Branding vs. Logo - Understanding the Difference Between Brand Identity and Logo Design
The power of brand identity.
“Tamsin, can you design me a new logo?”
This is a question I’m sometimes asked, by well-intentioned business owners who think that’s what they need to represent their brand. And this is what I tell them; yes, a logo is an important part of your brand experience, but it’s just one piece of a much larger puzzle.
I’m going to break down the difference between a logo and a brand, and explain why having a cohesive brand strategy is so important for your business success.
The difference between a logo and a brand.
Often misunderstood, the differences between a logo and a brand can make the difference between a successful business and a, well, not-so-successful one. They are both crucially important to your business and done correctly, will work together to create loyalty, recognition and raving fans!
What is a logo? The vibe of your business.
Logo: (noun) a design or symbol used by a company to advertise its products
The importance of a logo is crucial - it’s what makes a brand instantly recognisable, a visual mark or symbol that will become representative of the business - the ‘face’ of your brand. There are logos all around us that instantly communicate who they represent (think Nike, Chanel and Apple). As a Brand Strategist and Designer, developing the logo is one of my favourite, creative parts of a branding project and I see it as a way of bringing the brand to life! However, it is a single element in the broader brand identity and therefore, will only take on meaning when combined with your broader brand identity and strategy.
We only feel the way we feel upon seeing one of these logos because of the broader strategy, marketing and communications that surround it.
What is a brand? The emotion of your business.
Brand: (noun) the set of qualities that people connect with a particular product or organisation
A brand is more than a logo, it’s the overall experience and perception people have of a business. It’s not just about visuals—it includes elements such as messaging, brand values, voice, customer experience and emotional connection. It’s essentially how you make people feel about your business. When I work with clients on their branding, I do absolutely no visual development until both the client and I are clear on the strategy - this includes understanding the voice, vision and values of the business along with a deep understanding of their audience and competition. This foundation makes sure that every decision - from creating the visual identity through to how they write, market the business and price their products - is rooted in strategy. It is so much more powerful than ‘just a logo’!
EXTRA READING: Why Good Branding Matters for Luxury Brands
Why a logo isn’t enough.
Relying solely on a logo without a deeper brand strategy behind it can lead to a disjointed or worse - forgettable - business presence. As female founders, we want to stand out in high-end, competitive markets and brands who lack cohesion often miss out on building that all-important trust and connection with their ideal clients. Don’t fall into the trap of believing that a ‘fancy logo’ alone will do the job of branding.
How brand strategy helps your business shine.
In my experience, the strongest, most successful brands have a clear strategy and more importantly, create an emotional connection with their ideal clients. Your brand strategy has the power to really make a difference in the growth of your business when applied to your marketing and communications and combined with an aligned logo, cohesive typography system, colour palette and website experience, will stop your dream clients in their tracks and they’ll know your business is exactly what they need.
Branding vs. logo - a real-life example.
Jasmine from Sugar & Stories, a high-end wedding cake designer in London, came to me in need of a full rebrand. Her business had evolved so much since she started, and she was using a template logo which was purchased over 8 years ago. It no longer reflected the exquisite quality that her work had become known for, it was completely out of alignment and this showed when she was getting pushed back on pricing from potential customers who presumed her brand was something it wasn’t.
Before
After
We worked together to develop her ‘Brand Foundations’ - a document that includes her vision, values, voice, mission, differentiation to competitors, an analysis of her audience (and how she wanted to make them feel), her messaging and value proposition. This document not only informed the design process but will be used by Jasmine going forward in every element of her brand messaging and communications.
The result was a brand identity that was timeless, romantic and elegant but more importantly, aligned with the values of the business. Within weeks of showcasing the rebrand, Jasmine was receiving enquiries from her dream clients and venues and was ecstatic - it’s just SO powerful!
Is your brand ready to evolve?
I’d love for you to reflect on your own branding for your business. Do you think your logo and brand are truly communicating what you want to your ideal customers? Are you helping them feel emotionally connected to your brand? Branding is so much more than design, it’s about building a business that aligns with your goals and attracts your dream clients.