Which comes first, a logo or a brand? A logo is a design of arranged letters, lines, or images. A logo is not a brand.  Just because you have a symbol of a key, or antique doorknocker, or an Adirondack chair on a front porch to represent your luxury real estate marketing practice does not mean you have a brand.  It is just a symbol with little meaning.  And, it falls short of the potential to communicate who you are in particular and how you are different from your competition.

What comes first is the brand. A brand tells a story about the company, service or an individual.   Before you can even consider a logo, you must first thoroughly articulate the various components of the brand, i.e., what you want your brand to stand for in the minds of your target market, its extraordinary promise of value, and also how it is distinct from your closest competitor.  This includes: your brand values, the your brand personality, the role of the brand in the lives of the consumer, and the various contexts of your brand, How else can you create a  graphic symbol that summarizes all of that?

Once your target market associates your logo with all that your brand stands for, just a quick glance at the symbol should remind them of your entire brand story. Think of what the silhouette of Mickey Mouse or the Playboy Bunny communicates in an instant! 

Clearly articulate your brand first.  Then create your logo.

Written by Ron & Alexandra Seigel-


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