Your Brand Is More Than Your Logo

If you head over to our solutions page, you’ll notice the second solution listed is brand development. Full disclosure, that label is only partially true. While we can certainly create a stellar brand identity with logos, letterheads, and business cards, we don’t actually develop brands. That’s something companies have to do internally. This might seem paradoxical, but there’s an important distinction that needs to be made – the difference between a company’s brand identity and a company’s brand.

Brand Identity

A brand identity is best defined as any name, term, design, symbol, or other feature that identifies a seller's good or service as distinct from other sellers. In simple terms, it’s anything that lets other people know who your company is. Brand identities, sometimes called branding systems, are a great opportunity to be a fantastic first impression and make you look good. This is our swing zone. We can draw up a unified logo, tagline, and other marketing collateral with one hand tied behind our back (it only takes one hand to work a computer mouse, so maybe that’s not too impressive). However, what we can’t do is create an entire brand for a company, because a brand is bigger than pixels. 

a brand is bigger than pixels


A brand is everything a company does and wants to be. It’s how the receptionist answers the phone and how the executives plan for growth. A company’s brand encompasses the full personality and operational aspects of a company. While the overall brand does include the brand identity, it’s just one piece of a brand puzzle. When a company wants to develop a solid brand, they should look internally at their process, customer service, facilities, and hiring practices and try to inject change there. A good logo can’t fix a crummy brand, it would only be lipstick on a pig.

Bridging the Gap

When we sit down with a client to create a brand identity, our goal is to learn as much as we possibly can about their existing brand and the brand they’re working to create. After we gather enough data, we use it to create a brand system that reflects the company and how they want to be perceived by new potential customers.

This whole topic might sound like we’re splitting hairs, but properly defining these two terms will help businesses better understand what we can do for them and what they need to do for themselves.

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