A good logo and great branding are two very different things. You'll know it when you see it.
You can have a great looking logo that's modern, beautifully designed and makes a great impression but have terrible branding. What's the difference? Consistency.
Many companies think that the first thing they need for branding is a logo.
While it's true that a great logo helps to set the tone of a brand, that's not the only thing that matters. Messaging and branding guidelines are what set a brand apart from others.
Great brands can be identified without even having a logo present.
Take Apple, for example. When you see an Apple advertisement, you can probably notice right away if it's their brand because of the color, clarity, music, and clear messaging used in their ads. This wasn't done by accident. Apple has a very strict and clear set of brand guidelines that set the tone for all of their communications- from advertising to product design. They have identified the tone and personality that is used to tell their message and they've remained true to those rules when using their image and likeness. Innovative, modern, high-end. From the font to the music, colors, and images, they're consistent in all that they do.
Creating a strong brand like Apple takes discipline.
You must remain vigilant in enforcing your brand guidelines from your product design to your website, social media, and even your internal communications.
This means that all font and color usage is consistent in every instance that your brand is communicated. Not just your advertising, or just your product packaging. Presentations, social media, email communications, signage, TV ads, print ads, promotional materials, business cards, and letterhead should follow the same guidelines to ensure a consistent look.
Great branding requires a disciplined approach to enforcing your brand guidelines. If you're asking, "What are brand guidelines," contact us to help your brand develop a set of guidelines that will help your brand maintain consistency - the key to great branding.
How low does your logo? Does your branding need a refresh? Contact us for a brand consultation today.
About the author
Stacey Harrison is an experienced B2B, B2C, and healthcare marketer. She leads Harrison Creative Group as the lead creative strategist. Partnering with small, medium, and start-up businesses, she operates as an outsourced Chief Marketing Officer to develop and implement growth marketing strategies that include branding, paid search and social, content marketing, direct TV, social media marketing, email marketing, and public relations and strategic communications.
Contact Stacey today for a no-obligation consultation about your content marketing strategy.