At the beginning there was a logo…

– the difficult art of creating a brand image.

 At the beginning there was a logo…
– the difficult art of creating a brand image.

An image or a logo will not create a company, but can a company exist with no image? 
A situation where the offer is perfect and no one sees it, happens extremely often.
A good logo is the basic weapon in building brand identity. Essential, but not the only one.

Virtually almost every human venture needs a sign, identifier, symbol.
First of all, the image is remembered better than the word, as Cicero and the creators of the first mnemonics already knew. Secondly, the mark makes it possible to distinguish one product from another. Thirdly, by combining often abstract symbols, we can encode the message and express some features or values ​​of a given brand.
It is not without a reason that when we look at the logo we feel that we are dealing with luxury brand, sometimes we know that the brand is massive. One is young and dynamic, the other seems mature and stable. However, identifying a brand image or branding with only a logo is unfortunately short-sighted. After all, the decision of buying a product or choosing a service is not just about selecting the prettiest stamp or sign.

"A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another," writes Seth Godin, a world-renowned marketing expert. 

Realising that the brand does not consist of only visual aspects sets a new, broader horizon for action.
How to become a part of the world of your recipients, convince them to establish relationships with the brand, build attachment and loyalty… you will learn in the next articles about the difficult art of creating a brand image.