Need to be "Branded"?
Buzz words. There are tons of them, and even more people that use them. These terms are thrown around with such abandon that they lose some o their meaning. Other times they take on niche meanings that don't fully encompass the terminology.
One of these terms that really gets over, or maybe under used, is "brand". In this context, I use the word in relation to marketing and advertising. The use of this word often leaves out, and often pigeon-holes the term 'your brand' into a very narrow-casted role within the entire branding process.
I have clients ask: "Can you make me a logo to brand my company?" I then do my best to explain.
The biggest misinterpretation that I see both with people in the marketing field as well as outside of it is that a logo is a company's brand. This often carries the task of choosing colors in addition to shape and feel of artwork that the company will present to the public and use as its identity. While a logo has a definite role in the process of branding, it is not the brand in and of itself as many people portray it. It is the public facing identity of an organization.
While branding takes many different pieces of an at time complicated puzzle, some pieces are larger than others.
What does brand do? It makes you want to do business with a particular company or organization. It makes you think of that business or product when you are in the process of making a buying decision. It makes you comfortable with them and spending your hard earned money with them.
The single biggest business process that you can implement and instill in employees is great customer service. Hands down. How many companies do you seek out when buying or suggest to friends and family and say: "You should go to company XYZ. They have the coolest logo!" I can't think of any time that I ever have. I, and most everyone that I know, will bring up a great experience when dealing with that company. The company resolved an issue, made the time to explain a product, or just made things 'right'.
I know of many instances of people deciding not to do business with a company simply over a bad experience. No matter what the logo looks like. No matter what the annual advertising budget is. There are many businesses out there that have a loyal and devoted following that spend moderate amounts on marketing and simple take care of their customers.
While a professional and effective logo does matter, it is not your branding. No matter who does it or what is spent on it. Let your agency or designer worry about the logo. That is why you hired them. Now get back to your customers. They are waiting.
Tod O'Brien
Director of Creative Services
One Eyed Dog Productions
www.oneeyeddog.com
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One of these terms that really gets over, or maybe under used, is "brand". In this context, I use the word in relation to marketing and advertising. The use of this word often leaves out, and often pigeon-holes the term 'your brand' into a very narrow-casted role within the entire branding process.
I have clients ask: "Can you make me a logo to brand my company?" I then do my best to explain.
The biggest misinterpretation that I see both with people in the marketing field as well as outside of it is that a logo is a company's brand. This often carries the task of choosing colors in addition to shape and feel of artwork that the company will present to the public and use as its identity. While a logo has a definite role in the process of branding, it is not the brand in and of itself as many people portray it. It is the public facing identity of an organization.
While branding takes many different pieces of an at time complicated puzzle, some pieces are larger than others.
What does brand do? It makes you want to do business with a particular company or organization. It makes you think of that business or product when you are in the process of making a buying decision. It makes you comfortable with them and spending your hard earned money with them.
The single biggest business process that you can implement and instill in employees is great customer service. Hands down. How many companies do you seek out when buying or suggest to friends and family and say: "You should go to company XYZ. They have the coolest logo!" I can't think of any time that I ever have. I, and most everyone that I know, will bring up a great experience when dealing with that company. The company resolved an issue, made the time to explain a product, or just made things 'right'.
I know of many instances of people deciding not to do business with a company simply over a bad experience. No matter what the logo looks like. No matter what the annual advertising budget is. There are many businesses out there that have a loyal and devoted following that spend moderate amounts on marketing and simple take care of their customers.
While a professional and effective logo does matter, it is not your branding. No matter who does it or what is spent on it. Let your agency or designer worry about the logo. That is why you hired them. Now get back to your customers. They are waiting.
Tod O'Brien
Director of Creative Services
One Eyed Dog Productions
www.oneeyeddog.com
Would you like email copies dropped directly to your email inbox? Subscribe here.
posted by One Eyed Dog Productions at 7:38 PM
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