What Is Brand?

By Author: Preston Racette
Total Articles: 1
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Around the world,there is much confusion that exists about the meaning of the term brand.There are many definitions making rounds about the same in the market;but, there are only a few which provide the right and the most inclusive definition of what a brand is.Some tend to relate brand with one’s corporate identity which could include the company’s logo design or any other element related to the same.However, this is a gross misinterpretation of the real fact.While it has to be understood that the corporate logo design is an important and integral part of a company’s brand;it is also relevant to know that there are various other ingredients which constitute a brand.

Therefore, let us first understand the meanings of a brand and a logo and then get into the difference between the two.

A brand, in the first place, is a congregation of all values that a company or a brand name transmits to its audience.Therefore, there are various values which the brand might want to communicate to its audience but it is not possible to do the same with one element of a corporate identity.Hence, various elements are used in ...
... congruence to achieve the objective.Therefore, the brand name speaks about the company, the corporate logo design displays the values of the company, the tagline of the company,the advertisements,the website and various other elements play their part in the scheme of things.Therefore, a brand is formed with various values and knit together to communicate a unanimous message.

A logo design, on the other hand, is a pictorial display of the values and identity of a company.Through the use of a picture,design element or others; a brand could speak volumes without uttering a word.Such logo design is a strong element of branding because of its capability of fitting into any space and communicating a lot without consuming a large space.

CORPORATE LOGO DESIGN COMPARED WITH A BRAND

Hence, the first point which evidently comes out as a difference between a logo design and a company or organisation’s brand is the coverage of the two.While the corporate logo design is just an element of a brand,a brand is an extensive mechanism encompassing various other ingredients in it.

Another point to be mentioned here is that while not all companies are dedicated to build one’s brand, the emphasis on the logo design is seldom ignored.

A graphic designer by trade, living and working in Sudbury, Ontario, Canada. For more details on logo design and corporate logo design than please visit our website.