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01 What is a brand?
A brand is the perception of a company or organization.
Your brand is what people think of when they think about your company or organization. It’s your reputation. Your brand influenced and established by your values, your products, your marketing, your customer service, your vision, and your mission. It’s shaped by Social media post, articles about you, how your stores smell inside, how your organization operates, how you do business, and what your neighbor’s mom said about you at the grocery store. And yes, it includes your logo, website, social media page, blogs, and business cards. Everything people encounter when they interact with your company organization adds to their perception of you. This is your brand.
“Branding” is the effort to influence this perception in order to give proper discernment. You can’t control what your neighbor’s might say. But you can do your best to make the right impression, and present the right image.
02What is an identity?
A brand identity is a brand’s set of visual and verbal elements.
A subset of a “brand” is the brand identity (also called corporate identity or identity system). The key word is identity. Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. Just like with people, checking an ID proves you’re you and not somebody else. The tangible elements you can see when a company communicates with you make up its identity design:
Logo, colors, fonts, taglines, photography style, illustration style, patterns, icons, messaging.
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A brand style guide is a document that records this identity. It keeps everyone on the right track, using the right fonts, colors, and more. Applications, or places where this identity can be “applied,” include websites, business cards, brochures, signs, packaging, vehicles, and more.
03What is a logo?
A logo is a mark that represents a company.
Of all the parts that make up your brand identity, your logo is the most visible point of recognition. It doesn’t need to tell the world everything you do. It’s simply a tag or identifier. A checkmark doesn’t reveal all the shoes, clothing, sponsorships, partnerships, and sub-brands you can buy or be on the look out for at Nike. But it works as a quick mental trigger for everything you’ve learned about Nike over time. And if you knew absolutely nothing about Nike, you could still make some guesses about the style trends and personality of the company by looking at the logo.