Logo vs brand
Only few days ago, Seth Godin wrote:
Spend 10,000 times as much time and money on your brand as you spend on your logo.
Your logo is a referent, a symbol, a reminder of your brand.
But your brand is a story, a set of emotions and expectations and a stand-in for how we think and feel about what you do.
Nike spent $250 to buy a swoosh. Probably a little more than they needed to. But the Nike brand, the sum total of what we think and believe and feel about what this company makes–it’s now worth billions.
The swoosh is only pixels.
Now what’s with family businesses, small businesses and start-ups with no money to spend on either a logo or branding?
Aside from their product or service they have their time, discipline, concentration and stamina to throw in and overcome the competition for how they want to be looked upon.
Leaving behind a diary of your company story is an uncomplicated and very practical practice especially when done by small businesses and local shops with no other means to gain customers and stand up to the dominance of franchises and malls.
brandblog.eu launches end of March
branchenblog.bayern brandblog.eu branding corporate identity design of business projects Logo vs brand Mark Sargent Seth Godin