23 Nov Do I need a brand or a logo?
I have always been fascinated about the little things in life like how we make friends. You just talk to someone and trust is developed over time. Real friendship is not about the way the person looks on the outside only, its that inner spark that makes the person who he is that attracts you to that person and in business trust is everything. You have to make people trust you and that is what your brand is all about – trust. You buy that shoe from the mall not because it is the best shoe in the world but because you trust the manufacturer.
Lots of small businesses and start-ups especially, come to me and tell me that “Hey I need a brand. Can you get me a nice logo? Nothing fancy.” I often give them a “do you know what a brand is?” kind of look and sit them down to explain a few things to them. First of all a brand is not just the logo. I know they sound similar but there is a huge difference. A logo can be created but a brand is born. Still doesn’t make sense?
Let me use this illustration to explain it better. I was invited to a program by a friend and she handed me a small A5 flyer. I looked at it and being a designer started to analyze it unconsciously. All I can tell you is that if I was to grade that work I would give it at least 95%. The colours were in harmony, lettering neat, easily legible and orderly, images in HD and very relevant. It was just on of those works which you try to find a fault with but to no avail. So the day of the program came, I got dressed and as I was approaching the venue images of the flyer just came rushing to my mind. I took my seat, looked around and wondered if I was in the right place. Nothing on the flyer was evident at the venue. They had created a perfect flyer but had given birth to something else. A brand is actually the spirit of an organization and just like a spirit, it isn’t tangible. The logo is the express image or the heart of that intangible brand.
A brand is actually the spirit of an organization and just like a spirit, it isn’t tangible. The logo is the express image or the heart of that intangible brand.
So back to the guy who just wants a logo, I had to sit with him, talk, ask questions just so that I can get to see the heart of his whole business and then I could create his logo for him out of what I got from our talk. Jesus said something which I think will help explain further, Philip, one of Jesus’s disciples wanted to see God so he asked Jesus to show him the Father and he will be satisfied (As if Jesus wasn’t enough) so in John 14:9 Jesus saith unto him, Have I been so long time with you, and dost thou not know me, Philip? he that hath seen me hath seen the Father; how sayest thou, Show us the Father? The father here can be likened to the Brand and Jesus the Logo. If you see the logo you have seen the brand because the logo is an expression of the brand. Jesus goes on to say that I and my father are one John 10:30. So give birth to a great company from within and then you can extract a logo out of it.
So whenever you want to get a ‘normal’ logo for your product or service, think first of the fact that you are creating a whole brand which people will come to love. Take time to let your logo express the heart of your brand.