Here is the simplest way to describe the difference between brand, branding, identity and a logo:
- Brand – The meaning that people attach to your organisation, product or service.
- Branding – The management of a brand’s meaning.
- Identity – The sensory elements that are used to identify a brand.
- Logo – A mark or icon that identifies the business in its simplest form. A logo is not a brand.
So, if your brand is what your customers think of you when you’re not there, how can you change their opinion and try to influence how they feel about you? This is where your “branding” and “brand identity” come into play.
Some key elements that make up brand identity include:
- Your logo
- Colour palette
- Typography style
- Graphic elements
- Different logo layouts and treatments
- Corporate typefaces (primary and secondary fonts)
- A consistent style for images and message
- Sound, touch, smell
Remember! Your logo is not your brand or your identity. There is an entire process behind branding, and only with a good grasp of the emotional aspect and the physical aspect of your business, can you build a brand that will succeed.