What is the difference between a brand, logo and identity?

What is a brand?

The Brand Gap by Marty Neumeier defines Branding as ‘a person’s gut feeling about a product, service or organisation.’ It is the relationship that your product/service has with your customer. Branding has to be earned as it is the trust that is built between the two. It is more than just a symbol on a page and it is what makes you unique and gives your product or service it’s competitive advantage.

More often than not when people refer to their Brand what they really mean is their logo.

What is a logo?

(also known as logotype, brandmark, mark, icon)

Is the symbol used to encapsulates your brands message. A logo is made up of words or words and images. It is used to identity your product/service and to differentiate it from your competitors. Whilst a logo encapsulate your brands message it cannot represent everything about it. Instead it is the key to identifying of your product/service.

So what happens when you apply your logo and your brand to your product/service. This is where your identity comes in.

What is an Identity?

Is the overall visual look of your business. The devices used to create your identity include the logo, fonts, colours, images and tone of voice. These are then applied to items such as your website, stationary, signage, brochures and packaging.

Why are all three important?

All three work in synergy and you cannot have one without the other. All businesses need a Logo, a designer will develop your Identity alongside your logo and the application of your logo and identity across your products/services and marketing creates your Brand.