Welcome to our series, Common Brand Misconceptions! We’re going to dedicate an entire blog series to brand misconceptions.

The first misconception: a logo is a brand.

The truth: a brand is more than a logo. A brand is the experience.

When our clients come to us for branding, we often find that they are simply looking for a logo. “I need branding. Can you design a logo for my business?”

This is one of our favorite questions to answer because we get to explain the importance of a brand and teach our clients that branding is more than a logo. In fact, the sooner you come to realize this, the sooner you’ll be able to create a brand that is more effective and persuasive.

A brand is not the logo. The brand is your customer’s experience of the brand. In fact, if you’re a one-man or one-woman show, the brand is most likely you!

What does this really mean?

Your brand encompasses a lot more than the logo. Yes, it’s the colors, the fonts, and the shapes, but it’s also the wording you use and how your customer feels when they come across your website or your last social media post.

Is it consistent? Does it have personality?

Is it all on-brand?

This is why logo design isn’t simply combining aesthetic fonts and colors. It’s getting to the bottom of the experience you want to create: the brand — the personality — your business has.

It’s not just picking out your favorite color; it’s thinking through the feelings you want people to have when they see that logo.

Everything your business does, whether it’s on email, social media, or your website, is your brand. Make sure your logo and brand styling is consistent, but also ensure that the experience is consistent.

The next time you look into branding, keep this in mind. It will ensure that the logo design you pick out is characteristic of the whole brand you want your business to have.

What causes this misconception?

Ultimately, a lot of us see a logo and can name the brand. Nike, Apple, Google. The logo is often times the most obvious signature of the brand.

However, although logos are often brand signatures, they are not the entire brand. That’s the difference.

Benefits of correcting this misconception

Like we mentioned earlier, correcting this misconception can help you create a brand that is more effective.

If you look at your entire business experience as the brand, you’ll be able to catch the areas that might be lacking. Plus, you’ll be able to create a more well-rounded business, one that your customers can recognize.

These big brand names are successful because they have a following, but one of the ways they created a following was by having a complete brand experience from the website down to the shoes you order.

With a consistent brand experience, your customers will be more likely to feel loyal to you, to feel connected. They want something to fall in love with. Give it to them, and see what happens.