Clients often confuse Logo Design for Branding, not surprising though, even designers often use these terms interchangeably. Let’s discuss what branding really is, and how it relates to your business’ logo.

A Logo falls under the “umbrella” of Branding, but it is only a small part of it. It actually falls under the category of Brand Identity. Other elements of Branding are Image, Positioning, Personality, Equity, Experience, Differentiation, Communication, Gap and Extension. All these branding elements are used to define how your clients perceive your brand, and help determine a prominent position of your brand in the marketplace. Does every business need to go through establishing all these elements of branding for their business? Well, in a perfect world, the answer is yes. Practically however, as with building a business, we take one step at the time, while keeping the big picture in mind.

A great place to start is to go through all of the Elements of Branding at the initial consultation session with GLOBAL, and at least briefly define each of them. For instance a Brand Personality is important, it will affect every element of business identity such as colors or typography.

As your business grows and develops, Branding Elements will become better defined and fine-tuned, but as with a business plan, you pretty-much need to think of it staring day one.