When a lot of people think of the word “brand”, the first thing that comes to mind for them is “logo”. This misconception is understandable because the logo is the first thing people notice and associate with a business, much like a face represents a person. As a result, many people think that the logo is the brand because of its strong visual presentation.
What most people don’t realize is that branding has a much larger scope than just the logo. A well thought out brand also includes strategy, messaging, visuals and customer experience. As Brand Expert and Though Leader Marty Neumeier says “Branding is the gut feeling a person has to your service, product, or business.”
In a nutshell, what branding really encompasses is everything that shapes how people perceive a business. This includes:
Visual Identity: Logo, color palette, typography, and design elements.
Brand Strategy: Mission, vision, values, and unique selling proposition (USP).
Messaging: Tone of voice, tagline, and storytelling.
Customer Experience: How the business delivers on its promises and interacts with customers.
So if we look at the logo, the logo is just the tip of the iceberg - the visible part everyone sees, and not part of the larger structure under the water. The logo is the representation of the brand, but it’s not the brand itself.
At Emiko Design Studio, we’ll deep dive into your business’ values, core messaging, your ‘why’, your audience, your competition - the framework foundation for which the visual elements are designed around. Once you have a strong brand identity, you’ll be able to forge a deep connection, trust, and loyalty with your audience.