Do I need a logo? A brand? What’s the difference? Can’t I do it on Word? How much should I pay?
We get these questions all the time. So, we’re going to try and give you a quick primer on the topic and answer these three questions:
- What is branding?
- Do I need it?
- How much should I spend?
So let’s go:
What is branding?
This is the definition on Wikipedia:
“A brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand’s customers, its owners and shareholders.”
That pretty much sums it up, though we would add that a brand is a combination of several different components, including: logo/wordmark, colours, typefaces, motifs, illustrations, messaging, etc. We find a lot of people confuse the word logo with brand; logo is just one aspect of branding. A well-considered brand will combine all of those elements into a beautiful and meaningful experience; all of which should be outlined in the brand guidelines, which is an invaluable tool for your company to move forward with, helping you and any future designer you work with make sure your look and language is consistent.
Do I need branding?
We would simply like to answer that with a “yes”, but there may be circumstances in which you might not need one. Though honestly we think the answer really is “most likely yes”, if only to stand out from your competition and to have a unique identity. Let’s face it, it’s getting harder and harder to get your business in front of paying customers eyes and you need to use all possible advantages you can get. A good brand can be one of those advantages. The real question is probably: how thorough of a branding process do I need? Do I only need a logo? This leads to the next question:
How much should I pay for branding?
That is the question, isn’t it? This can range from free (or almost) to several million dollars. That’s quite a range. So how much should you spend on a brand? Well it depends on your industry, your competition and ultimately your budget. For example, if you’re a global firm like Pepsi, then you might have to spend over $1million for a rebrand. But if you’re a small local dry-cleaner, then you probably can get away with spending much less with a local designer who can work with you to give you a cohesive message, and build up your community reach. Ultimately, if you have the budget, we would say it’s always worth spending some money on a well-considered brand. In the long run, it will make your job easier and your customers’ first impression of what your business is all about will make a greater impact, which is invaluable.
Hopefully the above gives you some clarity on what a brand is, and whether you need one or not. And if not, reach out to us and maybe we can meet up for coffee (when we can again), or a zoom chat and discuss; it’s something we’re passionate about and we love to share our passions.
