Brand, Identity, Logo: What's the Real Difference?

Confused about the difference between a brand, identity, and logo? Don't worry; it's pretty normal, especially if you're new to all this marketing stuff!

In this blog post, we will break down each of these terms so you can understand what they really mean.

Alright, let's break this down into simpler terms.

A brand is like the reputation your company has with everyone else. It's what people think of your company based on their experiences with it. Your brand isn't just your logo or your business cards or your website. These are all parts of your brand's identity.

For example, Spirit Airlines's logo and identity haven't changed since 2007. However, the airline is constantly criticized for its misleading fee system, strict size limits on carry-on luggage, and uncomfortable seats. So their logo, which has stayed the same, now reminds people of those bad things instead of their low-cost flights.

On the flip side, Patagonia started out as a company that produced climbing gear. It quickly expanded into the clothing market and is globally known for its high-quality products and commitment to environmental and social responsibility.  

Brand identity is sort of what it sounds like. It's defined by things that make your brand unique, like fonts, colors, tone of voice, and style. Just like a person, your brand has unique features that show up on your website, social media, messages, logo, and so on. The goal is to keep these features consistent so people can recognize your brand every time they see it. If you're always changing how you appear, no one will remember who you are and what you stand for.

A logo is a picture or design that represents your company. It's a part of your brand identity. Without a consistent context and experience, it doesn't mean much. But once it becomes linked with the positive feelings people have about a brand, it becomes super powerful.

Imagine your brand as a giant galaxy. Most of it is like dark matter. You know it's there, it's super important, but you can't actually see or touch it. Your brand is basically the story your business tells and how people react to it. It's like a group project between you and everyone who interacts with your stuff.

Just like in any group project, you don't have full control. You start off doing your part - choosing a specific audience and using certain designs and marketing tricks to appeal to them. But then, it's time for teamwork. As people interact with your company, they'll start feeling a certain way about it based on their own experiences. You'll need to adjust to these feelings, either by trying to change them or by using them to your advantage. It's like a never-ending ping-pong match. It might sound difficult, but there are a couple of things you can control:

  1. Be Clear: Know what your company is good at, figure out who might like your stuff, and tell your story in your own unique way. Don't over-promise or hide the main point. Be honest about what you can do.
  2. Deliver: Keep your promises and do a good job. Always offer an experience that matches up with your brand's story.