There are plenty of books, blogs and experts who will tell you that your logo is not your brand.
It’s important, and you need to get it right, but it’s only one part of your reputation as a business.
Don’t DIY your brand
You may have a talented relative with a good idea for your brand, but it’s much too important to leave to a novice. If you have a great idea, use it. Show it to a designer who can make it work in different formats and colours so its usable on different platforms.
Brand is much more than a name or a logo. Brand is everything, and everything is brand.
If your business is arts and crafts, it should reflect the kind of work you do. Business personality is especially if you’re small with lots of competition such as a restaurant or bar in a busy tourist area. Staying in step with the competition and the market, doesn’t mean you should follow what others do.
“A decade after the global financial crisis, the brands that are growing fastest are those that intuitively understand their customers and make brave iconic moves that delight and deliver in new ways,”
Charles Trevail, Global Chief Executive Officer of Interbrand.
Global brand consultancy, Interbrand’s report for 2018 gives Apple and Google the top positions. The ever diverse, Amazon grew by 56%, and is the third brand to achieve a 100 billion dollar brand valuation (USD $100,764m).Following Microsoft at number four (USD $92,715m), are Coca-Cola (USD $66,341m), Samsung (USD $59,890m), Toyota (USD $53,404m), Mercedes-Benz (USD $48,601m), Facebook (USD $45,168m) with McDonald’s (USD $43,417m) at number 10.
Watch this great TED video on how to create a great brand name.
Logo Is Not A Brand, Dan Pallotta, Harvard Business Review, 2011