Several years ago I was asked to design a logo for a golf course. The club was owned by a larger organization that also operated various other businesses. At the initial meeting, the client explained that they wanted this logo to represent mainly the golf aspect but that it also needed to hint at how diversified their company was. They requested very specifically that the logo should have a golf course in the foreground, and tall skyscrapers and airplanes in the background to illustrate the real estate and aviation aspects of their operation.

What is the difference between brand and reputation? Very often we hear these two concepts used interchangeably when in fact they are quite different. Let’s take brand first and, for the sake of simplicity let’s stay in the sphere of corporate brands.

Brand is the story a company tells about itself. A company formulates a series of concepts about how it behaves, what values it has, why it does what it does, what it aspires to be, etc.