People talk all the time about logos and brands and corporate coherence, but what does that actually mean in practice? Are they the same thing, or are they things which sounds similar, but aren’t?
Branding has become more important to companies because of the proliferation of the digital world; more opportunities to spread over multiple platforms means that a company has to pay more attention to its material - having people liking your products leans nothing if they can’t find their way back to you.
The digital world has meant that companies need to keep tighter control over their various online presences. The emails they send out should be recognisably from the same brand as their social media presences, which should of course mimic their original online presence in the site or online shop.
A brand is all about marketability; as was mentioned above, being seem favourably by your prospective clients means nothing if they can’t then trace that product back to a place where theycan purchase it. Brands allowcompanies to create something which will stick in people’s imaginations and help them find their way to you.
In a similar vein, having one coherent brand allows companies to control their own image, to a certain extent. A brand is something which hopefully will be linked with the company in the minds of customers and prospective clients. This brand should link all of the separate parts of the business together, including the advertising, and almost act as a funnel to guide people towards the initial site and presence of the company online.
Brands are a way of engaging with customers. The modern reliance on content marketing in particular is something which goes well with branding, as it allows for companies to create an image which goes along with their brand, to create an image of an entire lifestyle and ethos behind which the company can stand. Having this all contained within a logo keeps everything neat and contained, which is important for modern day companies. Content marketing allows companies to bring customers and prospects into their products and services, by creating a narrative which shows them the benefits which will come into their lives. This content marketing will work to its fullest extent by being associated with a brand – this will lead anybody who sees the content marketing to associate it with the brand which comes with the company.
Logos are increasingly important for a company in the modern world, and there are plenty of examples of good logos out there for anybody who needs some help identifying ones which are useful. Logos are useful for companies because of everything that has been discussed above, and more which is outside of this article’s scope, but perhaps anybody reading this will want to take up the issue in more depth, and use the information they learn to help with their own company and marketing in the future. Companies and individuals would do well to do so.