What is the difference between a brand, identity, and logo?

Your brand is the result of how other people feel about your product, service, or business. It’s a perception that people have based on their experience. It’s your companies overall reputation.

Everything that makes up how your business looks, sounds, feels, tastes, and smells is your brand. It includes everything that you can and cannot touch. We can’t fully control what people feel about us, but we can do our best to make a good impression.

Your identity (or branding identity) is all of the visual components that make up your brand. It’s what makes you stand out and lets people know who you are. Your identity is made up of visual touch-points like your logo, brand colors, typestyles, icons, patterns, business cards, letterheads, vehicle graphics, so on. When your identity is completed, you will receive a brand style guide that acts as a visual roadmap of your logo and visual elements.

Your logo is a mark that represents your company in its simplest form. It’s usually an icon, typestyle, or combination of them. The logo is the most recognizable element of a brand identity. It should be simple, recognizable, and appropriate to your brand. A logo isn’t about communicating what you do, it’s about creating a simple mark that identifies who you are.

Should I consider a brand identity design?

If your business is local and established with loyal customers then most people won’t be offended by what your visual brand looks like.

If you are in an industry that is more competitive such as entertainment, tech, health and wellness, hospitality, or food service, then having a powerful visual presence can really boost your sales and company morale.

Whether you’re in the early stages or your business is established, having a strategy and appropriate visual identity build a stable foundation for future growth.

How picky should I be about my logo and identity?

The honest truth is that if you want your company to become a brand that people love, you first need to earn people’s trust. Your logo and identity act as your companies face and ID.

Since logos are the most commonly used visual element that represents your company, it needs to be well thought out and future-proof.

At FocalFuse, we create responsive logo solutions that allow your logo to be easily identified in any size environment from a billboard to an app icon.

We create our logo marks to be simple, appropriate, and memorable- a formula that has been proven to resonate with people and turn customers to advocates.

Are we a good fit?

If you are looking for something fast, quick, and cheap, we are not the right fit for you. FocalFuse helps people and businesses who are determined to thrive in a competitive market to be seen, heard, and understood with captivating visuals.

What is my investment?

The size of your company, risk, and project scope are just a few factors that influence the investment size. Big problems call for big solutions.

Our google search shows that a professional logo can range from $500 to $5,000. Some logos are sold for millions. Ours aren’t…yet.

Our other google search shows that brand identities range from $2,000-$10,000

How long does the process take?

It depends on the project scope and deliverables that are needed. It can take 2-4 weeks to complete a logo package and 1-3 months for an identity package with additional marketing materials.

Can we work remotely?

Definitely! Due to the times at hand and modern technology, we can effectively manage projects from a distance. We use PDF’s, emails, phone calls, videos, FaceTime, Zoom, and can accommodate to what’s convenient for you.

I already know how I want my logo to look. Can you make it for me?

In most cases, the answer is no. You have already solved your problem and now you just need a designer to draw it in a design program.

At FocalFuse, we offer strategic thinking, brand research, emotional intelligence, mindful concept exploration, and other approaches to help create brands that people love. We might not be the right fit for you.

Can you make my website?

Similar to identity design, web design is a specialty of its own. While we have the ability to create effective websites, we leave that to the professionals.

We’d be glad to recommend someone, give some helpful pointers, or help consult on a project to ensure brand consistency.

Your brand style guide will also be a great tool to help web developers adhere to your communication style and create visual consistency.

My detail business was struggling to attract the right type of clients. We spent hours deep cleaning pet hair and stains. Our new brand identity allowed us to look the part and attract premium clients. We are saving time by avoiding the big messes and servicing the vehicles we love.

Tim Champion | Owner of Champion Detail Service

Be Seen, Heard, and Understood.