Building a Brand

Designing a Logo vs. Building a Brand: What’s the Difference and Why It Matters

Logo design and branding are two essential elements (among many others) of creating a successful, long-lasting business. They work together to help you stand out from the crowd, connect with your customers, and tell your story. Let’s get into it.

What is logo design?

In its purest form, a logo is a visual symbol that represents your business.

Here are a few examples:


The Nike Swoosh, which represents the wing of the Greek goddess of victory (Nike) and suggests motion, speed, and accomplishment.


The Amazon logo, which has a smile-shaped arrow that connects the letters A and Z, implying customer satisfaction and a wide range of products and services.


McDonald’s “Golden Arches”, which are inspired by the original restaurant design and evoke a 50’s drive-in aesthetic.

Like in these examples, a great logo communicates a distinct brand identity and should be instantly recognizable and memorable.

Why is logo design important?

Kinder Books Logo & Bookmarks

Kinder Books Logo

Every business should have a logo. More than just a graphic, a well-designed logo creates a lasting impression. It’s a visual connection point that unifies all aspects of your business, from your website to your social media to your packaging.

A quality logo tells your customers that you care about your image and that you have high standards for your work. It should convey some sense of your business’s values and personality to your customers.

A good logo design makes you look professional, trustworthy, and reliable.

It also makes you look cool (cool is good!).

How is a brand different from a logo?

A logo is “just” a symbol, but branding goes much deeper. Branding is all about how your business is perceived and is connected to everything your business does—from how you answer the phone and what kind of cardstock your business card is printed on, to the pricing strategy for your products and services.

Branding is all about creating an emotional connection with your customers and making them fall in love with you. It’s everything that shapes your image and reputation, such as your name, colors, fonts, tone of voice, values, mission, and vision. When people think of your business, they think of your brand—it is that important.

To sum it up: branding is way more than just a cool logo.

How do you build a brand?

Kinder Brand Board

Kinder Books Brand Board

Building a brand is not something that happens overnight. It’s a process that requires strategy, creativity, and consistency. As a business owner, it’s up to you to take an active role in shaping your brand and the perception your audience has of you—but don’t stress too hard, we’re here to help.

Whether you realize it or not, your business already has a brand. The question is: does it reflect who you are? Does it resonate with your target audience? Are you happy with it?

If not, then you need to invest in a brand identity—an ideological foundation for your business and a set of visual assets and resources that help you create a consistent and distinctive image for your brand over and over again.

Beyond a clear and compelling Brand Story, which defines your mission, vision, core values, culture and purpose, it includes distinctive visual elements such as a killer logo, color palette, typography, style guides, and marketing materials. A well-made and complete brand will help you communicate your values, personality, and story to your audience—which is key to winning over their hearts and minds.

To make sure the job gets done right, many businesses choose to work with a branding company like Steady Studio. We help you discover your core emotional truths, craft a compelling story, define your values and what you stand for, and design a visual identity that captures the essence of your business. When you work with Steady, we also make sure that you have fun along the way!

How logos and branding work together

Kinder Books Store Front

Kinder Books Store Front

When we say a logo is “just” a symbol, that’s not to say it isn’t important. In fact it is so important, many companies spend hundreds of thousands of dollars on design and research, just to make sure it’s just right.

Your logo is a crucial part of your brand. It’s what people will see and remember when they interact with your business. It’s what will appear on your website, social media, flyers, and more.

When people see your logo, they should instantly associate it with the positive feelings and experiences they have with your brand. If you have a great logo, it will help you convey your brand identity and stand out from the crowd.

Your brand is the emotional connection that your audience has with your business.

Your logo is the visual cue that triggers that connection.

Both your logo and your brand need to be aligned and consistent.

Your logo is an essential piece of the jigsaw puzzle that makes up your complete brand. One just isn’t complete without the other.

A logo is a symbol that represents your business. A brand is the stories and ideas that define your business.

A logo makes you look good. Branding makes your audience feel good.

A logo helps your people recognize you. Branding helps your people remember you.

Ready to go Steady?

We are Steady Studio, a dynamic duo of branding and design experts with 30+ years of combined experience. We create compelling brands that connect deeply and inspire action from your customers. Did we mention we also love emojis, coffee, and dogs? 🐶

Now that you understand the difference between a logo and a brand, it’s time to take your business to the next level. Unleash the full potential of your brand by working with us to create a logo and branding that will improve every aspect of your business. Customers notice, word spreads, your marketing becomes more effective and, most important, profits increase!

Contact us today to find out how we can help you create a logo and branding that reflect your vision and values.