Monday, August 08, 2005
Brand Standards
Back in June (archived post), I wrote briefly about branding. It was quickly commented " I doubt the logo is the most important sign of a brand as it also could be just a name..." In context, we were discussing corporate identity however as it applies to branding, many times the logo is the first step in the identification process.
At a travel agency we once started from scratch, we hired the Carpenter Group to help create our identity and it started with the logo. Actually, I felt compelled to explain to them our plans and goals, our business targets and objectives, even a little about who we are and what kind of company we planned to build. It was my hope that this information would have an impact on the design. I'm not sure if it did, but in the end we selected the perfect match that was unique and conveyed who we thought we were.
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I was cleaning out my links this afternoon and I found this wonderful story from Entrepreneur Magazine. The article "Creating Brand Standards for Your Business" is written by John Williams who happens to own and operate a logo company. From his perspective (and mine) the logo is a key element in the overall branding process. It can be an icon or quick visual reminder of who and what you are. For us, the flamingo, palm tree, sun and sea were important, but because we are brand new, the name itself was an equally important aspect of our logo because it conveys exactly who we are and we we do.
From the standpoint of a small business, the amount of time and resources spent on branding can help accelerate the acceptance of your product and/or service. A professionally and thoughtfully designed logo can in fact aid the legitimization process of your infant company because it is a good first impression. It is an important part of who you are and what you will become and once chosen, will be something you will have to live with for a very long time... well hopefully. (grin)
As pointed out by the person who replied to my June post, a logo can simply be a name or initials. If you look at others who have chosen this path, you will see that a standard of colors, fonts, design is maintained every single time it is placed on a sign, envelop, business card or commercial. Some visual form of reference that can be used over and over again that will, over time, remind your market that you exist and ready to conduct business.
Another topic touched in the article was "Brand Equity" and it is one I have written on before. Briefly, brand equity is the payoff for your investment of time and resources into the uniqueness of your business. Having a solid brand, one that is well respected and easily identified takes time and hard work but once established can make your business more valuable when compared to other business who have not made the same investment.
Just some more to think about.
Edited Thursday 01 Feb, 2007 3:14 pm
