What's the difference between a Brand and a Logo?

There are 3 key values which make up a brand:

1. The Functional Value: Functional values are the foundation of a brand, it encompasses all that a company is and what service or products it provides.

2. The Emotional Value: The Emotional value tugs at the heart strings, it makes you believe you are successful when you purchase the product.

3. The Promised Value: The Promised value is not tangible, it is where it subliminally suggests you will receive a quality product, one that will enrich your lifestyle and make you feel good.

An example of a Brand V's Logo is Meadow Lea V's Home Brand;

Meadow Lea encompasses all three values. When you think of Meadow Lea you think of the colour yellow which reflects health, wellbeing and food. You will also think of the mum making her child a healthy sandwich and of course their tag line "You Ought to be Congratulated".

Home Brand on the other hand is all about one thing, affordability. There's no fancy branding or packaging to suggest anything other than they will save you money by not spending it.

Although both brands are successful, if you are wanting to generate a premium dollar for your goods or service you must appear as a premium company. If you fail to provide all three values while portraying your companies culture you will continue to battle with your competitors for your market share.

Be brave and take the next step by re-branding or setting up your new brand the right way. It is an expensive mistake to make if you don't choose the right designer to deliver on your companies most important asset.

Hot Graphics values the importance of creating a great brand. We listen to our clients to understand who their target markets are, how those target markets will interpret a brand and deliver a brand to ensure the foundation is set to achieve future success.