You will commonly hear people referring to an organisation’s graphic emblem as their “brand”. It's surprising how many executives in substantially sized companies, believe the words logo and brand are interchangeable. When in fact, they are inherently different. Knowing the definitions and the differences between the two is vital to inform the content and layout of an effective, memorable website.
What is a Brand?
This is where it all starts. For your organisation – and indeed for each product and service – you should have a clear idea of what it “stands for”.
In its most simplistic form, this means developing a thorough profile of your organisation. Where does it fit in the marketplace? Who exactly are your customers? What are they looking for, that you can offer? What reputation are you aiming for?
For example, is your tin of beans cheap, nutritious and filling. Or is it a luxury culinary experience, resplendent in sundried tomato sauce?
Two tins of beans. With a very different brand.
What's brand identity?
From this you can create a brand identity – the colours, wording and graphics that show the reputation you are trying to achieve.
Back to beans again – stripped back, mono colour, simple designs for cheap beans to illustrate value for money. Bold, rich colours and graphic excellence for the more expensive item, to make it an aspirational product.
What is a Logo?
Now you can use your brand - and your brand identity - to develop a logo. This is a graphic emblem that sums up and projects the reputation you are trying to aim for.
Throwing together a clever or quirky graphic device or wording is relatively straightforward. Developing one that reflects a brand, is a process best left to the professionals.
From brand, to logo to website
With your brand identity planned out, and a smart new logo that encapsulates “what you are”, you can start to develop a new website.
Again, if someone offers you an attractive, all singing, all dancing website, without getting to know your company sufficiently well. Proceed with caution.
Your website should reflect the decisions you reached when developing your brand.
Anything else is just a facade.
Contact us for logos that encapsulate your brand, and websites that build your reputation.