It's important as a client to distinguish between these three. Mind you , that is no easy task, but let's boil them down to the basics.
Logo: We all know what a logo is. The Nike swoosh or the Apple...apple. It is the visual shorthand for a companies name. Your logo doesn't have to tell people literally what you do, like if you are a plumber your logo does not have to show pipes and a wrench to be effective. What does a logo have to be then? Simple, clever, and memorable. On it's most basic level it should translate well across all mediums. Whether it's on the side of a building or on stationary- a simple design should translate well anywhere.
Branding: This is what separates your business from others. Through the use of logos, slogans, catchphrases, or even flavors, you create something that is recognizable as being unique to you. The shape of a Volkswagen Bug, for example, or the Coca Cola bears. Once people know they can trust your brand (brand loyalty) they are more willing to try new products.
Identity: In a sense this is the soul of your company. Identity uses logos and branding to establish the philosophy of your business and how you want others to see you. Take a restaurants- sure they all serve food- but their identity immediately lets you know what to expect. Are they a chic little place with an adventurous menu or are they a throwback to the family diner? By using a cohesive set of typefaces, page layouts, and color schemes, the company creates associations to itself that attract its' ideal customers. Maybe an emphasis on efficient service will attract your customers, or the idea of an environmentally friendly product?
Essentially, these three work together to create the look and feel of your business. Now, how important is this? Very. Even if your a small company, you benefit from having a cohesive look. It makes you look professional and sets you apart. Would you rather do business with the company that has a fuzzy logo and clipart on their brochure or the one that has sleek layouts and sharp photos?
The first step is to figure out what it is that makes your business stand out amongst the competition. Once you know that you can figure out what kind of customer "fits" that and how to market to them.
Logo: We all know what a logo is. The Nike swoosh or the Apple...apple. It is the visual shorthand for a companies name. Your logo doesn't have to tell people literally what you do, like if you are a plumber your logo does not have to show pipes and a wrench to be effective. What does a logo have to be then? Simple, clever, and memorable. On it's most basic level it should translate well across all mediums. Whether it's on the side of a building or on stationary- a simple design should translate well anywhere.
Branding: This is what separates your business from others. Through the use of logos, slogans, catchphrases, or even flavors, you create something that is recognizable as being unique to you. The shape of a Volkswagen Bug, for example, or the Coca Cola bears. Once people know they can trust your brand (brand loyalty) they are more willing to try new products.
Identity: In a sense this is the soul of your company. Identity uses logos and branding to establish the philosophy of your business and how you want others to see you. Take a restaurants- sure they all serve food- but their identity immediately lets you know what to expect. Are they a chic little place with an adventurous menu or are they a throwback to the family diner? By using a cohesive set of typefaces, page layouts, and color schemes, the company creates associations to itself that attract its' ideal customers. Maybe an emphasis on efficient service will attract your customers, or the idea of an environmentally friendly product?
Essentially, these three work together to create the look and feel of your business. Now, how important is this? Very. Even if your a small company, you benefit from having a cohesive look. It makes you look professional and sets you apart. Would you rather do business with the company that has a fuzzy logo and clipart on their brochure or the one that has sleek layouts and sharp photos?
The first step is to figure out what it is that makes your business stand out amongst the competition. Once you know that you can figure out what kind of customer "fits" that and how to market to them.
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