Imagine you’re a contestant on a game show called Funny Business, and the question you’re asked is, “What is your brand?” Excitedly, you hit your player button and shout out, “My logo!” Instead of the fanfare music of celebration you’re expecting, you hear a loud, obnoxious buzzer sound, the clarion call of a WRONG ANSWER! You see your accumulated winnings disappear, along with any hope of a future with your business.
Thanks for playing!
The idea that a logo/graphic identity is the same thing as a brand is a common misconception, one unfortunately shared by many a graphic designer and marketer.
A logo is an important part of a brand; indeed, it acts as the face of a brand.
But a brand is so much more than just a logo.
A brand is a business’s reputation.
Everything a business does—good or bad—reflects its brand:
• The way an employee answers the phone.
• The promptness of a customer service reply.
• The cleanliness of its delivery trucks.
• The friendliness of its staff.
• The quality of its logo and color palette.
• The information on its website and in brochures.
• The brand message.
• The brand positioning.
• The comments a visitor may overhear when visiting the business.
A successful brand is driven by the values of a business, and it expresses those values so clearly that customers can form an emotional connection that makes them feel good buying goods or services from that company.
When a business has a strong values-driven brand, it controls its reputation in the marketplace instead of allowing its competitors to control what is said about it.
So, next time you want to improve things for your business, don’t just look to change your logo. Dig deeper and look to your values and find the authentic voice of your business. Your customers will listen.