Minding Your Own Brand

After all... Continued

It is all well and good to want to develop a logo which represents the attributes of a company, but the real question is will the employees, stake holders, and customers really see it. More importantly, if they do see the logo as representing those things, will the company live up to the logo’s promise or will it be just another marketing message which is undermined when someone interacts with the company and discovers a less than extraordinary experience.

While the proper logo is important, companies must remember a strong brand is more than just a good logo. The companies brand is a reflection of everything they say and do, both inside and outside the organization. Therefore proper brand development must go beyond the creation of visual identities and marketing materials. The entire organization must work to develop extraordinary experiences which create loyal internal and external advocates who are passionate about the organization.

Finally, we must remember that sometimes a logo is just a logo and a piece of toast is just a piece of toast. But for those of you who disagree, there is a french-fry shaped like the NIKE logo on sale right now on eBay.

Dave Lubelczyk is the president of IMAGEidentity, LTD which helps organizations achieve success by building advocacy through brand development and organizational development. He can be reached by phone: 508-259-9016 or by e-mail: dave@imageidentity.com.

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