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Why the brand is more than a pretty logo
Your brand is so much more than that cool little logo the graphic designer developed for you.
Remember the dot com boom? Every new company seemed to have some variation of a small ellipse logo and bold font. It was very difficult to tell them apart.
This was a rush to market product. There was so much craze around any company that could put a ".com" at the end of its name that companies rushed to tap into the investment market.
The logos were simply products of incomplete brands. You see, your brand is more than the symbol you put on paper. Your brand is a larger, more compelling idea that is communicated in many ways.
If your company were a person, its brand would be its personality. Your company's personality, just like a person's, can be a complex set of beliefs and tendencies. It is the things we do, the things we want and the things we stand for that make up our personality. It is no different for your brand.
A successful brand capitalizes on those things about your company's "personality" that are unique, motivating, and memorable. The brand must communicate the differences in your company and how they translate into benefits for your customers.
A well-managed brand is a very powerful asset that helps focus your company's internal thinking, align communication efforts, and build customer loyalty.
When your brand is carefully developed and managed across your organization's "touch points," it grows stronger by reinforcing that personality with every piece of communication.
These communications complement each other, compose the message and impact your target audience.
As a small business, be sure to pay attention to your brand, not just a cool logo. It will bear fruit in the future.
Happy trading!
