It used to be that the words “logo” and “brand” were synonymous. But that has changed in a big way. So what are we dealing with now?
Your brand is everything--everything you do, say, (don’t say), show--all of it. And it’s broken into two main parts.
Your brand identity is everything that makes up the visual representation of your brand. This would be your logo, colors, fonts, photos, social media templates, use of white space, etc.
Your brand strategy is how you communicate your brand identity. This would include who you’re talking to, where you are posting, what you are saying, etc.
They should be considered two sides of the same coin. The best overall brands have these two elements inextricably linked. There are no purposeless, throw away items in the brand identity because their brand strategy is highly developed.
Consider Mirbeau Inn and Spa. This is a luxury hotel inspired by the work of the classical French painter Monet. They target those with disposable income who are looking to get away for the weekend, unwind, engage in some self care, and perhaps enjoy a fine meal.
Their logo is not blocky or campy. In fact it is reminiscent of Monet’s own signature.
Their color story is reminiscent of Provence with the powdery blues and haystack golds.
The photos they’ve chosen are not grainy or edited with effects. They are high quality--reflecting the experience you would have should you visit Mirbeau.
You will not find them using words like, “rad” or, “totes awesome.” The language is refined and full of terms to reflect the atmosphere of hospitality you can expect from this property.
They will not be advertising on the back of your diner menu. They will find you in targeted ads because you shop at Nordstrom.
So you see these two pieces of your brand can work together beautifully. But if even a single facet of either your strategy or identity is neglected it lessens the effectiveness of your brand as a whole.
Amy Mertz is our Creative Director, StoryBrand Certified Guide, and copy writer. When not in the office you can find her chasing down her toddler, searching the land for great coffee, or espousing the current books on her nightstand.