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The difference between a logo and a brand, and why it matters.

The waters are muddy, but we’re here to explain the difference between the two and where you should invest.
Alex Frech

What is a Brand, Really?

Jeff Bezos once said, “A brand is what people say about you when you’re not in the room.” But what does that really mean?

You might be thinking, isn’t a brand just a logo? Not quite. While a logo is an essential component, it’s just one part of a much bigger picture. Your brand encompasses your identity, your colors, and so much more.

Think about the brands you love. For me, it’s Paul Smith, Volvo, and of course, GoodMarket. Why? Because they resonate with my values. Paul Smith speaks to me with its artisan craftsmanship, creativity, and commitment to quality. Volvo stands out for its environmental awareness, longevity, and reliability. These impressions go beyond their logos and are deeply ingrained in their brand stories.

A logo is like a signature—it identifies you but doesn’t tell the whole story. It’s a visual cue, a mark that signifies your business. For many startups or events, a good logo might suffice. But a strong brand digs deeper, offering layers of meaning and connection.

Photo: © Brown’s Hotel

The Building Blocks of a Brand

So, what makes up a brand besides values, logos, and colors? A lot more. Think of your core values, tone of voice, storytelling, social media presence, photography, iconography, typography. Even ethics, sustainability, and inclusion play crucial roles in shaping your brand.

Can a Brand Save or Elevate Your Business?

Will a brand save your business or launch it into the stratosphere? The answer is both yes and no. We could make even the worst business look appealing, but at the end of the day, if it’s a bad business, no branding can save it.

For businesses poised for growth, branding offers a golden opportunity. It can help you outshine the competition and elevate your business, positioning it above and beyond your competitors. These are the projects we live for. Watching our clients succeed is like seeing a kite sore for the first time, and we’re proud to play a part in that journey.

Our Branding Journey

Creating a brand is a journey, it’s not a 5 min fix on Canva or fivedollar design (these can be great by the way for some things). We’re here to guide you, dive deep into your business and vision to craft a brand that truly aligns with your goals and purpose.

Our proven process ensures that your brand not only looks great but resonates deeply with you. your team and your audience.

Want to see some of our success stories? Check out our case studies for a glimpse at some of our proudest parent moments and some kites that we have helped not just take off, but soar.

Drop us an email for more information or questions you may have.

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