The reality is that your branding is just a picture. It's a collection of colours, shapes and type faces that might have little to do with the real brand underneath.
True, a logo might create ownership and differentiation. A truly great logo might even begin to tell the consumer something about what your brand stands for. But the truth remains that your brand is far more than a picture:
And, I can prove it... Have you ever phoned a company to tell them what a great logo they've got? I'm betting the answer is - 'No!'
The truth of creating a compelling brand that connects and drives loyalty, is identifying the unique promise of your product or service and bringing that story to life for your consumer.
And, because experiences are constructed from what we sense in the world around us, building a compelling brand means understanding what a consumer will touch, see and hear every time they interact with your product or service:
What a consumer senses any time they interact with you, directly informs how they feel about you and, as a consequence, what they think about you.
Try it for yourself - Remember the last time you called a customer service center with a problem? I'm betting that what you saw and heard directly changed how you felt... and what you thought about the brand.
Think about the last time you purchased a mobile phone. Again, I'm betting that the touch of the product (the experience of taking it out of the box and setting it up) changed how you felt about your purchase... and what you thought about the brand.
In either case, if the service or product didn't live up to its unique promise, your emotional state would certainly have involved dissatisfaction, disaffection and ultimately disengagement (especially if the company hadn't been able to put the problem right).
A consumer doesn't really care whether they're using one of your products, reading a press article, watching one of your adverts or talking to a customer service representative. For them, every single one of these touch points is a sensory experience, from which there will be an emotional outcome.
Failure to identify your unique promise and failure to design the right consumer experience that brings it to life at each touch point, is, ultimately a failure to create a compelling brand.
So, your logo is not your brand... But... it is a touch point for your consumer and as such, it should be designed as a window into your brand world. A well crafted logo has the power to excite and even start the story of your unique product or service offering. Equally, a poorly thought through logo can disconnect you from your consumer...
You have been warned!
Written by: Martin Simpson
Article taken From: https://www.linkedin.com/pulse/warning-your-logo-brand-martin-simpson
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