When most professionals hear the word “brand” they immediately think logo. If you’re in that camp, keep reading, we’d like to offer a broader perspective. A logo is an important piece of your brand identity. It’s a representation of the company, and it works in concert with fonts, colors, and messaging.
Your brand is bigger. A certain Denver branding agency, yep that’s us at Cornerstone Creative, builds brands strategically using the brand pyramid. This is a hierarchy of branding elements includes the following:
- Tangible Benefits
- Emotional Benefits
We use these elements to construct a brand from the bottom up, as we go higher on the pyramid we capture the heart of the company’s values vision and mission and the experience that customers and prospects may consistently experience when interacting with the brand.
Once we build the brand, we can more effectively create the visual identity, including the logo, that best represents the brand.
So with that you can see how the logo is a part of your brand. With all that’s happening in our world, with people working remotely and businesses struggling through the pandemic, having clear and concise communication of what your company stands for. When you’re considering a refresh or rebrand you can rely on the experts at Cornerstone to guide you through the process to ensure a stronger brand going forward.