Your Logo is Not Your Brand

Famous brands such as Nike, Apple, BMW or Dyson understand the power of a comprehensive brand identity that goes way beyond just a logo.

Each element that makes up the identity is conceived and developed with a specific purpose in mind.

The colour pallet that we choose evokes emotion.

The typography we communicate with helps to portray personality.

Images and video are briefed and shot to aid in the telling of our particular brand story.

Your brand identity is what connects you to your customers. It is far more than just having a logo to use. 

Words are selected with great care and attention so that they have meaning and invite connections.

When all of these components are thought about and delivered in unison, brands become instantly recognisable and create lasting impressions in the minds of those who connect with them.

Sell the benefits, not the features.

When you think of Nike as a brand, they use all of the above brand elements extremely effectively in their marketing. They don’t market the material of their shoes, or the grip of the sole. They market the dream of becoming the best athlete one can become and the associated status it brings, along with the journey to achieving greatness.

Marketing the benefits of your products like this can tap into customers’ desires and aspirations showing them how your product can help them solve their problems or improve their life.

Benefits tend to resonate with customers on an emotional level, creating a more powerful connection to your brand and attachment to your product. Done well, it can be highly motivating and persuasive.

If you would like to understand more about the value of branding, contact us today on [email protected].