This is always an interesting point to get across to new SME clients or start-ups. When I first mention brands to them I usually get a reply like “Oh, if only you were here two weeks ago we could have used you, but our brand is sorted thanks”. So being inquisitive I ask them to discuss their brand and the reply is usually along the lines of “It’s at the printers”.

Now brands are like people; they have character, personality and values.

So how can this be at the printers?

Oh, I see, what you mean, your new logo (corporate identity) is at the printers.

How I look at it is like this, imagine if you were to put a lonely hearts ad in the paper, or online, if you put “GSOH, energetic & professional” these are emotional qualities, the BRAND. If you put “brown hair, plays sport, wears black” these are physical attributes, the LOGO.

Now based on common or easily recognizable patterns from our past experience and understanding we associate certain emotional qualities to the physical attributes, hence why some people can’t distinguish between the two. And you can also see why your logo is an important part to your brand development, but can you also see why your logo can change without your brand values changing and visa-versa.

And like people, brands take time and interaction to be understood, to be loved and in an ever crowded world, they often need to do something wonderful to be noticed.

Also before you can get the logo designed you should know your brand.

Tags: brand, business development, design, logo

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