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A brand is not a logo!

In our daily routine, we are often caught by clients asking us to create their brand but can we really do that? Agencies can create trademarks, be it symbols, monograms, emblems or any other graphic device. We can also help you devise communication design strategies to reach out to potential customers but yet can’t create brands in totality, just a part of it. Even the best communication design companies Delhi NCR, cannot do it as a whole. 

A brand is not a logo. IBM uses a monogram while Nike uses a symbol. Both are trademarks and not logos. What really matters is that a logo, or any other kind of trademark, is not the brand itself, it’s merely a symbol for it.

Brand is much more than a logo or a name. It’s not a corporate identity system or a product. So what’s a brand? It’s the perception of your company in the minds of your consumer. It’s a feeling because all of us are emotional creatures despite our efforts to act rational. Brands are defined by individuals and not marketers, stakeholders or the general public; each individual creates a distinctive perception of brand based on the experience of the product or service. Hence your logo is not your brand, it’s only a unique design or symbol that represent your organisation and position it differently in the minds of your consumers than your competitors.

What is a brand anyway? It is your communication design strategy, design tools, the way your company speaks, your customer service, your calls to action, logos and visuals and most importantly your people. These various elements and more constitute what we call a brand. Companies cannot control the process of brand perception in the minds of the individuals but they can surely influence it through right communication and business strategies. When more and more individuals arrive at a point having the same kind of positive feeling, a company can said to have a brand. In the words of Marty Neumeier, “brand is not what you say, it’s what they say it is”. Inkhorn continuously strive to be one of the best communication design company in Delhi NCR. 

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