• Learn How to Build a Powerful Personal Brand That Will Differentiate You and Allow You To Compete in the Global Marketplace.
  • Leverage the Relationship Between a Brand and Logo

    The following answers are provided by members of Young Entrepreneur Council (YEC), an invite-only organization comprised of the world’s most promising young entrepreneurs. In partnership with Citi, YEC recently launched BusinessCollective, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses.

    Chris Goward1. Your Logo Is Not Your Brand

    The goal of branding is to own the one feeling that motivates your prospects to act. If you’ve created a feeling that propels action, the logo is simply a visual cue prompting that feeling. Your logo is not your brand, but should be associated with the feelings you want. Show your logo at the “moments of truth” where you’ve delivered your “wow” experiences to create that positive association.   – Chris GowardWiderFunnel

    Kristopher Jones2. Both Influence How People Feel About Your Product or Service

    The best-selling author of Start with Why Simon Sinek puts it this way: “People don’t buy what you do. They buy why you do it.” In other words, people buy based on emotion. How does your brand and logo make the buyer feel? Your brand and logo are critical elements of your product and must elicit an emotion that exudes trust and makes them want to buy your products.   – Kristopher JonesLSEO.com

    Stanley Meytin3. The Logo Points Back to the Company

    If a brand is the “relationship” that signifies a bond between a company and consumer, then the logo would be the idea of how that relationship functions. The logo is a simple way of pointing the customer back to the original company. It is the visual face of your business, which is used to show a preexistingrelationship between a company and audience member.   –Stanley MeytinTrue Film Production

    Ashleigh Hansberger4. A Brand Is a Value Message

    Branding is a process of defining, shaping and influencing — visually and verbally — the story, emotion and meaning you want people to experience. A brand is a value message to the world. A logo is the defining mark of a brand’s essence. Take a holistic approach. Invest in a solid strategy to define your brand and positioning. Use that to inform and inspire your visual system.   – Ashleigh HansbergerMotto

    Blair Thomas5. The Logo Represents the Brand

    It’s important for your logo to communicate and represent your brand in a succinct, easily consumable way. A great example of this is Twitter. A realistic image of a bird would’ve communicated the idea well enough, but choosing the more simplified, more cartoon-like approach sent a different message. It didn’t just communicate the idea of “tweeting,” it gave the platform a young and light feel.   – Blair ThomasFirst American Merchant

    Roger Lee6. The Logo Needs Not Be Prioritized

    Companies spend a lot of resources on creating or updating logos but often forget about explicitly developing and nurturing their brands. If you have an easily definable brand, the logo should be a relatively quick and easy next step. When a company has no discernible brand qualities and the logo projects qualities that aren’t reinforced elsewhere, then the logo is useless, or worse, confusing.   – Roger LeeCaptain401

    Andy Karuza7. A Logo Tells a Story

    Every good logo is easily recognizable and preferably tells a story. Somebody should be able to take a quick peek at a logo and understand your brand’s core value proposition. For instance, Slack includes a hashtag that relates to the fact that the service allows company people to follow an internal conversation topic.   – Andy KaruzaFenSens

    Jayna Cooke8. The Logo Creates the Feeling of the Brand

    A brand is how someone feels about your company; your logo should reflect this feeling and embody everything that your company does. It is the first visual representation of your brand that anyone sees. Is it clean and crisp or chaotic and loud? You have to think about how you want your brand to be represented through your logo.    – Jayna CookeEVENTup

    Peter Boyd9. The Logo Is Just the Beginning

    Branding is more than just a pretty logo; it’s the message, personality and whole image of a company. The logo is one part of a brand identity. When a company creates a logo and wants to build a brand, the logo is just the beginning. It’s then how one uses the mark with other aesthetics and marketing efforts that build brand awareness.   – Peter BoydPaperStreet Web Design

    Chuck Cohn10. Your Logo Should Encompass the Future of Your Brand

    Your logo must be timeless. Anything outdated will make customers think the same about your company, as to them the logo and the brand are one in the same. When designing a logo, remember to think about the bigger picture and plan for the future. Your logo needs to represent your brand not just today, but years from now.   – Chuck CohnVarsity Tutors

    Young Entrepreneur Council (YEC) is an invite-only organization comprised of the world’s most successful young entrepreneurs. YEC members represent nearly every industry, generate billions of dollars in revenue each year and have created tens of thousands of jobs. Learn more at yec.co.

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