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Logo, Identity and Branding - Orleans Marketing Group

Logo, Identity and Branding

Most small business owners understand that a logo is an important aspect of marketing their company or product. Fortunately, in today’s digital world it couldn’t be easier to find a company that can create a professional logo at an affordable price. Just search the term “Professional Logo Design” and you will find over 150,000,000 listings on Google alone! Also, there are thousands of logo design companies online, many of which perform excellent work and provide outstanding service. But what most business owners don’t understand, is that a company logo is not really its true identity. Logos identify businesses in only their most basic form. A company’s brand or identity is something that is significantly more complex. Branding, identity, and logos are all uniquely different, but collectively they create a perceived image of a company (or product).

So what does logo, identity, and brand mean? Well, again, a logo identifies a company in its most basic form using an icon or mark. A company’s identity is based more on visual elements, colors, textures, and patterns. It is the “look” of a company. A brand triggers an emotional response about a company or product, which is why we consider it the “feel” of a company. Collectively, they are the “look and feel” of a company.

A Company’s Logo

The purpose of a logo is to symbolically identify a company or product. Usually, it does not express anything about the company nor does it try to sell anything. Successful logos are positively recognizable and memorable. A logo is the avatar and symbol of a business as a whole.

A Company’s Identity

A company’s identity can play a prominent role in the overall image of a company. As stated earlier, a company’s identity is a visual, it is the “look” of a company and this “look” is has a set of guidelines. These guiding principles ensure that the identity of the company is consistent and helps the brand to become recognizable. Some elements of a company’s identity include color palettes, fonts, textures, measurements, etc. A company’s identity encompasses many visual mechanisms including a company’s logo, stationary, marketing materials, apparel, signage, packaging, etc.
All elements that make up a company’s identity should support a company’s brand. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark.

A Company’s Brand

Of the three, branding is without a doubt the most complex, difficult, and time consuming. Branding is a company’s promise to its customer. It defines expectations, and it should be something that differentiates a company from its competitors. Branding is who you the company, want it to be.  In contrast, a company’s brand is what the people perceive you to be. It is something that may be created or built by a brand designer, but ultimately a brand or corporate image is determined by its audience.

The central idea behind having a ‘corporate image is that everything a company does, everything it owns, and everything it produces must reflect the values and objectives of a company. Branding can not defined by a company’s logo, colors or fonts. Instead, it is what a company believes, stands for, and why it exists.

If you are a business owner or marketing manager and need help with branding your company, contact OMG Marketing today at (866) 906-4056.

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