This is a question I get asked all the time so let me explain.
Let’s use a metaphor we can ALL relate to… CLOTHES!
Your BRAND is your entire wardrobe. It’s your dresses, jeans, shoes, bags, coats, jewellery, make up, hair, perfume. It’s the personality of your business. The impression that customers and clients are left when they ‘meet’ you. It’s how people feel when they interact with your business. Your brand is expressed though both visuals and copy. It’s the intentional and unintentional. They planned and unplanned. The thoughts, feeling and energy associated with your business.
Your IDENTITY is all the elements that create a consistent aesthetic to your business. It’s your colour palette, font book and photography style. Are you someone who always wears cool glasses? Do you have a nail colour to match every outfit? Do you always rock really bold patterns? Then think of this as your IDENTITY. It’s how people identify you.
You LOGO is the cornerstone of your brand. The foundation of your identity. Yip, your guessed it. Your logo is the SPANX of your business!
Now, the question of what comes first is a bit of a chicken/egg scenario. What should you create first? Where do you start?
What I suggest to clients is to get a clear idea of some key brand values first.
- Who is your customer?
- What is it they need/want?
- What product/service can you provide to solve that need or fulfill the want?
- What words best describe your business?
nurturing, edgy, organic, minimalist, luxury, quirky?
This gives both of us a really clear idea of what your business will look like on the inside. Then the identity and logo are styled around this to get your gal runway ready!
So, to sum up:
BRAND = The Wardrobe
IDENTITY = What makes you YOU. The glasses, nail colour, etc.
LOGO = The SPANX. No need to explain. We ALL know what SPANX do! (God bless you SPANX!)
So take some time this week to answers these questions. If you are just starting out in business, it’s a great way to get the creative juices flowing. Or, if you have an existing business, it’s a fab little tool to use as a brand audit to see if what you are putting out there is really what you want your business to be saying.
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I’d love for you to share your answers and insights in the comments below ↓
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