A brand is not a logo.
Nor is it just a combination of logo, typeface, and color. And it’s not just the products and services the company offers. It’s a bit more. It might seem like a silly distinction to draw, but we believe it’s an important one to recognize.
So, let’s set some quick definitions.
Brand identity is the tangible, visual component of a company (name, logo, communications, how the collateral looks and feels). And then there are touchpoints. Touchpoints are moments in time where people interact with a product or service. Touchpoints and identity are the parts we can see, touch, feel, and interact with. Every product or service ties together multiple touchpoints into what some might call a journey.
Does the sum of all this equal a brand?
It’s like a relationship.
The brand itself is more of an intangible thing – the gut feeling (as Marty Neumeier describes it in his book The Brand Gap) about the company that its customers have. Brands are an abstraction that exist in the minds of those who interact with them. The brand itself is not created by a company alone – it is also created by the people who interact with the company’s offering. Their gut feelings, memories, or experience will be anchored or attached to the brand identity. The visual identity becomes a symbol to hold all of that meaning. When they see the logo for the company or hear its name, they quickly recall those positive or negative feelings. Ideally that identity feels authentic and an appropriate fit for the associations it takes on.
In that sense, a brand is like a relationship between two people. The relationship isn’t a physical thing you can drop on your foot, but it’s very real and represents an emotional connection you have with another person. Over the course of time, that relationship takes on meaning through shared experiences, future expectations, and how we choose to talk about it.
What does this all mean?
You can’t create a great brand just by having a clever name or creating a cool logo. Just like you can’t develop a strong friendship by only looking like an interesting person. Branding as a discipline is more than slapping a coat of glossy paint on at the end. It takes time and intention.
You can’t create a great brand just by having a clever name or a cool logo, any more than you can develop a strong friendship just by looking like an interesting person.
Creating a visually stunning brand identity can do more harm than good. If the company is not operationally sound and is creating a negative experience for its customers a strong identity will serve as a lightning rod for negativity and brand terrorism.
A strong brand identity will make it easier to identify the good and the bad alike. Before you invest in a new identity, make sure that the experience you offer customers is a quality one. And then craft an identity that will help solidify the connection between hard-earned good experiences and your company.