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Brand Strategy and Design Tips & Tricks

Saturday, February 26, 2022

There is a general perception that "logo design" and "branding" are the same. Actually they are working together cohesively, but they are very different processes. Logo design is the process of creating a recognizable graphic symbol that identifies a company, a commercial product, or any public or private entity.

While Branding is the process of building a brand. Simply we can identify the brand as the idea or image people have in mind when thinking about a company's specific products, services, and activities, both practically and emotionally.

When exposed to the touchpoint between a person and a specific brand, physical and emotional cues are combined. These can be the brand name, logo, products, visual identity, staff, or advertising – amongst others.

Let's take Apple as an example.

Apple is one of the most successful companies on the planet, with more money than multiple countries combined. The brand is so powerful that the mere mention of its name causes fans to open their wallets.

But it wasn't always this way.

For years, Apple struggled to survive the cutthroat industry of computing. At one point, they were thought to be doomed until Steve Jobs made a miraculous return and revamped the company.


A massive part of their success lies in their incredible Branding—starting with their logo. Over the years, Apple has developed the logo to meet client expectations, build trust and establish emotional connections. Over time the pairing of the logo and brand name makes it easier for the public to recognize the Apple logo and immediately connect it to the representation of the company.

Apple's overall branding efforts reinforce a specific set of emotions, and powerful associations are invoked when you see the logo. It's sleek, stylish, modern, and you, as the customer, will achieve that same level of cool when you use their products. See how that works? It is all about the overall experience that the customer had with the brand. It's the journey, It is the trust, and It's the success itself.

But why is the logo important for the branding process?

  • A well-designed logo allows people to identify and recall your brand easily and quickly.
  • It creates consistency over different communication channels.
  • It is considered to be the spine of your brand's visual identity.
  • It fosters a professional image and raises expectations.
  • It differentiates your brand from the competitors.
  • It can facilitate an emotional connection and boost brand loyalty.
Branding is a journey by itself. It is the deep & comprehensive view of every single move and action taken by the brand owners, management, and the team, so it is not a single-person effort. It is teamwork.

Branding can be done through the use of different tools. Some of the elements that are used in a branding strategy are:

  • Brand Story.
  • Brand Foundation.
  • Brand Positioning.
  • Brand Style.
  • Brand Visual Communication.
  • Brand Product & packages design.
  • On-site experience.
  • Workspace experience and management style.
  • Customer service.
  • Pricing Strategy.
  • Marketing Strategy.
  • Quality & Commitment.

To conclude, a logo by itself is a graphic element that represents the brand, while a brand is a combination of all tangible and intangible aspects that define the organization. Without the brand, the logo wouldn't have real meaning; it would be simply a graphical element.
When combined, a well-designed logo and an effective branding strategy help organizations reach their audiences effectively and create a resilient, industry-leading brand.

If you are an entrepreneur and looking into building a new brand, don't underestimate the importance of a well-designed logo aligned to your overall branding strategy. It will be a rewarding investment for your brand and organization in the long term.

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