Many start-ups, especially the first-time business ventures, have confusion on how to position themselves in the market. They collate information from different channels and try to make out strategies to win the market with their products. While coming to marketing, a majority of the people understand the necessity of branding as an effective tool. However, most people, including businesses who are in the industry for decades, underestimate the role of the branding design agency. Many of them think that creating an awesome logo is the only job associated with branding. This is where people fail to understand the tool effectively and utilize its possibilities in full extent.

Why Your Brand Needs more than Just a Logo? - Blog Lorelei Web Design

What is Branding?

In simple words, branding is the process of creating a unique identity of a product or service in the customers’ mind. Moreover, it gives a unified experience to the customers in every aspect of the process from product designing to marketing. Keeping consistency and quality is the backbone of any brand, and if it fails to execute the same, it can no longer be called as a brand. Branding involves a number processes including identifying its target audience, defining mission statement, outlining and key benefits and qualities, making a great brand logo, building a brand message, integrating brand to all the aspects of business, and more. In simple words, logo in the branding process can be compared to the tip of an iceberg.

It Interacts with the Customers

It is one of the most characteristic features of a brand. The brand uses various modes to interact with people including its color scheme, brand voice, logo, social media, and more. Everything created by the company that adds value to the product or brand is part of its branding process. It efficiently interacts with customers and creates a positive vibe about the product in customers. Additionally, it effortlessly highlights the unique qualities of a product, which marketing campaigns fail to do often. Also, it improves the business efficiency and profitability as it delivers the message to a much larger audience with lesser effort.

Consistency is the Heart of Branding

Consistency is the key to any sustained business; when it comes to branding, consistency is its heart. People should make sure that the entire process of branding shows consistency to each other. For instance, if a brand has an amazing logo, elegant color scheme, and striking imagery but the website landing page is awkward, it fails to retain the consistency. Note that branding is a personality and displaying a strong personality gives better credibility that can earn customers’ faith. Creating consistency in a logo is easy, but maintaining the same in the branding process is a strenuous job. Follow an initial strategy of making visual aspects of branding consistent and later move on to other areas.

Never-Ending Process

Creating logo is a one-time process. If you have created an amazing logo, the job ends there, unless you go for a rebranding. But, branding is a never-ending process, and it continues as long as you want to place the product on the market. Importantly, branding process has some “one-time jobs” and “recurring jobs.” The recurring parts include understanding the changing customer priorities, responding to their needs, efforts to make the brand shine, and more.


Since branding is an extensive process, people should not underestimate the importance of the logo. While branding is a whole experience, the logo is one of the most critical parts of it and can be described as the face of it. Sometimes the logo alone can speak a lot about the brand. Think about the logo of Apple; it gives a picture of quality, value, consistency, innovation, and more of the brand effortlessly. That is where the brand wins, and the logo becomes the most visual representation of it.