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

There are 3 key values that make up a brand:

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

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

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

A good example of a Brand versus a Logo is illustrated by comparing the appeal of Meadow Lea versus 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.

No argument, both brands are successful. You must decide which approach is appropriate for your business. If you want to generate a premium dollar for your goods or services, then you must appear as a premium company. If you fail to provide all three values while portraying your companies culture, you will most likely fail to convince your market of your value proposition.

Be brave and take a positive step by re-branding, or setting up your new brand the right way. Failing to choose the right designer to deliver on your company's most important asset is an expensive mistake to make.

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