We know, it’s easy to fall into the trap of thinking that your branding is simply a logo. Your logo is probably the first thing people see and recognise – on your business cards, your website, your marketing.
But your brand design is so much more than just a visual symbol; it’s one of the most critical parts of your business.
Let’s clear up the key differences between a logo and a brand and why a well-crafted brand is exactly what your business needs.
What Is A Logo?


A logo design is a visual symbol or mark that represents a company or product. It helps to create recognition for your company by giving you a single identifying ‘thing’ that you can carry through all of your physical and digital content.
Your business absolutely needs a well-designed, memorable, versatile, and appropriate logo for its target audience. But every business will need something different from its logo. For example, a swimwear brand may want its logo to inspire confidence, style and athleticism. This logo would look pretty different from a construction company’s logo, for example, because the symbol serves a different purpose for its ideal clients.
Some of the ways your logo can make waves in your business:
• Creates a sense of loyalty and trust for your brand and what you stand for
• Makes the first impression you want to make, leaving a lasting impact
• Acts as a fundamental element within your entire brand identity
• Sets you apart from your competition and makes you easily recognisable
You can probably guess your logo is an important part of your brand, often one that businesses start with when developing from the ground up. That’s why it’s worth investing in your logo to get it right. But it’s still only one part of the bigger picture!
What Is A Brand?
It’s a big question but essentially, your brand is the unique essence of your business. It’s the reason customers choose you over competitors. Brand is more than a logo; it’s the sum of your values, your story, and the experience you deliver.
It includes your central messaging as well as all of your branding assets and content messaging.
Imagine two identical shops selling the same products. One has a bland, forgettable atmosphere, while the other features a welcoming, bright and bold scheme, aligned with your values. That’s the power of branding – it creates a distinct identity that resonates with your audience and sets you apart.

Overall, branding consists of many smaller parts, like your logo, core messaging, colour scheme, and tone of voice. Think of a logo as the front man of a band. He’s recognisable and essential, but he still needs the drummer, bassist and backstage crew (the rest of your branding) to complete the band!
So in short, your brand identity means:
• Core values/mission – everything your company stands for
• Brand ‘personality’ and tone of voice
• Brand messaging and what you say
• Customer experience and interactions
• Brand reputation and perception
Bringing all of this together is the most effective way to explain what your business means – and does – in an instant. To put it simply, someone should be able to read one line of your content or see your website colour scheme and be able to recognise your business easily.
Creating A Brand With Assets
We’ve talked about what goes into your branding in general. But what do you need specifically to build up a brand that will have an impact for more than a lifetime?
You can have several assets in your back pocket that will help your business connect with your dream target market.
These can be assets like:
Photography
This is photographic work that can be used in all sorts of areas of your marketing, like your website, flyers, business cards and so much more.
Graphics
The graphic assets that you can use throughout digital artwork and design, adding a signature style to everything public-facing.
Icons
Icons can include artwork for buttons, section headings, titles and more. They’re key on websites and all things online as they add to user design while still keeping the little details on brand.
Backgrounds
These are the images that act as backdrop to everything else. While this mostly applies to the digital space, it can also carry your branding through to print media, like flyers, email marketing and posters.
Colour Palette
An absolute essential when it comes to having coherent and effective branding – your colour palette screams ‘you’ at the barest of glances.
Put all of this together and you have the basis for a brand both you and your ideal customer will feel connected to.
Why Your Brand is More Than Just a Logo
Take it from us, deeply meaningful branding can create an emotional connection with your customers in an instant.
A well-defined brand, developed with the help of branding experts like WP Creative (not to blow our own horn) can help you stand out in the crowd of similar businesses. You can see this in action with some of the best-known brand names in the UK, like Aldi and Waitrose.
Both are supermarkets offering the same general products, but they have significantly different offerings, made clear in their branding messages.
While Aldi makes their target market clear through simple colours and messaging focused on value, Waitrose brings the luxury in their in-store posters and earthier colour scheme.
Popular brands like these are a prime example of a consistent brand experience across all the places a customer sees you. This builds up a little something called brand equity.
Brand equity is the value you get from successful branding. By building and maintaining an identifiable brand, you create something of worth – something that can add significant, real-world value to a business.
How does this affect you?
Well, a business with a cool logo might garner some interest, but if it’s nothing more than a fancy icon or graphic, people won’t connect to it. Branding brings your business to life and makes it more tangible through experiences and interactions. This is why your business needs a distinctive logo that represents its brand identity. After all, what good is having a vibrant brand personality planned out if your first impression is from a generic, uninspired logo?
Logo design and branding go hand in hand, which is why you really have to work with an agency that understands the importance of using both together.
How WP Creative Can Help With Your Brand Identity
Unfortunately, quick fixes often give poor results when it comes to branding and logo design. Having professional brand guidance can be the difference between connecting with your dream clients and confusing them.
WP Creative is a full-service design and marketing agency, and we specialise in branding. We help develop and implement effective branding strategies from the ground up. This includes all of the more difficult aspects to get right, such as logo design, brand identity development, brand guidelines and more.
It can be tempting to knock together a logo and call it a day, but if you want your business to be easily identifiable – and desirable – then an expert touch goes a long way. We’ve worked with a wide variety of companies and businesses in need of branding from scratch or an overhaul that will put them top of mind for their target market. So you can see for yourself how we’ve supported these businesses in branding and business success.
Your Branding Is Worth Investing In…
It’s important to build a strong brand beyond just a logo if you want to connect with your ideal audience and make an impression from their first encounter with you.
By investing in your brand design you can more easily reach your target market, make an impact in a sea of competitors and keep your content cohesive. Get in touch today to find out how we can help you create a brand that your clients will love to see.