The Purpose Of A Business Logo

Many people think that your brand is basically your business logo. But if you know me and heard any of my presentations, my hope is that you know better. Saying your business is your logo is like taking the Empire State Building and calling it New York City. It is true, Empire State Building does make a good representation of the city and is often illustrated on stamps and book covers as a symbol of New York. But we all know there is a lot more to a city than just one building, no matter how famous it is.

Though your logo is only a part of you brand, I have to agree that it is a very important part of it. Because that’s the first thing people see. When you hand out your business cards with no logo on it, even if they “look professional”, you silently give out an impression that your business is something you do on the side. Your logo is what brings it all together, creating a signature mark not only for your business, but your entire philosophy. And if you don’t have your signature mark, it’s hard to tell what you stand for or what you represent.

Think about a beautiful house with big windows, lots of light, beautiful flowers in the front yard, a couple of trees and a large fancy front entry. Then you enter this house to be even more inspired by what it looks on the inside, hardwood floor, soft and cosy furniture next to a fireplace with every room decorated with love and style. What do you don’t see or even think about is the foundation of this house. The house wouldn’t even exist without the foundation, but if foundation was all it had, it wouldn’t be a home.

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The Four Most Common Misconceptions And Limiting Beliefs About What Is Branding

So let’s discuss it further, what is branding and what is a brand? Let’s clear up all these myths and misconceptions in more details. Here is what I commonly hear.

Your brand is your business logo design.

I know that’s what a lot of people think and many graphic designers will even claim that they do branding but what they actually mean is they provide logo services. But the fact is, saying your brand is you logo is like taking the Empire State Building and calling it New York. Logo is a visual symbol of your brand but it’s not your entire brand. Having a nice looking logo doesn’t mean you have a well developed brand.

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