Branding and Strategy

We all have a brand. What’s yours? The dictionary defines brand this way: “kind, grade, or make, as indicated by a stamp, trademark, or the like”.

A brand is most often represented by a logo, but it is far more than a logo. Whether we like it or not, brands or logos evoke an emotional response. So as business leaders, our goal is to make sure that our brand projects the best emotion possible.

Let’s begin with the logo design itself, which is more important than many realize. In meetings, I’ll sometimes present a logo without the business name and ask participants to identify the company. People recognize the great brands almost without fail.

Start-ups are often eager to launch their business so they don’t take time to develop a logo. And that’s not always wrong, you can always rebrand. But your quick and easy brand may cost you sales. If you look like a start-up, customers will often avoid you for fear of too much risk. I recommend you take the time to do it right.

Brand design is a book unto itself but suffice it to say, there are key elements to creating a great brand. To begin, color is critical. Do your research on colors that evoke positive emotions for your audience or customers. Next, your logo needs to be clean and neat. Too many logos are busy and cluttered. Keep it simple and recognizable. Can your logo stand on its own without a company name? If not, it should.

Last, and probably most important, provide quality products and/or services. The results will create a positive reputation and that reputation will trigger a positive brand emotion. It’s easy to do good work when you start your company, but it’s hard to sustain that quality as you grow. Even global companies can become dated and out-of-touch.

When I was young, a hallmark brand was the giant retailer Sears. When consumers saw the name, the logo evoked emotions of all-American, stable, high quality and affordable. But as I write today, Sears’ descent is accelerating. Why? They failed to keep their brand and reputation fresh and up to date. When customers consider Sears today, they just think of it as a place where their parents shopped. If your brand becomes dated, it is best to rebrand.

Restaurants have been demonstrating that for years. When one concept becomes dated, they rebrand and start anew. Customers like brands that are long standing and stable, but they also like to try new and fresh things. So, if push comes to shove, rebrand.

Excerpt from The Extraordinary Business by Mike Hill

Write to Mike at Mike.Hill@TeamTrenton.com