Branding

picWhat’s the difference between a logo and a brand? Well I have been known for using social media references to explain the difference. You logo is your profile pic, while your brand is the whole page. Your logo is what the customer sees when they’re first introduced to you, your profile pic, or even your face. If you’re good looking or if the profile pic is attractive then the person may want to find out more about you. Or even if they’re not prepared to meet you or utilize your business right away; you want them to remember you. This is what a logo does for you. A logo is that pretty profile photo that will keep you in the mind of the customer. It must be original, memorable, and intentional to make them think of you later on when they need you. But a logo is not the conversation that you want to have with your customer to show them who you are, your values, your mission, your products. This is the brand identity. The brand identity is all of your other photos on social media, its the posts, the tone of voice used on the posts, its the filter used on the photos, the background colors, the fonts, the spacing of the words, your brand is so much larger and more important than just a logo. Take a look at the photo above, while I did not design their logo, I created a brand identity for the company by using the existing logo, a certain quality of stock photo, an integrated typeface throughout the assets. and the same color scheme throughout. This company only needed the print aspects of their company to be branded. In the photo, there is a retractable banner, 2 flyers, and product packaging. Many times a brand may require a logo, social media assets, website design, stationary, and more. The mission is for all assets to match and to create a unified feel for the entire brand identity.

 

The company in the photo below only hired me for their logo design and opted not to create a brand identity When designing the logo for a company, even if they’re not purchasing a brand identity, I still design it with the brand in mind. What I mean by that is, as you can see, we list the colors used as well as the typefaces, different variations of the logo, including a monotone version, a text only version, and an icon only version. The reason for this is so that in the future, should the customer wants to expand on the brand identity, the assets are already present.

 So whenever you’re ready to make your company more visible, you should now know whether you need a profile pic or an entire profile and I’ll be ready to create which ever you need.

My Target Audience is Everyone

Your target audience is not “everyone”. While we would all love to sell to everyone and get money from all demographics, the smart business person knows that different people like different things and it is rarely possible that everyone is gonna like what you’re selling. At age 41 I don’t like (or even understand)  the same things my kids do, nor do I like the same things my dad does, we’re different demographics. As a Black man I don’t like many of the things that my white or Asian friends like. As a man, I don’t even understand most of the stuff that my lady likes. And this is all fine. We like what we like, we’re attracted to different things. This is what makes the world beautiful. This is why you see different commercials on tv for different shows and different ads in different magazines and other media. This is why FaceBook seems to know who you are and the ads seem to be geared towards you. Intelligent business people know this and will not advertise to anyone who is not in their target audience.  Before you come to a designer and ask for a logo, brand, or any design, you must know who your target audience is. This is one of the most important questions on the design questionnaire. We must know who to create the artwork for, who to pick the font for, who’s color trends will we adhere to. Take the time to think about it and then decide, who do you want at the party? Who’s more likely to buy that product? Who’s going to be reading that annual report? As designers we are taught to ask these questions and we’re also taught what to do with the answers. We will cater the design to meet the desires of your particular audience. This is why you pay us. Anyone can open up PhotoShop and paste some images and words together but can they tell you WHY. Why they used those images. Why they chose those colors. Why they decided on those fonts, and that style? If not, call a Graphics professional, it’s in our nature,it’s what we do. But first things first, you must know that your target audience is definitely not everyone.