here is a common misconception that your company’s logo is its brand. Wrong. Your company’s logo is what people associate with your company. Your company’s brand is its identity. It’s who you are as a company. Whether you provide a product, service or both, it’s important to know the difference between the two.
Brand Identity consists of your image, and what emotion you want your customer to perceive. Everything the company does, owns, and produces should reflect on the values the company holds as a whole. If you want your company to be known for its humanistic characteristic, getting out there and doing volunteer work in the community will definitely boost your reputation of good will.
However, branding also includes the visual aspects. Things like your logo, the symbol of your company, stationary, marketing strategies, slogans, etc. This is what the world will associate with your company. Sure you can have catchy slogans and clever ad campaigns, but if you don’t combine that with an identity that is going to set you apart from the competition, you’ll blend in with the crowd.