Now that most medium and large brick-and-mortar retailers are migrating to online stores in a process we could well call a digital exodus , problems such as the difficulty in differentiating between brand and logo are emerging.
These problems, in turn, appear mainly when creating the e-commerce interface or layout. Fortunately for all business owners and entrepreneurs in the business, it is very easy to distinguish a brand from a logo.
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What is a brand?
Brand is fundamentally a concept. That is, a brand brings together all the good values and virtues that entrepreneurs or businessmen intend to transmit to a target audience from their companies.
As a brand is a concept, it moves within the scope of ideas. Therefore, it cannot be seen or touched, but only experienced. As the “pope” of Marketing, Philip Kotler, makes known to us, a brand can be expressed on six different levels of ideas:
1. Attributes: quality indicators
2. Benefits: emotional and functional advantages
3. Values: ideals or life purposes
4 Culture: knowledge, beliefs, customs and habits acquired
5. Personality: its own qualities that differentiate it from the others
6. User: suggests the type of consumer who can take advantage of it
Within these six parameters, a brand can be, for example, the idea that one makes or wants to make of a product, a service, a private company, a public institution or another type of organization.
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Whatever and/or whatever, the more a brand is fixed in the consumer's mind, the greater the loyalty beyond reason (unconditional love) that this consumer feels for it, as the CEO of Saatchi & Saatchi, Kevin Roberts, explains. , in "Lovemarks: the future beyond brands".
What is a logo?
If a brand is a concept, then a logo is nothing more than the graphic representation of that brand. Being a graphic representation, it contains – according to Professor Wanderlei Paré of Metrocamp – characteristics such as:
– Color pattern: combination of two or more colors;
– Readability: ease of being visualized and understood;
– Reproducibility: practicality of production and replication;
– Adaptability: accommodation in different contexts and sizes;
- Marketplace: expresses the desires and desires of the target audience.
Therefore, the more well-developed the logo design and the design of the online store where it will be placed, the easier it will be for the consumer to assimilate the ideas (attributes, benefits, values, culture, personality, and user) that you intend to convey with your brand.
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A well-transmitted and assimilated brand, in turn, generates customer loyalty , that is, it transforms consumers into regular customers. For e-commerce directors, this is great, because statistics show that retaining a customer can be up to four times cheaper than acquiring new ones.
