Building a Small Business Brand:
Why Your Logo Matters?
A logo helps in identifying a business or organization in its simplest form through use of a mark or icon. Logo should not be confused as a brand. Branding is the whole corporate image of an organization or business. Logo design and branding have different roles to build a perceived image of an organization, product or business. Let us have a quick look at the concept of branding.
A brand can be defined as an image or idea of a specific service or product that helps to connect consumers. Such connections can be established with the slogan or logo design of the concerned business or organization that owns the image or idea. Branding is the process by which this idea or image is marketed by the company to make it recognizable by more people. Other than building such brand recognition, companies also focus to build good reputation and set standards for associated services or products. As such, branding can be considered as an asset of the company and brand-value is primarily referred to the good reputation earned in the process.
There is a common misconception that the logo design, comprising few fonts and colors, is the only element in branding. However, building a "corporate image" is a complex affair. It includes overall activities, assets, liabilities, aims and values of the business or organization. It is core idea that builds the company and signifies their purpose of existence.