In the initial design phase of a website, a lot of people spend many hours agonising on the perfect logo for your business so it looks just right. While it's definitely important to get the aesthetics right (not to mention a lot of fun!), you always need to think about the bigger picture of your brand. But hang on, aren't your logo and brand pretty much the same thing? Actually, not. Let's take a look at the difference between the two!
Brand first, logo second
The brand of your business is, in basic terms, what you're offering to your customers.
Branding isn't just reserved for the big players - no matter the size of your business, you need to consider your brand so you have a strong identify in a competitive marketplace.
Your branding should reflect the values and personality of your business, with a clear idea of your target audience.
Don't fall into the trap of designing a logo before you're developed a strong idea of your brand. Your logo reflects your brand, not the other way around, and it can be confusing for customers if you have a logo which just doesn't convey the personality of your business. For example, if you have a brand which is intended to target a more traditional demographic, an edgy logo will look out of place.
Developing your brand
When it comes to developing your brand, the first things you need to consider are what your main values are and what will set you apart from the competition. Are you sophisticated? Are you creative? Do you offer exceptional customer service? You also need to consider your target audience so you can be confident that your brand speaks to your specific demographic. Think about what factors your target market values, such as honesty, convenience and expertise, and work these into your branding. Remember, develop your own unique brand rather than copying your competition.