Why do YOU NEED A BRANDING and not JUST A LOGO
If you have read my post about the Branding Basics, you would have known that we at Lollipop Creative Studio is a firm believer that every business should have a brand. Whether you are a psychologist, a coach or an online shop, you need a brand.
But we are also a believer that you need a brand, not just a logo.
Before we start, here are some definitions:
A logo is a recognisable mark or symbols that is used as a business identification. The term Logo is Greek for word, it is short for logotype, deesign speak for a trademark made from a custom lettered word.
A brand is a person’s gut feeling about a product, service or company. You can’t control the process but you can influence it (Marty Neumeir, The Brand Gap).
A brand is the emotion that someone feels, see, or tasted when they interact with your company on any level.
WHY IS BRAND MORE IMPORTANT THAN JUST A LOGO?
Have you ever come across a logo that you look a like of, and then decide to visit their website or their shop and feel that everything else is misaligned? Does it influence your emotion when you see a service who don’t really talk to their customers, or don’t show what their personalities are?
Every elements on how the business present itself online and offline and communicate will impact their decision to interact with you. It helps people to perceive how you treat your customers, how you hold your values, philosophies and beliefs.
Although the best logos are typically the best brands, it is possible to establish brilliant branding with a mediocre logo. Branding is much deeper than mere visual representation. However, use discretion; many logos are simply too unreliable and amateur to support an effective branding strategy.
SO WHY DO WE RECOMMEND VISUAL IDENTITY PACKAGE INSTEAD OF JUST LOGO?
When all your marketing communication (This can be your business card, flyer, email signature, website and more) have the same colours, same pattern, same voice, people will easily remember you. This brings a united and clear message to customers, future partners and their competitors.
A consistency branding helps your customers to trust you. The brand must be spot on before they can begin to trust you. Branding ensure that your voice will be resonate to your target market, the colours will influence their psychology and everything else that you do on your communication will help you achieving your business goals.
All your interactions will be designed toward your values, your passions and
A good branding will create customer loyalty. Loyal customers will continue to support you in good and bad times. They will spread a positive message to people they know. Their influence will introduce new people to your company.