Have you ever wondered “How did that company come up with that logo?” If you’re anything like me, you think about this every time you see a new brand. Today while visiting some of my favorite news outlets, I came across this article. The article shows the different logos tried by some of the world’s most identifiable brands. I was so intrigued by this that I decided to write about the importance of branding.
I am not a expert on branding, I haven’t branded my own business, actually the only thing I have ever branded was myself (not literally). But I did find this video from some people who have dealt with the challenge of develop a Brand in a crowded market.
“Branding is the market practice of creating a name or symbol that identifies and differentiates one product from another.” This definition comes directly from the video above, and I don’t think I could have defined it better. Branding is an art, yes an ART. I say that because, when you decide to create a brand, you need to do research, you need to do trial and error and then you need to put your own twist on it to make it all yours. Research is the most important part of the branding strategy, in order to create a brand that will appeal to consumers; you must first define who your target audience is. Once you know who your target is, you have to DIG DEEP! You need to find out what attracts your prospective consumer, while also being unique. Most of the time, your market is probably pretty crowded so you need to emphasize what makes you different, this is why you hear Burger King emphasizing that their burgers are flame broiled or Wendy’s saying that they use iceberg lettuce and have square patties. These a unique selling points that are a part of their Brand.
Trial and error is important also. One of my mentors once told me “creating greatness is a messy process.” What that means is that you cannot create anything great without making mistakes. You need to be prepared to fail, clean up your mess and start over again in order to get it just right. That’s the same with branding. As the article above shows, these brands didn’t get it right the first time. Some of the first logos are totally different than the current ones, some are pretty similar. At the end of the day though each company found the right balance and I’m sure if you put any of those brand logos in front of anyone over the age of 12 they would be able to identify the company it belongs to.
So when do you know when your branding is a success, when the sight of your logo sends the whole message, no words needed. The logo brings an emotional connection, it also offers the consumer insurance on product quality, and most of all when the logo drives the consumer buying decision, that’s right Loyalty from the consumer
Joke of the day:
(So the joke of the day is just going to be pictures of branding gone wrong)
(I wouldnt let my kids go there)
(You see what I see)
(I dont think I feel comfortable at this DDS's office)
(Yea this is wrong on so many levels)
