Brand. Logo. Identity. Mission. Vision. These are all buzzwords you hear tossed around in the marketing world, but what do they actually MEAN? There is a lot of nuance applied in establishing a brand. We’re here to help demystify the process and help you arrive at a clearer understanding of how it all fits together.
Simply put, a Logo is a mark, an Identity is a visual system supporting that mark, and a Brand is the story these elements tell. The Mission and Vision help guide the brand in decision making.
Let’s break it down.
– Mission –
The Mission of your company is what you set out to DO. Whether it is to serve a need, address a problem, or just to do something in a different way, defining your and your company’s Mission is the first step in creating a Brand.
BADGER MISSION:
Our mission is to help brands find the voice they need to convey their brand image through effective messaging and aesthetics.
– Vision –
Vision, on the other hand, is what you want your company to be. This can project into the future or be a statement of purpose for now and always. Mission and Vision combined will always be the guiding principles of your company and can make weighing options easier in decision making.
BADGER VISION:
An approachable agency delivering cohesive, consistent, quality branding for organizations in SLO County and beyond. Support empowerment for women and other underserved populations to thrive and earn head of household positions.
– Brand –
As mentioned, your Brand is the essence of your company. It takes into account your Mission (can we be recognized to do what we say we do) and your Vision (do our decisions support where we want the company to go) and encapsulates them into a sort of persona. Your Brand is what conveys to the public what you’re all about. Branding evokes certain emotions in people and they associate those feelings with your products or service. Branding done well makes sure the emotions evoked are the ones you WANT associated with your Brand.
– Identity –
Identity comes in to convey your Brand. It is how your logo is used, how your collateral materials are laid out, what colors are in your brand palette, what imagery is used, how copy is written, how your displays look, what materials you use, and what message is delivered. Branding and Identity are very closely tied.
– Logo –
A logo is the mark (an image/icon, type, or both) that represents your Brand. You want your logo to represent your Brand, but it is not your Brand entirely. It is merely a piece. Granted, it is an important and often a very visible piece, but it is only one component. Logos are generally the biggest players in Brand recognition, but without the support of Brand consistency behind it, it’s just a mark.
So why is all of this important?
Because when a Brand is properly built and implemented it creates value for the business and consumer beyond the service or product. This is where brand loyalty is built and where investing in appropriate branding adds to your bottom line.
Brands like Apple, Nike, and Lululemon have all succeeded in creating and maintaining personalities behind their brands that increase perceived value beyond that of their actual products. They evoke feelings and imply identities that translate into brand loyalty and repeat business. They inspire trust.
Are you ready to let Badger help take your branding to the next level?