Branding Beyond a Logo
When the word “branding” comes up in conversation, the first thing that comes to mind for many is the image of a product’s or company’s logo.
If we peel back the brand beyond the logo, it becomes clear that a “brand mark” is only one slice of the brand story. When a new brand is created by a design house, more often than not there is an in-depth process which takes place prior to the development of a logo or brand mark.
The process includes assessing different types of images or persona behind the organization. In some cases, a complete brand overhaul may be necessary. In my mind, the brand is the cultural impression that a business wants to present to its customers.
Last week, I was driving to an appointment with one of Lift Strategies’ clients. While moving slowly on a major road due to construction, I noticed a familiar van driving alongside me. The company van had a great logo and was promoting a bottleless drink water system. The brand led me to believe the water tasted good and was very healthy and clean.
Just as I was thinking about this and wondering if I should call them to set up a system for my home, I saw the driver of the van throw his cigarette butt out of the window. It was still lit and fell to the ground. In this moment, I made a split decision not to call this company. Witnessing this event had tainted my impression of the brand.
I’m sure you have had a similar brand encounter that has left a bad taste in your mouth. Now it’s time to ask yourself: Is your brand driving in the right direction?
Wow!
You hit the nail on the head with this one!
How many times do we think all we need is a nifty logo some good copy and the world will come to our door.
All it takes is one little thing to mess up the sale.
Keep up the great work
Simeon it is so true. It only takes one little think to mess up a sale. There is the cool book that talks about customer service and how important it is yet if the quality of the product (or service) and the on time delivery do not meet the expectations of the buyer, then there is serious discontentment. This book is called “Exceptional Service, Exceptional Profit.”
http://www.amazon.ca/Exceptional-Service-Profit-Five-Star-Organization/dp/0814415385/ref=sr_1_1?ie=UTF8&qid=1294686015&sr=1-1
You know what’s funny? I just posted the link from Amazon for this book and they are presently out of stock:( Fortunately with the net you can pre-order a copy:)