Why a Brand Suite Is More Beneficial Than Just a Logo

When your company was first formed, one of the first things it probably had was a logo. It may have evolved since the time it was first developed, but its purpose remains the same: to provide an image that your audience can associate with you enabling them to identify your business on sight. If you want to become recognized in your industry, a logo is essential, however, it’s not the only thing you need. For true recognition, you need a full brand suite. Here’s why a brand suite is more beneficial than just a logo.

In basic terms, a brand suite is a series of different elements that can all be associated with your brand, either individually or together. It includes your logo, but also your slogan, font choice, color schemes, a secondary logo, and more.

For example, let’s look at Coca-Cola. You know the logo by heart. It’s a red circle, with a wavy, white line in it, and the word “Coca-Cola” written above it. You’d recognize it anywhere. But the logo is not all there is to it. There are several factors in play.

First, there’s the font. The cursive font used by Coca-Cola’s brand along with the brand’s red and white color scheme makes the logo identifiable even if it appeared without the words “Coca-Cola.” Even the shape of the bottle is part of the brand. If you see a picture of the classic, glass Coke bottle, with no label on it at all, you still think immediately of the company. This signature bottle style has been used to create a secondary logo for the brand: a Coke bottle in a red circle. Whether viewed together or separately, each of these brand elements create instant brand recognition for Coca-Cola.

When potential customers are browsing the Internet or scrolling through social media, they tend not to stay in one place very long. You typically only have a few seconds in which to catch their attention and get them to stay and browse and hopefully buy something. In those few seconds, visual cues are key.

When potential customers browse your site or your social media, they might not be looking directly at your logo, or your slogan. That’s why it’s important that no matter what they see, they be able to tell immediately that it’s your brand—and set you apart from your competitors and their brands.

Brand recognition is all about repetition. The more consumers see the elements in your branding suite, the more they’ll come to recognize them. Ideally, over time, when potential customers see any part of your branding, they’ll think of you: who you are, what you stand for, and what your products or services can do for them,