Glue Marketing & Promotion | Marketing that sticks | Leeds, Bradford, West Yorkshire

Logos; The Front Cover To Your BrandTuesday, 4 May 2010

Thomas Eales

It is commonly accepted that as a company/organisation you should have a logo, but why?

Just how significant is this image to the success of your/our companies? and just how key is it on a day-to-day basis?

When speaking with clients about the importance of their logo I like to give the following metaphor to illustrate just how key they are to their overall brand image;
Imaging your company as tall office building; within the office building there are conference rooms, hospitality suites, spa’s, etc, these are the services you offer to your clients. Delve deeper and you find the vents, boilers and copper guts supplying the building, these service channels are your company architecture, they supply power to the buildings occupants each day, keeping everything running.
However before a client can engage with the services you offer within your conference rooms and hospitality suites and well before they can learn about what makes your company tick they have to pass through the lobby;
Imagine your logo as the lobby to your brand, gleaming, sleek, leather bound and inviting; your logo is the first touch between your brand and any potential clients.

Of course while potential clients initially enter through the lobby, they will hopefully also leave through here too and not the emergency exit, in many cases your logo is not only the first touch point with potential clients but also the last.

Successful brands use their logos to communicate values and messages directly to the viewer, these must be communicated and understood with minimum time and strain on the viewer if your company is to succeed over your competitors.

In the office building that is your company there may only be one lobby, however as your logo will appear so often and in so many places across your company then its messages must be clear, refined and protected.

Consider the following as food-for-thought;
If your logo is speaking to your audience, what is it saying about you?
What do its colours say about your brand?
What does its shape say?
What does the typeface say?

Although you may consider the choice of typeface to be irrelevant, when all these elements come together they form a visual language/make up of your brand, now altogether is what they say truly communicating your brand and its values in the most effective and efficient manner?

If not, what are you going to do to make this change?
A logo should be consistent with a brand and a brand consistent with a logo, if not then the brand becomes misrepresented and in many crowded market places this can be very damaging.

With all of this in mind, the logo therefore can become a powerful tool, or the most powerful tool in the branding tool box, it is something therefore worth investing either a proportion of your own time correctly in, or employing a designer to ensure it conveys your brand in the correct light when held up as a flag.

Your logo is the flag your brand flys within the market place.
Make sure it’s working for you.

Labels: brand architecture, brand image, Brand Reputation, branding, logo, marketing

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