What’s the difference between a logo and a brand?


If you own a business the chances are you have invested in a logo, but do you have a recognisable brand? Do you know the difference between a logo and a brand? Is this something as a small business owner that you need to worry about; brands are for the big boys right?… Simple answer is no, brands are just as important to small businesses and perhaps even more so in this competitive market.

So what is the difference between a logo and a brand?

A logo is the name, mark or symbol that represents your product or service. A brand is your logo, typeface, colours, imagery and tone of voice that all make up your business personality and perceived business image as a whole.

As Jeff Bezos said: “A brand is literally what people say about your business when you’re not in the room”.

A logo should be memorable and recognisable. Your logo should sum up the name and elements about your business in a simple and clear way.


What makes a good brand?

A well thought through brand identity has a clear focus and knows their target audience. The brand should represent the values of the company and the vision and mission for the business, whether that is growth or establishing foundations.

A brand voice is communicated through the use of the correct colours, typefaces, imagery and even how you ‘talk’ to your clients. Are you formal with your language or do you want to come across as friendly and relaxed?

As you can see your logo is a just a small part of your brand, an important part that establishes the foundations of all the other elements, it all needs to sing together; coherently and consistently. There is no point having a formal logo and then teaming that up with a hand written font if that is not the image you want to display about your business.


Top tips for a strong and consistent brand image

• Keep your tone of voice consistent – If you are in the service industry and offer a 1-2-1 service like hairdressing, massage therapy etc. you might want to use friendly, relaxed language that makes people feel at ease.

• Choose a 2 or 3 fonts that help communicate your business personality and stick with them. Make some rules about what fonts are best for headlines, subheadings and body copy.

• Keep to a strict colour palette which should include your logo brand colours

• Consistent logos on all social media platforms so people know it is you. You can have white versions and full colour logos; even just an icon from your logo will work to reinforce your image and help make it memorable.

• Photography, illustration or both – It doesn’t matter what route you go down but try to find imagery that looks professional and reflects your business; whether that’s relaxed, corporate, fun, serious etc.. Your own bespoke imagery will always work better as it will reflect your business personality so much stronger, but if finances are limited try to find a consistent image style with similar lighting and colour. Do avoid the clichéd stock images, it will only cheapen the credibility of your business.

• You are your brand too, so when out and about meeting people make sure you are portraying your business in the right way. That can be through the colours and clothes you wear or the colour notebook that you use.


If all of the above has made you think differently about your business and you need to know if you have a brand then please do contact us hello@jwjdesign.co.uk and we can advise and guide what you might need to do.