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How your logo fits into your brand

Your logo is the symbolic representation of a specific set of characteristics and expectations that have become associated with your company’s branded products or services. Logos are the visual tags that cause instant brand recognition from your customers; and your customers will form an immediate set of expectations regarding the product or service they appear on.

A logo ensures that customers are not confused about the source of particular products. They encourage customers to purchase those products or buy into those services that bear a specific logo because they can reasonably guess what to expect from it in terms of price, quality, durability, lifespan, and retained value.

As you might have guessed by now, your logo and your brand are not the same thing. Your logo is only the symbolic representation of your brand. Your company’s brand embodies the characteristics and expectations that are associated with all the things your company produces. Your brand identity is the human personification of the values, ideals and beliefs represented in everything that your company does, says and produces.

Though a logo does not in itself create a brand, the design and appeal of a logo, along with how it is used and displayed, will affect how the brand is perceived. It is the first and most easily recognisable differentiator among products and services. An incredible amount of competitive leverage can be gained if a company’s logo is found appealing enough and represents the qualities and values that are important to its target market. However, if a company creates a lousy, unappealing and unassuming logo it can cause havoc to a company’s brand identity.

What message does your logo send out? How does it make you feel? Does it represent your corporate values?