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Thoughts

Why a brand is so much more than a logo

By Mark Buttress | July 1, 2021

A logo says so much about a business. It’s the first impression that should leave a lasting impression. With a quick glance, it should communicate many key aspects of the business – their vibe, their tone, their way of life. Over time, it absorbs meaning and becomes more and more valuable.

However, having a great looking logo is all well and good but without a defined brand strategy to back it up, it’s the equivalent of having a really nice looking car without an engine or any fuel – it looks great and will get some attention but it isn’t going anywhere any time soon.

Remember

A brand is so much more than a logo! It’s the style, colours and fonts, the advertising, pitches and networking, it’s the actual product you sell or the service you provide, it’s how you communicate your value and culture. It is also a strategically united front to communicate your unique perspective and the approach you take with your market.

When it comes to looking at your brand it is important to work out what part of the journey you are on. Are you right at the beginning wanting to create a brand? Re-evaluating and looking for a brand refresh? Or perhaps it is time to rebrand entirely?

Branding – this is normally the starting process for any new business. 

Brand Refresh – your business has evolved, you may have some inconsistencies within your brand or you want to refresh to reflect the market you wish to target following a brand review.

Rebranding – you may have merged with another company, changed your product or service or something has changed within your business that requires you to reconsider things, perhaps you want to target a different market.

A great example of a rebrand – Airbnb

Why Airbnb rebranded

In 2014 Airbnb rebranded; within 2 years of the rebrand revenue at Airbnb increased by 80%. The continued growth and success of the company is not the result of a new logo, but the rebrand allowed the company to project a new image and fulfil their global potential.

What is your brand? It’s not just your logo. It’s the style, colours and fonts, the advertising, pitches and networking, it’s the actual product you sell or the service you provide, it’s how you communicate your value and culture.