A logo is a trait, or starting point for a recognisable and successful brand; it is not to be thought of as the business’s brand. It is instead just a part of the branding puzzle which helps make both a brand and business take off.
The success of a business is not just founded on the graphical element that a logo brings. Instead, there is much more that needs to be put into place; from your business card, to your website header, to how you deal with complaints or your coffee card. Your brand has to be fluent in every part of your business – think of it like a language – immerse yourself and your fellow colleagues in the tone, voice and values of the business across every platform, touch point or medium.
Consistency is important
Imagine going to a weekly business meeting with the same person, and every week they have a different opinion on the same topic you’re working on, or each week you change your logo font colour. Value starts to get lost in the product or service offering, as it’s an inconsistent experience. Customers and your staff will become confused at the key message you are trying to portray.
One of the fastest ways to lose customers is a varying experience, as it creates confusion. If someone sees a beautifully designed logo, they are going to expect an equally amazing website/service/product. Which is why it is important to match and exceed these expectations, as when this happens, brand loyalty starts to occur.
It may seem like common sense but, across all platforms and touch points consistency should be a key objective in your overall marketing strategy.
Educating, living and breathing your brand
Educating your employees and your customers is also important. Your employees need to be able to communicate with anyone and everyone about your business; a non-negotiable to ensure your branding is consistent, and to live outside of your logo. Simply put, a champion of your brand and company, that is so in sync with their own brand values and culture, that they operate the same on the inside as they are seen to on the outside.
It’s an experience
Every employee from top to bottom should be living and breathing the brand – once a company culture is created the brand is no longer just a product but an experience. Customers need to live and feel your brand, not just see your products or offerings.
Think of how you feel when you see your dog – it’s that feeling right there, the sensation you get when you think of someone you know, like and trust. Essentially that is what a brand is trying to create. We rely on story telling via the brand to leverage profitability, and give people something to really talk about.
It is a combination of all aspects of your business and it should be part of the business’s DNA, present in everything you do, from the way you answer the phone, your social media content, how your employees talk to one another, to the stories your business tells.
A strong organisational brand is built on the foundation of holding up expectations, delivering on a vision for the future, and becoming an example to be proud of.
