What Is the Purpose of Branding? How Your Company’s Image Is More than Just a Logo

What Is the Purpose of Branding?

What Is the Purpose of Branding? How Your Company’s Image Is More than Just a Logo

The importance of having a logo is something that many business owners realize when they’re just starting out. There’s a common misconception that if you have a logo, you’ve then done your job in creating your company’s identity and need not taking your branding any further.

However, this is far from true. While a logo is an incredibly important part of establishing your identity, it’s only one piece of a very large puzzle. That puzzle is your brand, and there are many parts involved.

Eventually, at some point or another, as your business continues to grow, you’re going to realize the importance of all the rest of the pieces in making the whole picture come together. In this article, we’ll briefly discuss the purpose of branding in marketing and what exactly a good brand should look like.

What Is the Purpose of Branding in Marketing?

A brand is essentially a promise a company makes to its consumers. The purpose of branding in marketing is to establish trust within your consumers and create loyalty. Your brand not only gives your buyers a way to remember you, but it also creates an identity for your business and sets you apart from competitors.

The Difference Between a Logo and Brand

Though the two are often confused, there is a definite difference between a logo and a brand. A logo is just one element of a brand.  A brand is composed of multiple elements, some tangible (logos, graphics, colors, etc) and some that are intangible (persona, emotion, positioning, etc). While a logo may be used to represent a brand in some instances, it is not the sole element that establishes a company’s image and identity.

What Makes a Brand Successful

What makes a brand great and not just good is its ability to access its audience in the most effective manner. Yes, a brand should be unique and be able to invoke an emotional response from consumers, but it should also have a high level of exposure and remain consistent across all channels.

That’s why at Creatitive, when we’re branding a new client, whether they’re a small business, athlete, or entrepreneur, we don’t just give them a logo and call it a day (unless that’s really what they want). We take all aspects of the brand into consideration, tangible and intangible.

Yes, we do create brand guidelines that include colors, fonts, and a logo, but we also consider other touch-points that a potential consumer will have, such as print materials, a website, packaging, and so on.


Learn More About Brand Strategy

Behind every great brand is a well thought-out, creative strategy. If you’re interested in learning more about brand strategy or are ready to take your business to a new level with branding and logo design, give us a call. We would be more than happy to schedule a time for a free consultation.