo is your corporate identity that communicates the core-marketing message of your business. You dream to be highly connected with your audience and you think that it’s best to be trendy and fashion-chic even with your logo to attract your young audience. Your designer thinks otherwise and there the contradictions start.

Your logo is supposed to last for lifetime and that is why when designing a logo it is best to avoid trends. The logo is the visual identity of your product and it is not advisable to change it regularly, as the potential customers will fail to recognize it every time.

The trends are changing constantly and if the designer follows the trend then soon the logo will become outdated forcing the organization to change it again.

Logos play an important role in representing a company, its products and its nature. They are becoming crucially important in the personalization of the organization giving a face to it. A strong logo helps in building a successful and long-lasting brand as it serves to be a great marketing tool.
It becomes a neck-breaking exercise when one needs an exceptional logo. It is a time consuming and hard working activity. A good logo distills the essence of the company making it unique and different. In addition to this, the designer must have a clear understanding.

A designer must understand that there are certain trends that can be incorporated and others need to be avoided. A designer needs to keep a close look on the color trends. Colors are an important element of logo design as it affects the meaning of the message that is being conveyed. Color trends do not change quite often and that is why they have a long life in design businesses. But other trends like swooshes and Helvetica fonts need to be avoided. Such trends become outdated and redundant. At the time of their popularity, logos incorporating such trends may look slick and smart but the moment these trends obsolete, the logos lose their appeal too.

A good logo is simple in design but it follows five ground principles: unique, relevant, memorable, timeless and versatile.

It is very important for a logo to be timeless. A good logo lasts for years without any major changes keeping its appeal constant over the years. It is quite usual that designers are tempted to incorporate new trends to make the logo unique but it can damage the image of the organization as every company works on long-term relationship with their consumers.

An ideal logo should be able to withstand the test of time. None of us has ever witnessed big brands changing their logo after every few years and none of them has ever used any of the trending design elements. Remember that today’s trendy craze is usually tomorrow’s old news.

Unconditional guarantees are the offers made by business, of returning the money in full to unsatisfied customers. This helps them secure business as well as attract large number of customers.

Often full guarantees are offered in products, as these are machine-made and are very predictable but some companies that provide services like design houses also call for redeemable guarantees.

It is advisable for service providing business not to opt for money back guarantees. Offering an unconditional guarantee as service providers is something that definitely makes you nervous and then you think of giving no guarantees at all. It worsens when you are working as designer you suspect what if few of your clients ask their money back because they don’t like your design work.

And there goes your business down in the drain. Ok, now you are thinking of devising a safe guarantee that will attract your clients as well and will keep your business risk-free.

What makes these guarantees deadly is the unpredictable human behavior. That is a client really wants to believe in you. With his utmost trust, he is asking for your services and relying on your services. The money he has paid makes him more committed and brings him on your team.

And you have completely dedicated yourself to this one project. With your whole-hearted efforts, you dream to complete this project on time and satisfy your client. You made the changes and tweaking that the client wanted but the end result—he called in the guarantee.

All your energies and time was wasted, discouraging you more to work further. Not only this but also making you suffer financially. Money-back guarantees definitely increase your sale as customers find it less risky to consume or enroll for your services. But you also need to understand, you are out there to do businesses and you can’t just keep yourself unpaid after spending hours on the project of unsatisfactory and whiny clients

Unconditional guarantees build up customer loyalty and promises fast feedback but non-serious clients call for guarantees. They may not give you any rational reasons and will not clarify what was dissatisfying.

In such a scenario, failure is for sure and it may also develop a negative image of the company as many would doubt the ability of the company. In addition, it will affect the company’s image that desires to look sophisticated.

In contrast, conditional guarantees that have some provisos will keep the client honest and will make him think twice before calling for it because even getting a portion of what he has paid, the ultimate loss will be his. It will also reduce your financial losses.

So before offering guarantees, keep these things in mind and then captivate your audience with such deals and offers.

A logo is an important part of overall marketing strategy and it is designed to make your company stand out from its competitor. It is used to develop brand awareness in the market so that strong relationship is built with the prospect consumers. If strong brand awareness is put up then the target audience will establish emotional connection with the company. A well-designed logo helps in achieving the target of brand recognition. Many small businesses fail to understand the importance of a logo and may not like to spend their constrained financial resources on it but they may give it another look…

You think logo designing is an expensive thing to do…

The small businesses must not consider their logo designing an expense but an investment. As a logo enables a company develop a strong image of reliability and stability among its target audience. Not only this but also set itself apart from other similar businesses i.e. competitors.

It is an investment that will serve you for the next 20-30 years without creating any losses to your business. If designed rightly, the logo becomes the best initial investment that a small business can make.

A cheaper yet a professional logo designing services can be found if searched properly. This helps the small businesses to make the smallest investment that can be made with a large scale of profits in terms of sales and brand recognition.

Building your brand

A professional logo is the keystone of branding a business and set the stage for launching your brand. The logo that you have will affect the perception that people will have of your company.
It is the logo that builds the image of the company and establishes its individual corporate identity. It makes your brand recognizable and develops a consistent image when the business is marketed.

Explicating your expertise

A logo is an image that communicates the message of your business and if it is a well-conceived and well-designed idea, then it convey the message of being a trustworthy and credible business on which people can rely. It shows that the company is serious about its business and gives proper attention to every details of brand building and will in turn look after all the needs of the customers. A company without a logo is considered unprofessional and incompetent and may drive the potential customer away thus affecting your credibility and integrity.

Rooting your business…

A logo conveys the message of true commitment and obligation towards the clients and customers of your business. It also expresses that the company truly knows its business and has been in the market for quite some time.

It builds an air of professionalism and stability in the market. This also increases the credibility of the business and makes it to be considered expert in its field. It becomes the pride of the business as it appearance, its conceptual meaning, its aesthetics and practicality is developed after thorough research and planning. So, it is very necessary for the small businesses to have a logo so that they can strengthen, improve the quality and increase professionalism of their company.

Calling your prospective clients

A strong logo with strategic marketing efforts will give the business an edge and will set it apart in the business market place. Not only this but it will also make the business memorable. According to the study, 40% people remember what they see rather than what they read or hear. So a creatively designed logo will more likely be remembered due to its strong visuals. It is also important that logo must sustain its consistency in all the marketing materials as it enhances and improves brand recall.

One more thing must also be kept in mind that people judge things through its appearance but if you have no image to portray your business then you are certainly doomed. A logo also affects the purchasing behavior of the consumers, as a good logo will definitely attract the attention of the people.

With so many benefits, that a logo gives to business owners it surely is not a bad area to spend a few bucks on. Therefore, small businesses need to re-consider this platform of investment to establish themselves.

Every month you go to the grocery store and there you find your delicious, scrumptious Kraft cheese pack lying on the rack just within your reach. However, to your astonishment, today you are unable to find it, you rush to the storekeeper for a pack of Kraft cheese, and there he goes, picking it out for you from the very same place…but why didn’t you see it!!! Well, it was because they have revamped their corporate logo that made it unrecognizable to your untamed eyes.
So, what makes the corporate giants redesign their well-established logo?
1. Establishing New Vision and Mission Statement
There are numerous big businesses that are merging up for their financial needs or to build up strong business presence and such companies need to redesign their identity as their missions and visions are amalgamated to define a new one.
These companies have a change in the leadership due to take over, merger or acquisition, which sometimes deeply affects the vision and mission of the company and hence, calls for a new but consistent logo design.
2. Change in the Work Structure
When the company expands and grows, then it may need to rebrand itself that may raise the chances of revamping the logo. This is done so to make the consumer realize that the work process and/or the structure of the company has changed and it promises to be more efficient and more effective in its end result
3. Opening up New Services
Just like Starbucks, you have also decided to increase your line of products or you have opened up new services that are not only an extension of your previous ones but a different line, then you definitely need to make some changes in your logo. When the company opens up a new division, it is in dire need of a new logo as it will communicate about your change in business and also opens up the opportunities with your existing clients as well as bring up new consumers to your door.
4. Expansion In the Target Audience
With the extreme globalization and digitalization you have decided to cross borders and open up yourself in the foreign market. Well a good decision it is, but you need to have a logo that is global understandable and acceptable. The expansion in target audience may also call for redesigning the logo.