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Branding & Logo Design: Why You Need Both

Are you as confused about branding and logo design as the rest of us? Let's clear things up in this helpful guide.

Design A Logo For Your Brand on Amazon

Branding & Logo Design: Why You Need Both
Julia Grant

March 22, 2022

You probably didn’t get started with e-commerce because you love dealing with the ins and outs of marketing. Nevertheless, understanding what role marketing plays in your business and the key elements of a good marketing strategy are crucial for succeeding in any online business. 


What is Branding? 

Branding and logo design are two important components of your marketing strategy, but they are very different. 

GIF of a man saying "I needa logo!" and another man slapping him while saying "no! you need branding!"
Source: Giphy

Branding is the process of creating an image surrounding your business. Think of branding as developing the vibe you want people to feel when they encounter your business or think of your brand as a whole. There is a ton of psychology that goes behind branding, including color psychology, pattern recognition, personality, and community. 

Every brand should spend time and effort to think through what culture they want their company to create and how the customer or client fits within that culture. Many companies turn these brainstorming results into a “branding kit” - a collection of phrases, fonts, moods, color schemes, and core values to be included in any and all marketing endeavors. 

An example of cohesive branding for a coffee company.
Source: Unsplash

These brand kits ensure that any piece of material that goes out from the organization is synchronized and congruent. 

When creating your branding kit, you want to consider:

  • Brand Values (What is the mission and vision of your company? Why do you exist? What problems are you solving? Is social responsibility a value of yours?)
  • Personality (How your brand will choose to voice itself - sincere, rugged, competent, sophisticated, excited, etc.)
  • Customer Experience (How you want customers to feel when they interact with you - encouraged, uplifted, energized, convicted, etc.)
  • Design (Font choices, color palette, mood for pictures/videos)
  • Logo & Slogan (What symbols and phrases you want your customers to remember about you)
  • General Company Culture (What values will drive the way you deal with employees, customer service, world events, and more)
A graphic showcasing some of the core elements to a branding kit titled "Elements of Your Branding Kit" and including Brand Values, Personality, Customer Experience, Design, Logo & Slogan, General Company Culture

All of these (and more) help you to develop your brand identity. The process of creating this brand identity is called branding - and it’s a lot of work.

Why Do I Need A Logo?

As you’ll notice, logo design is a small portion of this process. Why is it so important? 

Your logo is the best way to take your brand identity and summarize it in one graphic, image, or icon. Paired with a witty and simple slogan, these two can help communicate your larger brand identity in an easy-to-digest way that is more likely to stick in your customer’s memory. 

A logo that EcomHub created for a client.

You can think of your branding kit or your brand identity as the in-depth manual to your organization. The logo and slogan? These create the front cover that people remember seeing on their bookshelf over and over again.

Without a logo and slogan, you are left hoping that the feeling you created within a customer is enough. It’s not! You need to give your customers something symbolic that they can associate with that feeling in the future, so they keep coming back for me. Logos do exactly that.

A logo that EcomHub created for a client.

Logos are essential because they:

  • Create a fast connection with your audience.

Logos give you a chance to quickly connect with your audience using a well-thought-out but simple icon or graphic design. When this logo is placed on your website, social media, packaging, and physical marketing products, it quickly lets the customer connect what they are receiving with who it’s coming from. 

  • Showcase your brand identity to customers easily.

Not every customer is going to spend adequate time engaging with your brand to enjoy all of your branding work. What every customer should see is your logo - which is a small summary of your brand identity. Your high-resolution logo should be in line with your branding kit and express your company’s culture well as a micro representation of who you are.

  • Set you apart.

In a world of generic products coming from overseas, having well-branded products and a well-designed business logo that connects your audience to your brand can set you apart. It distinguishes you from the generic, yes, but also from competitors who may not have invested the time and energy into creating their logos as you have.

  • Allow consistent messaging on every platform.

Your logo is a calling card that you can use on social media, your own website, Amazon, marketing campaigns, product inserts, and more. This logo, in conjunction with your brand identity, allows you to create a consistent and congruent experience for your customers, no matter where they are interacting with you.

  • Build trust with your customers.

Customers like to know they are working with “legit” vendors. Your Amazon brand logo shows customers that you are serious about what you do and who you are as an organization. Having a memorable logo helps customers know they can trust you, and remember to trust you and your brand in the future and increases customer loyalty.

A good logo design process can have different steps, for brick and mortar stores it could be a naive step of selecting a blue background, a tech giant might have a different process of designing a well-constructed logo, and the earth's biggest bookstore must have different steps.

Creating your own logo or a new logo is not complicated, you can find attractive logo templates by a couple of professional designer, but you should take your time while coming up with your unique logo designs. You can visit our in-depth guide to logo creation here for more help!

A logo that EcomHub created for a client.


Branding and logo design are both essential for anyone selling on Amazon. You need to think about what culture you want your company to have, and what feelings you want to evoke in your customers. Your branding kit will help you do this, and your logo design will assist you in summarizing that culture to customers in one simple icon. Need help with your logo design? Let us help you out!

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Branding & Logo Design: Why You Need Both

Julia Grant

Julia Grant is a copywriter specializing in e-commerce and small business, helping businesses expand their reach with copy that clearly communicates their message and converts. She is a certified translator and interpreter and prides herself on providing culturally relevant content in both English and Spanish.

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