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What is the difference between a BRAND AND A LOGO?

These two terms are often used interchangeably but that is far from the truth. While they both interact with one another, they are not the same. Understanding the difference is the start of building a successful business.

This example is originally from Seth Godin's Book, This is Marketing. The example has been expanded on from our own perspective.

If Nike opened a would know exactly what it would look like, feel like and what it’s personality and messaging would be.

On the other hand if Hyatt started selling tennis shoes we would be clueless as to what they would look like.

The reason is... Nike has a brand.

If the brand is strong enough that its values and personality are so clear they would translate to anything...that is a brand.

On the other hand Hyatt is a commodity. They are competing in a market of similar business who all do the exact same thing with no differentiation. This becomes an issue because now, they are in a price race. Who can offer more for less? When there is no excuse to charge more...they become a commodity with very little control over pricing and they have much smaller margins in everything that they do.

Nike has built this through time, consistency and a clear strategy from the beginning. This is what creates loyalty and an extremely successful business.

Branding has been the value in every business that excels. The brand is not the logo, it is everything the business does and how they make customers feel. This is extremely important. This is what allows businesses to charge more and gain much more success. They are able to build loyalty and admiration of their brand so that they make automatic sales every time they release a new product.

A logo is just a mark. The brand behind the logo is what makes the mark truly successful over time.

The logo is so important but it can not ever stand as it should without a thoughtful and strategic brand. This is the mistake we see so often. The logo is important but when it is the only focus and the branding lacks, the business will suffer.


For more information, check out our blogs What is Brand Strategy? and What Makes a Good Logo?

Kimberly Norris | |


Marketing Blog, Graphic Design, Branding, Advertising Rogers, AR, Marketing Rogers, AR, Branding Rogers, AR, Brand Strategy, Brand Consulting

A Note From the Author

As a business owner, brand strategist, and graphic designer I run in to questions and ideas every day.

As the owner of Norris Design, I started out wanting to solely be a designer, but education changed the way I thought, the way I viewed business and the way I viewed my role in helping other's businesses.  

Graphic design will always be my original love, but as I grew in knowledge, I realized the small view of design for the sake of something beautiful was such a disservice to businesses.

Businesses needed much more than just graphic design.  They needed to see the bigger picture of their businesses from the perspective of a designer.  Once I realized that branding had a huge role in large businesses that see amazing success but very few small businesses even think about branding or brand strategy, I realized that if I could offer a brand strategy view as a consultant rather than just an order taker graphic designer, I could actually move the needle in their businesses.

This is the beginning of where I started to fall in love with business, marketing, branding, brand strategy, consulting and brand building. 

It all started with education after college.

I obsessively read articles, listened to podcasts, watched videos, read books, and took classes.  This was to fulfill this desire to be more involved in the businesses side of design rather than just design alone.

So, this is why I wright. I appreciate other people's perspective and I hope that one day, mine can help someone else.

Kimberly Norris

Brand Strategy

We create a results-based brand strategy for all aspects of your company to foster customer trust and build brand acknowledgment over time.

Logo/Brand Design

Creating brand identities is our passion. We believe it takes insight into your business, your customers, and your hopes for your business to build the best logo possible. And we’re willing to take the time to do this.

Brand Consultation

We’re happy to meet with you on a consulting basis about your brand strategy. As your Brand Consultant, I’ll periodically check-in after the initial strategy session, on a continual basis, to make any adjustments or revisions to keep your brand and messaging on track. 

Print Marketing

Think of us as your one-stop-shop for printed marketing materials. We create thoughtful designs and take care of the printing for you. This can save you time and money. Our printing services include business cards, brochures, flyers, and more.

Website Design

Your website is crucial to your business, We design custom websites that are responsive to all platforms, are easy to navigate, and present your company professionally and clearly.

Search Engine Optimization

We offer affordable SEO that actually gets results.  This service includes on-page and off page SEO.  We offer local, regional, and national SEO Services with not long-term contracts.

Our Services

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