Ask the average entrepreneur or business person what a brand is, and they are likely to tell you that it’s a logo. I can’t tell you the number of times I’ve received that response.
Although I cringe a little when I hear that definition, I’m no branding purist. Nope, I’m far from it.
I cringe because I know that these hard-working entrepreneurs and businesspeople are missing a great opportunity to serve their audience fully. See, if they see their brand as only being the logo, they stop with their branding efforts once they do have a logo.
Okay, so, let’s explore this logo as a brand thing for a moment.
Now, when a lady sees the box below, do you have to tell her from which store it came?
Uh, not in most cases. That’s because the unique color gives it away. Hey, even most guys knows the patented – yes, patented – Tiffany color. So, where’s the logo?
Yeah, the logo is nowhere in sight. Huh. This should be a signal that a brand is more than a logo. Colors, as we just discussed, make up a brand as well.
But, what else?
For those who belong to a certain income bracket or who are familiar with high-end kitchen appliances, the red knobs on the range below is quite familiar.
Again, you don’t need to see a logo in order to know that it’s a Wolf range. Well, the same is true with its toaster oven and blender.
Do they, Wolf, always use red knobs? No, there are exceptions. But, their red knobs are a huge part of their brand.
The same is true for KitchenAid products.
Without question, the most famous of their products is the KitchenAid mixer. You will see it in the kitchens of world-class chefs and food aficionados of all levels.
The KitchenAid logo is not what distinguishes it. It’s the shape and their iconic metal band that wraps their products. Take a look below:
Okay, let’s wrap this up. The point is, a logo is just one element in the branding process. There besides colors and product attributes, there can be many distinguishing elements of the branding process and brand. Don’t limit yourself to just a logo. Use them, brand elements, to your customer’s and your benefit.
Now, go fill your second cup.