In everyday use the word "brand" is a reference to a product or an organisation that
has a recognisable style and reputation, everything that makes it different from
the competition. Ask most people and they will be happy to reveal their favourite
brands or exercise an opinion about brands they don't like. They are unlikely to
have much to say about brands that are almost invisible to them. These brands may
be ones they think they have no interest in…but in many cases it's the brands that
have no interest in them.
When setting up a new business it is easy to talk about a "brand" when "logo" is
what is actually meant. A logo can be a combination of elements; like the company
or product name in a certain typeface, in a specific colour, probably with a graphic
device and sometimes accompanied by a strapline.
Think of a logo as just one working item within the complex contraption that makes
up an identity…and think of an identity as only a part of what constitutes a brand
overall. It is essential that this highly concentrated point of design, the logo,
is in synch with all the other things that form the brand's structure. Naturally
this includes and can even depend on the brand strategy.