For beginners and those completely unrelated to marketing, certain terms are not so obvious. I often get inquiries that make me realize that people are misapplied or even worse, that they use them interchangeably.

So let’s take a moment now to briefly explain what a logo and brand are, as well as trade mark and what the fundamental differences between them.

What is a logo?

A logo is a sign and / or written text that represents a brand and may or may not tell customers what it does. This is the basis of visual identification but also the basis for creating a brand, which is its top label. The logo should be used consistently at every point of contact with the customer – from a business card, letterhead, e-mail footer, website, to the product and / or service itself, as well as marketing communication in order to build awareness and quick association in the minds of recipients. This is what is often registered as a trademark.

A well-designed logo should evoke associations, images or emotions, depending on the relationship with the brand. Undeniably, the logo helps build brand awareness and recognition. So it is important to take care of them properly at the very beginning.

What is a brand?

A brand should be understood as everything – tangible and intangible – that the business represents. It is the brand that gives its logo a meaning and creates an individual character, influencing how others perceive it. The brand is therefore the result of positioning, communication, each interaction and emotions that accompany it, as well as the expectations that arise around it.

This means that it is a source of creating a competitive advantage that is difficult to obtain nowadays.

If the customer’s experience with the brand is positive and of high quality, he also begins to identify, evaluate and finally choose it, because the assumptions are in line with his preferences and expectations. So it can be said that the brand reflects the quality and recognition of the audience.

In a market economy, it determines success because it is valued and can be sold later for certain amount of money.

What is a trademark?

This is the most legally guarded element, so let’s briefly explain it to you. 

A trademark may be a word, figurative, word-figurative, sound and word-graphic-sound sign. It may be protected in the Patent Office if it is distinguishable in the course of goods or services. You can only register for a specific category according to the International Classification of Goods and Services.

Therefore, the logo, brand and trademark, although they have common features, such as graphic form, name, differ, for example, in the legal form, method and scope of protection. So it is impossible to determine which is more important. The logo is a showcase that must catch the eye and build awareness, and the brand ultimately defines its position by reflecting the thoughts and emotions of customers. This combination only affects business success. The logo should be taken care of in the first place, which, together with the written brand strategy, will allow you to effectively reach recipients from the very beginning, communicate values ​​and create experiences that will ultimately benefit you and your customers.

In metaphorical terms, it is often said that the logo is birth and the brand is identity.

If you already own or manage your own brand, consider:

• is the image funny, friendly, professional or controversial?
• what do you offer, what do you communicate and do to keep an appropriate image of it?
• are all activities in line with the assumptions and values?
• is visual identification properly embedded in all communication?

You need help?

You can be sure that I will look at your existing brand as a whole or help you create a new one for which you already have a certain plan and idea.

Write and let’s talk.