What’s the difference between a logo and a brand?
A logo is like a house. On its own, it’s just another property. But when it becomes a home, it is so much more. It has stories and memories to share. For those who own it or aspire to have it, it creates an emotional connection and has a higher value than just the land or materials used to make it. It’s the same with a brand.
Imagine we build you a box using bricks, wood and cement. We add a roof, some doors and windows. We even give it a lick of paint and add flooring and utilities. It has a value to it, mostly made up of the materials and labour used.
But then what if we tell you about the fantastic life you could have in this house? We highlight the beautiful, desirable and convenient location. We dress the property with aspirational furnishings, decor and landscaping so that you can picture you and your loved ones being there, making memories and living your best lives together. Now that brick box is worth much more, right?
If we’re completely honest with ourselves, we don’t really buy houses, we buy homes. Even landlords and agents know they need to present more than an empty shell these days if they want to attract the right buyers or tenants, and also command higher prices.
Similarly, a product or business with just a logo won’t be perceived as valuable or as desirable as an established brand. A product and a logo are a component part of a brand, but the brand is more than the sum of its parts. It’s both the tangible and intangible elements that come together to create a logical and more importantly an emotional connection with us that also adds more perceived value to our lives. The brand is made up of the values, experiences, emotions that we associate and attach to certain products and the way they are presented to us and make us feel. They connect with us on a deeper level and become an expression of who we are and what we value.
Perhaps it offers us more convenience, better performance, lasts longer, makes us feel more attractive or confident, or provides greater satisfaction. And a perceived higher value often means we’re prepared to pay a higher price, which in turn generates higher profits and returns for the brand.
It’s why some shoes are priced and purchased at tens of pounds, while others are priced and purchased at hundreds and even thousands of pounds.
Each pair of shoes does the same fundamental job, but each also has a value based on how they are seen or experienced. They might make us look more attractive, last longer or even have belonged to Michael Jordan. Or they might protect our feet, or simply keep them clean and dry.
It’s why the most successful investors in the world put their money into brands, not businesses. The value and returns are higher.
So, instead of asking what is the difference between a logo and a brand, perhaps the real question should be…
Do you want to make a logo, or would you prefer to build a brand?
For a complimentary logo and brand review, give us a call.
Author: Neil Corrigan
Branding and marketing specialist helping businesses grow their client base, market share and turnover.
