Branding, Logo & Identity Difference

A lot of people don’t know the differences between branding, identity, and logo. In fact, most people are not even bothered about this as they erroneously assume that your logo is your brand and vice versa. This has been a topic of heated debate, both online and offline as people use these terms interchangeably without finding out what they mean. In this article, we will be taking a look at the difference between branding, identity, and logo as well as how they all relate to your business and your customers.

To do this effectively, let us take each of these words and define them individually as they relate to your business:



This is a poignant connection, a relationship that your organization or product has with your target audience or market. A brand condenses the most important features of the existence of an entity and translates its uniqueness to consumers. Brands are for building credibility and trust in the fullness of time with its premeditated target audience. It is a relationship that lives on. In a few words, a brand is a relationship between your organization (and establishment) and your target audience. Branding is earned, not made. It is the reward you get for building real and passionate relationships (which is the foundation for creating and delivering value in the marketplace today) with your target market over time.





Identity is a systematic package of illustrative devices that a business entity makes use of to convey information about its brand. These visual devices could be a logo, fonts or even a color system. Visual identity (or visual identity system in full) sometimes include (though not at all times)

  • Brochures
  • Flyers, books, websites
  • Stationery (business card, envelopes, letterheads, etc.)
  • Signage (exterior and interior design)
  • Written content like key messages (conveyed via direct as well as indirect communication)
  • Packaging
  • Customized clothing (worn by employees), etc.

So identity has to do with how your brand looks to your target audience. Being consistent also allows your target market to create or form a memory structure about who you are as well as what value you offer to them to make their lives better or happier. This is all part of the visual identity that showcases your organization to your audience.


Designed by Mayra Monobe




A logo (or logotype) is the visible means by which your business captures your brand’s message and communicates it to your target market. It is usually a trademark that is created using customized lettered words which form a mark for identifying a business entity. More often than not, when people usually refer to a trademark any time they mention the word ‘logo.’ Trademarks used in identifying a business enterprise could be symbols, monograms, icons, signs or badges. Logotypes are used by companies to help prospective customers to identify them readily and to communicate their origin as well as the quality of their goods to an audience. Succinctly, a logo is a feature that identifies a brand.

From the definition of each of branding, identity, and logo, we can see the differences between them as well as how they connect in passing the message of an organization across to its target audience. Branding, identity as well as logos works synergetically to project an organization or business entity to the public, or more accurately its target audience. They are essential ingredients that any business entity, whether new or existing, should strive to incorporate into the big picture of the establishment if your plan is to remain relevant in your chosen niche or industry for a long time.

Original article from Rachel Woody

9 Tips to Creating the Best Food Photos

There is a real art to food styling for photography.  Don't expect to take photos that are @hippilane or @thekitchenmccabe quality on your first shot but with practice and the help of these 9 tips you will be on your way to that coveted instagram page and thousands of followers. 

My first interaction with a food stylist was for a photoshot I was art directing for a popular Las Vegas Strip restaurant. I was absolutely blown away when the artist showed up two assistants carrying three large cases of tools and props. 

The chef would create two of everything. One was a food sit in that we would use to set up the perfect shot. The other was known as the "Hero" it would be quickly taken away by the stylist to get the movie star treatment and create the perfect dish. The stylist work station looked more like a painters studio than a photoshot and when she would finish our hero would be brought in to get the perfect image.  

Her tricks included adding glycerin to the outside of a glass to create the perfect long lasting condensed wet look or painting red strawberries with red lipgloss to make them shine, bacon was glistening with the help of WD-40 and the coffee froth lasted longer than it should have with the help of liquid soap.

We are NOT suggesting you go out and create two of everything or start McGyvering your dishes, but what we learned that day by watching the stylist use out of the box solutions to create the hero made us realize just how much work goes into the "perfect" food image.

9 Tips to the perfect food image.

  1. Use a camera or photo editing app.
    Believe it or not most of the really great food photography on Instagram is taken with the camera not a phone but if you're using your phone use apps like snapseed or Polarr to get that rustic film texture. 
  2. Use ingredients
    Ingredients serve as great props. Cut things up, lay them out and stage your food with them. 
  3. Use different types of plates.
    Different patterns and textures help to create visual balance. Also use smaller plates to give your image a edible perspective.
  4. Use props.
    Props can be anything from old books and plants to kitchen utensils. Pickup sample pieces of materials from places like Homedepot which sells wood and marble in large square sample pieces to use as your background. Also purchase various small pieces of burlap and other materials from fabrics stores to serve as backgrounds and props. 
  5. Use natural light
    This will help keep your shots from looking flat or having unappetizing color casts. Try & find your best source of natural light in your house. 
  6. Organized chaos
    It does not need to be perfect but it does need to be styled intentionally messy - crumble ingredients around lightly on the plate and take the shot with food on the fork. Don't eat half your dinner then shot it. 
  7. Find your style
    Pay attention to the kinds of images you like and mimic what you see. Try to continue in that as you hone your style. 
  8. Shoot from different angles
    Great shots can be taken from above and remember the rule of threes.
  9. Fake it
    If you are seriously considering making the focus of your instagram be food. Then consider using some of the stylist tricks I mentioned above. Making food look its best for the camera, just like girls do for a selfie, is part of the food stylist's repertoire. 


Monday Giveaway- Free Resume Template

As high school students are enjoying spring break and get ready for prom, in the back of their minds they are also thinking about college, summer jobs or getting started in a field that excites them.

We want to help ease some of the stress by giving away this clean, minimal and elegant premium resume template for free. Download package contains .ai files.  Now you can apply to that dream job you’ve always wanted! Font used in this template is Brix Slab with a fresh letter spacing to add more breath to it. Everything is carefully layered so it’s super easy to edit. 3mm bleeds added. Have fun and good luck getting your dream job!

Download Here


Monday Giveaway - Brand Guidelines Template

Whether you have a longstanding brand image or have just rebranded your business, having brand guidelines will ensure that your logo and messaging are consistent across all mediums. There are many ways to do brand guidelines, but some work better than others, depending on how you will use them.

We are giving you the template we use on all of our brand guidelines. It is an editable InDesign file for CS6 and up. Customize it how you see fit because having a strong, recognizable brand that produces quality materials from a website to social media and business cards will contribute towards building a powerful brand identity that does not become diluted. These are some of the most important aspects of brand guidelines to keep in mind:


Having brand guidelines ensures consistency on every level. From your logo to brand colors to messaging, your brand guidelines serve as a reference for everyone in your company to consult before developing collateral or speaking on behalf of the business. Your brand guidelines will work to maintain the integrity of your brand for increased recognition.


When your brand’s image is consistent across all levels, it elevates your brand recognition within the industry and amongst customers. Building a recognizable brand takes time and dedication to your image and messaging. By being consistent, customers will be instilled with a sense of trust and brand identity that grows into a relationship and brand loyalty, as well as word-of-mouth.


The image of your brand takes time to build and only moments to shatter if you are not careful with how you choose to represent your business. Use brand guidelines to monitor the representation of your business, brand, and logo in order to maintain the quality and integrity of your image.


Monday Giveaway - Modern Geometric Pattern

Have a case of the Mondays? Need some inspiration or just too lazy to create the pattern you need for your next design. We understand, that is why every Monday we will be giving away some of our favorite design resources to make the start of your week flow a little easier.

We hope you enjoy this modern black and white geometric pattern set and be sure to #whyworkshop on your projects using the patterns, we love to see what creative stuff you all are working on.

Download Here.


24 Hours with Rachel Zimbelman

Rachel Zimbelman currently serves as the Why Workshop CEO and CBO for

 A few years ago I took a Dosha Quiz. A Dosha helps you identity your ayurvedic constitution, which refers to your genetically inherited physical and emotional qualities. I use the app. iVeda. After taking the quiz it will tell me what daily routine best suits me and the diet I should consider as well as recommending balancing practices, gems and metals.

I wake up with a lot of energy usually between 6:00 -6:30. I let my two dogs out to pee. (I have a mastiff and a chihuahua.) Stretch a little outside and say my affirmations for the day. I'll get myself cleaned up and at 7:15 I take my daughter to school. When I get home, I take the dogs for a quick walk then I do the same 10 minute chakra meditation everyday. This is where most of my creative ideas come to me.

8:00 am. I make my matcha tea with tumeric, almond milk and cannabis honey. I make a high CBD honey at home. I was diagnosed with Crohns 4 years ago and the high CBD, low THC honey has put me into remission.  I eat a light breakfast of cereal and then get dressed for the day. 

9:00 am. I head into work. I do all my creative work before noon. I'm currently finishing up the packaging, marketing and social media posts for two cannabis productions in Nevada. As well as a few branding projects for other companies. We take no more than 5 clients on retainer at a time in order to give them our undivided attention. I'll write a post for why workshop and the, or get creative done for upcoming events. At 12:20 pm. I pick up my daughter for lunch and get back in time to return emails, take meetings, brainstorm with the team and finish up projects. I pick my daughter up from school at 3:00 and head into the home office where I usually stay until 6:30 or 7:00. I'll make dinner, while catching up on some news. We try to eat dinner as a family and we usually play some type of board game together or watch a movie. On a good night I will get some Pilates in or a longer meditation to end my day before showering and falling asleep around 10:00pm.

Grind your way to Success

You hear Millennials talk about the "Grind", the hard work or hustle to make money and solidify their position in life. But what skills are they learning in school or in life to prepare them for success and ensure that their "Grind" doesn't end up being a frustrating dead end.

While luck and genetics can be precursors to success, there are certain learnable behaviors which everyone should develop to make success more likely.

These are small tweaks to your daily routines that could potentially result in huge payoffs.

1. Talk to yourself

Talking to yourself like you'd talk to a friend in the same situation can help you deal with stressful experiences. Specifically, use the pronoun "you" or your first name instead of "I." For example, "You can do it, John."

2. Keep a Journal

Writing down your thoughts and emotions will help you deal with stressful events. It's the act of just getting them out of you.

3. Meditate, Seriously This Works!

I hear constantly that people get frustrated because they think their mind is supposed to just shut off when they meditate and if it doesn't then they they are not doing it right. WRONG! 

It takes years of practice to get to yogi status. Mediating (in the beginning) is more about breathing and getting yourself centered, relaxed and focused. Many successful people start their day with at least a quick meditation to be able to handle stress or to jump start their creativity.

We suggest finding a guided mediation on YouTube, putting on your headphones and do a quick 10 minutes before getting out of bed.

4. Manage your emotions

Successful people are emotional people like others.  But, they manage their emotions smartly.

As psychotherapist Amy Morin told Business Insider, mentally strong people are acutely aware of how their emotions influence their thoughts and behaviors, and they monitor the fluctuations in their emotions throughout the day. 

5. Read and Keep Learning

Just read what you are interested in and start with a few pages a day.

Investing legend Warren Buffett reportedly spends about 80% of his day reading. Facebook's Mark Zuckerberg pledged to read a book every two weeks in 2015. Tech billionaire Elon Musk has said that he learned how to build rockets by reading books.

6. Work on Your Communication

Successful people "are good communicators and they consciously work at it."
You can start improving your communication behaviors by checking out these seven key skills of master communicators, including using the appropriate tone and body language and being direct and candid.

7. Learn and Practice Self-Control

Successful people understand the importance of discipline and self-control. 

In fact, the classic "marshmallow study," led by psychologist Walter Mischel in the 1960s, found that kids who were able to delay the delicious gratification of eating a marshmallow wound up more successful as adults.

8. Stick to a Routine

Successful people have specific routines and rituals set for the start and end of every day.

For example, John Paul DeJoria, cofounder of Patron tequila and Paul Mitchell hair products, starts every day with five minutes of quiet meditation and Arianna Huffington, cofounder and editor of The Huffington Post, reads a book before hitting the hay each night.

9. They can be Alone with Themselves

Successful people "have some 'me-time' every day."

According to Morin, the psychotherapist, mentally strong people don't fear alone time because it's a chance to reflect and replenish their energy. She recommends taking a few minutes every day to be alone with your thoughts to process what's happening around you.

10. Be Persistent

People RARELY get "it" right on the first try. I always tell my kids, the difference between a pro and a novice is practice if you want to be the best at your "it" then keep doing it even if you fail at first.

That goes along with theories from a neuroscientist and a psychologist, who say that your first thought is hardly ever your best one. Successful people know that, so they keep coming up with ideas until they finally hit the jackpot.


Why NOT to Bot

We are constantly being approached by companies wanting to help us get more followers. 

We get it, Instagram is becoming one of the top new sales platforms for e-commerce and the temptation to buy followers for yourself or your client is strong. But real content and real followers, get real results. 

So why NOT BOT? Experiments have shown that when using a bot over your regular method of engagement a number of factors come into play.

  • The bot can’t discern who might follow you back. If it went into, for example, Forever 21’s followers, it can’t tell which followers are bots, brand ambassadors, inactive accounts, etc. that won’t follow you back.
  • People can tell if you used a bot, and will be put off by it. A simple search of your Instagram will show a high followers to following ratio, or the bot could’ve liked three pictures in rapid succession, tipping off an Instagram user that we weren’t really engaging with them.
  • The targeting isn’t always quite right. Perhaps followers of H&M’s Instagram just didn’t want to follow you or buy your clothes.
  • It unfollows too quickly. If someone doesn’t check their Instagram every day, they would have missed the bot following and unfollowing them.
  • No genuine engagement results in little to no follow through on your call to action.

Here’s the takeaway: When you’re starting a new social media account for your business, build social proof by having engaged customers and authentically connecting with people who follow you.

For our agency it comes down integrity and reputation. In this post-modern world we live in, morality is perhaps more difficult to define since everyone has a different view of what morality is. However, it is fair to say that people see buying followers as a rather immoral thing to do. People view it as you trying to appear more popular than you are.