Design

What is the difference between logo and brand?

For most, they are the same thing. For others, they are indistinguishable. Let’s find out together the difference between logo and brand.

What is brand?
Your brand is basically how you define your product\service to the market. It is all about differentiating what you offer in the eyes of the consumer.

Which means, using all branding elements to form one comprehensive brand identity. These elements can include: logo, name, slogan, character and more.

Ex: Starbucks
The brand Starbucks has very a distinctive personality\brand identity that sets it apart from competitors.

Name
Every brand’s name should have a story behind it. Starbucks is no exception. According to Culinary Lore, Starbuck was the name of the first-mate of the whale-ship, Pequod, the ship in Moby Dick. The founders of Starbucks are English and History teachers, hence the literary connection.
Logo\Design
The design elements of the brand identity include the brand’s symbol, color and lettering. The Starbucks logo is one of the most recognizable logos in its industry. Its green, white and black design is a staple for coffee lovers.
How does the brand’s image affects its value?
 

Do you sometimes feel as if the Starbucks coffee is a bit overpriced?

What a lot of people don’t know is that the consumers are the ones who actually dictate the pricing on any brand. The more demand and positive reviews there are on a product, the more likely it will increase in price.

As long as people are buying, prices are going to go higher.

That’s why Starbucks’s net worth is estimated by $80B, according to Go Banking Rates.
So, brand equity…
It is the brand’s value, determined by the consumer’s perception and experience with the product\service.

Brands who have highly positive image usually possess the highest brand equity in their niche. A positive image can be spread in the market through working on brand awareness, brand quality and customer loyalty.

What’s the difference between logo and brand?
As we already established, brand is many elements that define a product\service, including its logo.

A brand consisting only of a logo is not really a brand. It is only a part of a whole identity that is constituted through many parts to convey a certain message or value to the consumers.

The logo can be a symbol, a specific design or even some lettering. You can start brainstorming a logo with your graphic designer according to the story you want to tell. Simplicity and clarity are key to a really good logo that serves its primary goal of standing out.

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