Many marketers isolate their brand identity around their logo and tagline, completely ignoring the association of the brand with a value proposition or affiliation with a positive user benefit or experience.
Despite the clever or compelling design of a logo, it simply cannot convey a message until you have successfully connected it with real meaning—and that takes time and effort and experience.
Think about the Apple or Nike logos; neither of them had any value as a piece of artwork when they were first introduced but they both have evolved to convey profound meaning because of the decades of diligent concentration by brand managers connecting the symbol with good products, good experiences, good feelings and good value.
Small and medium-sized businesses can achieve the same results. Here’s what it takes:
- Create a professional logo that is easy to reproduce in many different sizes, colors, applications and processes
- Create a short and catchy tagline that captures the essence of your attitude (and not necessarily your product)
- Apply the logo and tagline consistently and sparingly across all promotional platforms as a “signature”—not as a space filler or a “headline”
- Use the signature elegantly and precede and follow it with a constantly evolving and clear value proposition to your audience
- Think about how each unique audience segment will appreciate a value proposition and adapt your messaging as required
- Freshen your signature over time. Even Kellogg’s, American Airlines and Apple have contemporized their logos to reflect changing tastes and the “fashion” of corporate identity
These are just a few techniques to unite your brand with your audience. Stay tuned for the next installment on this topic and many other tactics to amplify your brand using subtle, strategic and succinct methods of brand development and marketing. Or, contact Henry York Advertising for a free consultation about developing your brand to its fullest potential.