Secret: A Brand Is Not a Logo and a Logo Is Not A Brand

I see sites popping up all the time that offer logos for $99 or so, and they all promise to deliver a “brand.” They don’t know your company, they don’t understand your vision, but they are great with vector art. Their popularity reflects a terrible misunderstanding about branding and it is that a logo is not a brand and a brand is not a logo.

What is a brand? It’s a story. It compels people to listen and respond. Why is Target able to target a different shopper than Wal-Mart? Why do you keep buying the same potato chips, t-shirts, and deodorant? Because you’re familiar with the story of the product. Don’t misunderstand. You probably have no clue who runs the company or how large it is – and that’s not the story I’m talking about anyways. Here’s the scoop on the story…

• Target sells nicer stuff in a nicer way.
• Lay’s potato chips are better than the generic ones.
• Kids’ cereals are chock-full of vitamins.
• The latest exercise tape will give you tons of energy.
• Nike thinks you’re a great athlete.

Are these true? We have no idea, but we often believe the story, so we listen and we buy. If you want a logo for $99 you’re sure to find a company that will churn one out for you, but don’t believe for a second that they are offering you a “brand.” What’s your story? Are you telling it well? The only way to answer that is to find out whether people believe it or not.