We often get asked many questions on the subject of branding. So this post is written in a Q & A style in order to share questions we have been asked and their answers:
Q: How important is a logo in personal/company branding?
A: A logo is important as an integral part of your personal/company brand. However, it can be a missed opportunity if it does not convey your extraordinary promise of value.
A great logo is a symbol that encapsulates and succinctly communicates the entire experience of your brand. It conveys what you want your brand to stand for in the minds of your target market and how you are distinct from your competition. Here are three easy to recognize examples.
Think of the ubiquitous Nike “swoosh”. It has tremendous meaning all rolled into a very simple graphic line that looks like a check mark.
If you were to think a bit on the swoosh symbol you might summon the Nike slogan to mind, “Just do it!”, and it would have even more meaning to you, especially if you are athletic or enjoy sports.
In Greek mythology, Nike is the goddess of victory. Knowing this can conjure an even deeper emotional connection with your core values. Now, that is an example of clever branding and marketing.
Who are they trying to reach with this marketing? For one thing, many of the professional teams, as well as single professional athletes (tennis, skiers, runners) were sold on the brand. Many wear Nike clothing, shoes, hats and other accessories for their sport.
And those who are not professional athletes are enticed by the brand, especially when they see winners wearing the brand. In their minds, they connect the brand with winning.
Sometimes a logo is just one part of the entire brand identity. The Tiffany logo is a very simple font spelling out the company name in Times New Roman, a font that comes standard with all computers.
But, think of the Tiffany blue gift box. Can you see how much meaning the color and that box has? The entire brand identity, the logo, color and the images that are associated with the name become the brand identity.
And when the luxury conglomerate of LVMH (Louis Vuitton, Moët-Hennessey) bought the company, Bernard Arnaud, the CEO, remarked that they bought a color for 16 billion dollars! That is definitely a rare reason to buy a brand!
Ralph Lauren’s Polo logo speaks volumes about an affluent lifestyle especially for those aspiring to that lifestyle. Like Nike it can be instantly recognized by the polo pony. Polo is known as the "sport of kings", as it is a very expensive sport to engage in.
That shirt with the embroidered polo pony puts the wearer in a new and better league! It communicates style and confidence.
Ask, yourself another question, “How important is being top-of-mind in your marketplace?” Then ask yourself, “How important is a logo in personal/company branding?”