Most people don’t actually want a logo. In fact, most people that contact us about branding aren’t looking for a logo at all. What people are looking for is Brand Recognition and the Brand Equity that comes with it.

A Logo is a symbol

A logo is a symbol that is used, an icon created by a graphic designer or graphic design company, to stand in the minds of their customers. To make their sign stand out. So people recognize their advertising. A good logo can make a difference, and there are many companies out there with horrible logos that have a very strong brand. Brand recognition may start with having a strong logo, but brand equity comes from managing every interaction a customer has with your brand and leveraging your marketing to remind them that you exist.

Brand Equity comes from action

When starting up a new business, most people are concerned with getting a logo in place so they can trademark their name and image so people cant steal any over their brand value in the future. But this doesn’t mean you have a brand. This is the start of a long branding process that hopefully ends with people perceiving your company as the go-to brand for your product or service. We would like to give you a branding formula that anyone can apply, but there is really only one universal rule. Make your customers consistently happy and you will always be the brand of choice. That is Brand Equity.

Build your Brand Equity over time

Good brands aren’t built overnight. Good brands start with a message that you deliver consistently to your customers, and then act in accordance with that message. Over time, the marketplace will start to trust your company and the image of your brand will be consistent with your message. The people will have come to expect what you deliver. Deliver a good message and you will have a good brand. Deliver an inconsistent message or worse and people will lump you in with all the other businesses, the ones that have great logos.