Have you ever started a conversation about branding with someone, and they immediately say, "I love our logo, we don't need to change it"? Why is it that people believe that a logo is synonymous with a brand? For all of you out there who believe this, I have news for you!
Your brand penetrates throughout your entire company. Your brand is your people, your communications, your warehouse, your delivery drivers, your accountants, your website, your collateral, and yes... your logo.
Here is an example. You do research on your competitors, find out where you want to be in the market and how you want to position yourself, and define the core values for your brand. You make a commitment to exemplify:
- Exceptional & Personal Customer Service
- 2 Day Delivery Service Anywhere In The US
- The Best Quality Products For The Money or Best Value Products
Now you design your logo to encapsulate these values, and all of your marketing collateral reflects these messages and has your new branding. Are you now done? No!
Your brand must permeate from your employees and all of your business practices. Every employee must know these core values and work to ensure they are emphasizing these everyday, with every customer. Reply to customers in a timely manner, pick up the phone and call your customers to check-in on them, have personal thank you cards or Christmas cards that you really sign yourself, make sure your order pickers care about accuracy and efficiency, make sure your delivery drivers care about being on time and helping customers set up the product if they have to, make sure your purchasers are researching quality and not just buying based on price. You must make sure everyone in your company is exemplifying your core values and no business practices stand in the way.
A great example of a company who does this well is Disney. Their mission is "To be one of the world's leading producers and providers of entertainment and information." When you walk into a Disney park or cruise, all of the employees are "cast members," everything is designed with exacting detail to delight, surprise and entertain you, and even a simple caramel apple has a sense of whimsy. Just thinking abut Disney gives us a magical sense of nostalgia and wonderment. That is the epitome of a strong brand with a purpose that penetrates every aspect of their business.
To truly have a successful brand you have to look so much further than the logo, your brand is your business and is how you show up to your customers. Communicate your brand and make sure everyone is on the same page to have the best chance at success!