When I do presentations for clients or groups I
frequently start with a PowerPoint slide that illustrates how a brand is not the same thing as a logo,
tagline, or company/product name. It’s important to understand that a brand is
harder to nail down that any of these things because it’s in the eye of the
consumer. A brand is a gut feeling that someone has about a product, company or
destination. So the understanding of (and enthusiasm for) a particular brand
can vary from person to person. I think most people, especially readers of this
blog, get that by now. However, the importance of a logo, tagline, name and
other elements of a brand’s identity can't be overlooked.
We define Brand Identity as “a brand’s visual, auditory
or other sensory components that create recognition.” For a cosmetic product
the unique and familiar scent can be part of their brand identity. For
United Airlines, the use of Gershwin's Rhapsody in Blue is part of their brand identity.
Let’s face it, for a vast majority of organizations the logo is the single most
visible representation of the brand. Just seeing the logo on packaging, on a TV
or computer screen, on a brochure or poster can influence how people feel about
a brand. Seeing your favorite restaurant logo can make you feel hungry. Seeing
your favorite sports team logo can get you fired up for game day. Perhaps
seeing your alma mater’s logo can make you feel nostalgic for the good old
Brands are supposed to stir up emotions and logos can be
the key to unlocking them. A great logo can do wonders for advancing name recognition and recall. So, while a logo is not the same thing as a brand, it plays a vital role in making the brand successful. Make sure your logo is unique, meaningful and professional.