When you have been working in the ad industry for as many years as I have you view branding in a different light than those who are just beginning. I used to think that branding was merely a logo… perhaps a catchy slogan tied together neatly with a bit of color and illustration. I did great work for the agencies I worked for… but I was naive.
With experience comes knowledge.
I had an opportunity to work with some wonderful people at AAA and was put under the tutelage of the Vice President of Marketing there; one smart cookie. I learned a lot while I was there and one of the most notable lessons was that a company’s brand was found at every point of contact.
From how you answer the phone to what you put forth in your ads; everything that we can associate with a given company is it’s brand. Also, the ambassador’s of a brand are not limited to the employee’s and materials that advertise, but also their client’s and how they embrace or detract from the brand.
Truly, it’s amazing that a brand can take on it’s own persona and allow a companies story to be told. Great brands, empower people and evoke an emotional response. They drive the customer to act!
So, how does one go about creating a great brand?
Think of a company as being a person. They have a name, a personally, core values… it’s their identity. Their outward appearance and the way they speak are components that leave an impression and, much like people, those elements can create an attraction. When you think about it, it’s that attraction that makes you act and empowers you to feel. The expressions you see, as this is a company and not a person, are reinforced by the content on the web, advertising and what you hear in media.
Like people. Brands can draw you in.
So, how does this relate to the logo. Well, a logo is a component of the brand and that component is typically the first thing people see and what they associate with your company. Like a smile or beautiful eyes… the logo can leave an impact. However, branding takes time and real customer connections come from the experiences you take to your customer.
With this in mind, when hiring a designer or agency to create your identity… make sure they take the time to get to know your company, your message and your story. Branding takes time, but it’s worth it when you see the results!
Jamie, Tom and myself have all worked with numerous firms for any number of industries…. If you have need of branding… or even a logo that will eventually take part in the overall brand; you’ve come to the right place. Give us a shout and we’ll walk you through the process. If we’re a good fit then perhaps we’ll work together. If nothing else you leave armed with information to make a great choice!
