Why do I need a branding system if all I really want is a logo?

Excerpt from SAVANTNews

When you think of companies with famous brands chances are that you think of more than just their logo. Take for example: Disney. Everyone knows the Disney logo and their various trademark images (Mickey, Donald, Goofy, etc.), but people also recognize Disney properties and products even when they don't have the logo present. They have developed one of the most effective branding systems in the World. From their use of typography and imagery to colors and layout everything they produce says Disney.

This is the purpose of a branding system, to grow recognition of your company and brand through consistent presentation of elements to your customers. While these elements include the logo, they are not limited to it. So you can think of the logo as only one element of the system.

In its most basic form, a branding system consists of the business basics: logo, business card, stationery, business forms, collateral materials and clear usage guidelines. The guidelines set the parameters with which you can use and display the brand and provide guidance for developing new brand elements. New forms, advertisements and brochures are just some examples. The guidelines also outline what colors, fonts and styles can be used in conjunction with the brand as well as acceptable logo alternatives.

The initial stage in developing a branding system is research - lots of research. As a starting point we need to know your mission and get an understanding of the position you wish to hold in your customers mind as well as your competitive landscape. In addition, it is very important to understand who your target audience is and what other brands they use. Through this research we are better able to develop a profile of your company and start pulling out key words and images that can be associated with your business. This in turn leads us to the visual elements that make up your brand and eventually, through creative exploration to a logo and branding system.

This may all sound pretty complicated, and it is, but remember that developing the right logo up front can save you a lot of time and energy and should help make you a familiar name and brand to your customers.

Next article: Just what goes into developing the logo and branding system?