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Presented by Fresh New Media

Scott Morrison As the CEO and Creative Director of the branding agency Fresh New Media and the Owner and Publisher of DUO Magazine, Scott has expertise in strategy development and in producing effective and innovative marketing solutions for many North Queensland companies and organisations.

Fresh New Media has managed the advertising and marketing for many major local businesses including car dealerships, property developers, charities, real estate, shopping centres and hospitality. Fresh New Media 0418 746 470 www.freshnewmedia.com.au

Logo vs Branding. What’s the difference and why you need both.

Over the years of working with local businesses, I’ve created many logos but much more goes into the final result than you probably see at first viewing. When appointed to the job, my mind is always considering and evaluating a wide range of influences and potential outcomes. It requires research, pressure, analysis and mental visualisation. The logo must be unique, innovative, and reflect the brand’s identity (later). It must be professional. It must differentiate the client’s business from the competition. But creating the logo is just the first step in the total branding solution the client, and I want to achieve for the company. What is a logo design? The logo is the easily recognisable graphic symbol that identifies your company and distinguishes your brand as it competes with all the visual elements that attract our attention every day. It’s usually the first thing people see that identifies your business, and it’s the one that helps them remember it. Your logo is what most people will know because you will use it on all of your marketing materials, website, signage and advertising. The goal, when I design a logo, is to create a positive emotional connection in the viewer with the business.

What is branding? Branding is the image people have in mind when they think about your business, in both a practical and emotional way. It’s the combination of all the tangible and intangible aspects that represent your business or organisation. It’s also the combination of physical and emotional cues triggered by all the touchpoints between a person and a specific brand. These can be the brand name, logo, products, visual identity, staff, or advertising – amongst others. Like many thriving local businesses have shown, a well-designed logo combined with an effective branding strategy will help your business effectively reach your customers while also creating a unique, relationship building brand. If you’re a business owner or manager looking to build a new brand and increase awareness, don’t underestimate the importance of a well-designed logo aligned to your overall branding strategy. It will be an investment for your brand and organisation that will reward you now and in the long term.

Next Issue: What’s In A Name? And why you should never use a TLA.

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Profile for DUO Magazine

DUO Issue 157 January | February 2020  

The Magazine of the North DUO is an elegant, intelligent publication highlighting style, home, fashion, food, travel, culture and exclusive...

DUO Issue 157 January | February 2020  

The Magazine of the North DUO is an elegant, intelligent publication highlighting style, home, fashion, food, travel, culture and exclusive...