Everyone knows what a logo is. It’s that shape companies use to represent their business; like Nike’s swoosh, McDonald’s golden arches (M) or Starbucks green mermaid. But what’s branding correctly? Branding is a more holistic prospect of how your customers experience your company. While a logo is only a small, simple mark, a brand includes every single touch-point your customers have with your business.
Let’s use Nike as an example and examine the differentiation between a logo and a name.
Nike’s logo is the swoosh. It’s an excellent clean, comfortable shape that represents motion and speed. The name Nike is planned from the Greek Winged Demigoddess of Achievement. It’s very nice, but it’s just a point – a small shape.
So, why does it weigh? Why should I care that www.octalogo.com business Go Media does branding and not just logo design? Here’s why: your clients don’t experience your business in the form of a logo hovering to them in a white Matrix-like void. They encounter your brand through your website, or your menu or your product packaging or your advertisements. It’s important that the design organization that is working on your logo understands that your logo is just one little part of an extensive collection of graphics.
Unfortunately, this is how many business owners think a good logo design works.
Step 1. A potential customer sees a logo.
Step 2. If the logo is ‘good,' they have an irrational and intellectual reaction. They immediately know what the company sells, and they know it’s awesome!
Step 3. They decide to purchase the commodity or service.
Naturally, if this is how business buyers think branding works, then they would expect to have a strong positive emotional response when seeing a new logo concept for their business. But they don’t. Nearly all business owners upon seeing a new logo design for their activities do NOT have a strong emotional response. And since they don’t, they understand the logo design is wrong. After all, they have a strong positive emotional response to the Nike logo! That’s what delivers it a good logo. True?
So, if logo itself doesn’t trigger a concrete, loving feeling, why the heck do I get so nervous when I see the Nike logo? Here’s how it works:
Step 1. A potential customer sees a logo.
Step 2. If the logo is forward to them, they will immediately cherish all the struggles they’ve had with the brand – the advertisements, your experience owning Nike products, seeing your hot bystander wearing Nike clothes, the way your friends talk regarding the brand, celebrity announcements, etc.
Step 3. These memories trigger the sensitive and intellectual response. Yes! I know this company! I am aware of their produce, and they’re COOL!
Step 4. They decide to purchase the newest pair of Good Nike shoes.
The logo is only a visible queue to the brain to recall their activities interacting with the organization (also known as the ‘brand’!) The concept of the brand experience is what triggers the emotional reaction!
So, back to the business partner and the new logo. This is how their experience looks when looking at their new logo.
Now, let me just clarify something. I don’t want to refer that all business owners instantly hate their logo design and fire their designers. But this is certainly a challenge that developers face when working with business owners – particularly those who have well-established brands. Companies with well-established brands have many years of experiences with their logo – creating strong emotional additions. Hopefully, this information will help you learn why you’re still adhering to your old logo and not upgrading to a new, better one.
“Well, that’s all fine and beauty Bill, but why are you telling us all of this?” I can hear you considering. I just want to make a particular characteristic between ‘logo design’ and ‘branding.’ What Go Media does for its clients is ‘branding.’ We examine all aspects of what makes up a brand and integrate that into our design process.
“But Bill!” I can hear you speaking “One last thing. Why does your website call your assistance ‘Logo Design’ if what you do is ‘Branding?’” Well, the answer to that is simple. More business owners explore on Google for the term ‘logo design’ than they do ‘branding.’ So, easily, I want my website to be optimized for the duration people search more. When communicating with clients, it’s important to maintain a client-centric perspective.