What is a logo?
One thing that you need to clear is that your logo is not your brand. It is a design that conveys your company’s type. It is one of the most critical tools to advertise your company and gives your company the identity that instantly attracts the potential customers.
What is Brand Identity?
Brand identity is the worldly perspective of your company. It delivers the business’ aims, promises, values, and message and helps to differentiate you from your competitors. It is a reflection of everything you are.
Logo vs. Brand Identity:
A logo is only a symbol that represents your company whereas a brand identity is much more than that. Brand identity will set forward a set of outlined visuals and guidelines regarding the company’s personality.
Which one does your business need?
Which of the two does your business needs depend on a number of factors such as the following:
What type of business do you run?
Whether your business requires a logo or a brand identity depends on whether you are a sole trader or an owner of a big company who is looking forward to expanding the business further. If you are a taxi driver then a logo would be sufficient, however, if you are operating a whole company of taxi drivers, then you might need a brand identity to let your customers know why your taxi cabs are the best.
Are you willing to grow your company?
Another reason why you would opt for setting up a brand identity rather than merely going for a logo is when you want to see your business grow tremendously in the next five years. There is no use of spending money on a logo when you know you would be expanding your business very soon as that would only cost you a lot of money.
You want to create a massive identity:
Small businesses usually prefer to go for a logo as they want the industry to revolve around themselves without much impact on the public. However, bigger companies are more concerned about giving their business a unique identity that separates them from the other competitors in the market. This is where brand identity helps businesses achieve the massive impact.
How competitive is the market?
The location and market demand of your company also play a significant role in deciding whether you need a logo or a brand. If your company is located in a crowded area and in the midst of many competitors, then only a logo will not be enough. You would need a brand identity to stand out from your competitors and persuade the customers to utilize your services instead of going to the competitor. Our sister concern Glow Graphics predominantly works in this area by providing consultancy and awareness to clients considering these requirements.
The constant battle between a logo and brand therefore mainly depends on the aims and prospects of your business.