I know someone who called it a brand by giving a new name, logo and pasting that everywhere from email signatures to profile pictures. Duh.
Why logo is not important for a brand?
Yes, a logo is not important for a brand! It's the least important. Brand is much more than a name or a logo. Brand is everything, and everything is brand. Brand is a story that your service or product tells together.
Guess this company?
“We are crème de la crème manufactures of mobile phone, All New, White Grey, Classy, Luxury, and exclusive quality.”
Yeah yeah, it’s the freaking Pineapple from China that sells for $12 on Alibaba.
NASA had the shittiest LOGO in the 1960s’ but man what a brand it is!
The point is Logo or name has nothing to do with a Brand.
Being consistent with a strategy that makes sense, inspires, and connects with humans is a brand.
Martin Luther King didn’t run Facebook campaigns but some 250,000 people gathered for his speech. How? He made sense…
He was consistent …
He was human…
A clerk smiling at you with bright red nail polish on the lobby is a brand whether she’s wearing one of the nice new logo caps or not.
Do all employees start the day with a high five? That’s a brand.
Customer service calls taking you through the same repeated automated voice, again and again is also a brand.
Ultimately, the brand is every detail at every level.
Great brands are driven by values. How your customers experience every time they interact with your brand is a feeling. No one gives a f*** if the logo is round or box.
Have you ever told your family or friends how cool a logo looked? But think of what was the thing which you shared about a brand recently?
Other day I was talking to my friends about the incident at a restaurant. We had ordered Biryani and the rice was served overcooked. Hunger and bad food unleashed the drama queens out of us to raise a complaint to the management. Soon the chef came out, apologized and surprised us with delicious "yum" signature dishes for FREE. The Special Chilly Chicken was bliss.
By now I have said this incident to all my friends and family. At least 5 out of 10 have visited this place after this incident just to try the chilly chicken.
PS: DM, I'll tell you this place :D
That’s what your brand should be built around. That is what you want your customers to remember and tell their friends about; not your logo.
Ultimately, the brand is every detail at every level. And yes logos too contribute at times :p
Stop focusing on the logo for your brand and build a brand that connects emotionally with its audience 😎
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