Consistent branding versus a logo | Fiona Gobbo Creative
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LOGO VERSUS CONSISTENTE BRANDING SYSTEEM | FIONA GOBBO CREATIVE

Consistent branding versus a logo

As an entrepreneur there are certain elements that people say you need to have in order to have a succesful brand. One of those elements is a recognizable logo.

 

However, just having a logo is not enough in our opinion. Especially when you have a high-end business or luxury brand. You need a consistent branding system.

 

Consistent branding is vital for luxury brands to attract clients. A luxury purchase is not a necessity or the client is looking for something exclusive that will make their life a little more luxurious. A brand experience helps a client to make a purchase. Strong, consistent branding plays an important part.

This means: you need more than just a beautiful logo. A high-end business or luxury brand needs a brand identity with a visual & non-visual identity based on strategic choices. A branding system will help a brand to stay cohesive and consistent.

That is why you need to start building your own consistent branding system today:

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CONSISTENT BRANDING VERSUS LOGO | Fiona Gobbo Creative | A luxury brand or high-end business needs a consistent branding to build their brand

Strategic branding & brand identity

3 reasons why your brand needs consistent branding instead of just a logo

 

01 | Logo versus consistent branding

One reason why consistent branding is important is the fact that one logo often won’t work everywhere. Especially if the primary logo consists of several elements with different font sizes. It is advisable to work with multiple variants. Of course, as a brand designer, we take into account the applicability and legibility of the logo. We look at the ways in which the logo is used by the brand and, among other things, we adjust our design choices accordingly.

All the logo’s that are created are called a logo suite. The logo suite exist of a primary logo and a few alternatives. The alternatives can be a icon or symbol, an extra word mark or an emblem. This all depends on what is needed and uniquely fits the brand.

Obviously you always have exceptions — Apple’ apple symbol for example — but most of the time the brands can get away with it because they spend years building their brand. After Apple introduced their Apple symbol they still used ‘Apple’ in the logo. Later on they switched to just the symbol. maar die kunnen er vaak mee wegkomen omdat ze jarenlang hebben gebouwd aan hun merk. Nadat het symbool werd geïntroduceerd werd er nog gebruik gemaakt van de naam ‘Apple’ in het logo. Later zijn ze pas overgestapt op alleen het symbool. In addition, it also comes back to the simplicity of the design: it is applicable and ultimately recognizable. You only get this effect if you strategically build your brand.

CONSISTENT BRANDING VERSUS LOGO | Fiona Gobbo Creative | A luxury brand or high-end business needs a consistent branding to build their brand
CONSISTENT BRANDING VERSUS LOGO | Fiona Gobbo Creative | A luxury brand or high-end business needs consistent branding based on strategic choices

02 | Not just a visual brand identity

A branding system doesn’t just create a consistent visual design. It’s more than that — the strategic choices that are made create a personality. de strategische keuzes die worden gemaakt creëren een persoonlijkheid. Think of the way the brand communicates (tone of voice) or a unique personal style (creative / visual direction). But also: the customer will recognize the brand (brand recognition) because the same elements are used consistently (brand identity and design).

When you have just a logo it will create brand awareness or recognition at most because people recognize the logo. You can add illustrations to illustrate what your brand does but it won’t get you much further than that.

A brand system, on the other hand, ensures that you know HOW you are going to build the brand. Because your brand is much more than just your (visual) branding. It’s your choices to use certain materials, the words that are typical for your brand, colors and typography, photos or videos, and more. The magic of consistent branding lies in the translation to brand touch points. Think about your social media channels, flyers, business card, website — every point of contact that the ideal client comes into contact with from your brand. To make this translation seamless, you need guidelines that are based on strategic choices. You usually don’t get this far if you only have logo developed.

CONSISTENT BRANDING VERSUS LOGO | Fiona Gobbo Creative | A luxury brand or high-end business needs a consistent branding to build their brand
CONSISTENT BRANDING VERSUS LOGO | Fiona Gobbo Creative | A luxury brand or high-end business needs consistent branding based on strategic choices

03 | Branding is just the beginning of the process

A logo is not your brand. All the strategic choices we have mentioned above are what makes your brand come together as a consistent force. Strong brands most of us recognize — Apple or Chanel for example — have spent years to (re)build their brand and create a brand experience around it.

It’s the reason why we always tell our clients that after the Strategic Brand Design or Strategic Rebranding the real work starts: (re)building your brand.

Because strategic choices have been made in the brand strategy and a brand identity is based on it, the brand is given guidelines to work with. As a luxury brand, you can be creative within these guidelines to consistently implement the branding for recognizability with the ideal customer.

With just a logo you wouldn’t even come this far. The only thing you’ll have is one visual element. This creates room for personal interpretation and inconsistency. I a world where a lot people are confronted with endless stimuli it’s important to have consistent branding that can gain the attention of the ideal client.

CONSISTENT BRANDING VERSUS LOGO | Fiona Gobbo Creative | A luxury brand or high-end business needs consistent branding based on strategic choices

(re)building your brand

The importance of consistent branding

 

You will miss out on opportunities for your brand with just a logo. It makes no difference to the client or your brand. It is the strategic choices that are made when tackling branding — working from a strategy to brand identity to a brand experience — that makes the difference. The strategic choices that lead to the brand identity and brand personality allow you to discover what makes your brand unique. And by using the branding consistently, you ensure recognizability among the customer and success for your brand. Especially for a luxury brand it is important to attract a certain clientele that either needs to be persuaded or convinced of your exclusivity.

Luxury Brand Identity | Fiona Gobbo Creative | Creating a clear long term vision as the base for the luxury brand identity

Strategic branding expert

Ciao, I’m Fiona Gobbo

I’m the brand strategist & designer behind the luxury branding agency Fiona Gobbo Creative (the name might have tipped you off). I love helping brands with shaping their unique identities through strategy and design. When I’m not working I’m spending time with my cat Vinny, drinking flat whites with friends (or on my own — introvert ~*~vibes~*~) or working on other creative projects like my style blog.

With the blog I will inspire you with my next level branding tips to help you (re)build your high-end or luxury brand.

Luxury Brand Identity | Fiona Gobbo Creative | Creating a clear long term vision as the base for the luxury brand identity

Strategic branding expert

Ciao, I’m Fiona Gobbo

I’m the brand strategist & designer behind the luxury branding agency Fiona Gobbo Creative (the name might have tipped you off). I love helping brands with shaping their unique identities through strategy and design. When I’m not working I’m spending time with my cat Vinny, drinking flat whites with friends (or on my own — introvert ~*~vibes~*~) or working on other creative projects like my style blog.

With the blog I will inspire you with my next level branding tips to help you (re)build your high-end or luxury brand.