The difference between a logo and a brand identity (and why it matters for your business)

You've got a logo. Maybe a couple of colours you use consistently, and a font or two you've stuck to. On paper, that sounds like you’ve got a complete brand identity. 

There’s consistency on your Instagram grid. Your logo is always visible (although sometimes crammed into a space a bit so it fits). People recognise you. You’re sorted. 

But your branding or brand visuals are so much more than just your one logo and a couple of colours. 

The difference is like wearing a full outfit that works together, that makes you feel confident, ready to show up, versus wearing just the shiny shoes with a boring grey tracksuit.

Logo vs brand identity — what's actually the difference

Having just a logo can make you feel incomplete. You struggle to put a look together that shows off what you do. A logo shows people the name of your business but not much more than that. So trying to communicate what you are like to work with can feel tricky.

If you've ever sat down to create something — a social post, a proposal, a story — and thought this feels hard, it might be because you don’t have enough to work with. You look at your post and think: “do I use this same colour again?”. It feels a bit boring, but you don’t want to change it because you want to stay consistent.

So you might want to look at different fonts. There are so many of them, which can be so overwhelming. You start looking, waste an hour scrolling, try different ones, lose track of which ones you liked just to get back to using the one you always use. 

Then there’s the issue of your logo - it doesn’t really fit in the space but you can’t just leave it off - it’s the shiny shoes, finishing off your outfit, telling people who you are. So you squish it in and think, this will do.

What you’ve created doesn’t fill you with confidence, it has drained your energy and felt like it was hard work.

It feels hard because your wardrobe only consists of one pair of shiny shoes and a grey tracksuit. But your branding can be a full wardrobe full of fabulous clothes making it easy to put together an outfit that works.

What a full brand identity actually includes

A full brand identity gives you a wardrobe to work with, not just one outfit. That means you have logo variations that fit the space, instead of squishing it in and making it unreadable. Instead of one logo, you’ll have a primary one (the one you’ll use the most), one or two variations in a more horizontal or vertical layout, for places like invoices or presentations and a standalone icon, which you can scale down for those smaller spaces. 

It also means having colours that work together cohesively and fonts that add heaps of personality to your look.

When you finally get a full brand identity - the colours, the fonts, the illustrations, everything working together - you'll show up more confidently, you know what to say, how to say it.

Colours and fonts that do the hard work for you

But it's not just about having more to work with. The colours, fonts, and visuals in a full brand identity are chosen to do some of the hard work for you. They will connect with your audience in a way that words won’t. It’s that first impression people get. 

Most people pick colours they like. Or colours that feel safe. Or that are standard for their industry. The problem is that safe colours don't make people feel excited or connected to work with you. They don’t make you stand out or memorable. You’ll blend in with all the other copywriters, SEO gurus, business mentors or [add your industry here]. 

Choosing your colours with more intention ensures that the feeling you want your audience to have, when they see your website, socials or flyer is the right one. Whether that is energetic, welcoming or authoritative. 

The same goes for your fonts, often chosen on a whim. But if they are chosen with intent they tell a part of your story, and your branding will make people feel something. 

The extra layer most people don't think about

Illustrations are another way to add personality to your branding — and one that's often overlooked. Where colours and fonts set the feeling, illustrations tell a thousand words. Not only can they explain complicated concepts, they also show a bit of your personality. Adding a bit of humour, playfulness or creativity to your brand visuals. They give you even more options to show who you are and what you do in an instant. 

Illustrations are included as standard in the Brand That Fits but can always be added as an extra to the Logo Refresh. If you're wondering which you actually need — a logo refresh or a full brand identity — it usually comes down to how happy you are with your current branding. Do you want to stick closely to what you have? Or does it need a drastic change?

Your branding should feel like your best outfit — the one you reach for when you want to feel like your most confident self. The one that shows your quirks. 

You want to feel enthusiastic, unapologetic and unmistakably you. 

If that’s not how you currently feel about your branding, but you want to change that, let’s chat and get that fluttery feeling of excitement.

Book a discovery call

Hey, I'm Emmelie (pronounced Emily). I help women fall back in love with their business through branding that finally feels like them.

When we work together I don't just want a brief. I want to know why you're so passionate about what you do, how you got to where you are, what you struggle with and what lights you up.

Because those details are uniquely you - and that's what makes the difference between branding that looks nice and branding that feels confident, comfortable and a perfect fit.