Many clients contact us because they want a logo that represents everything that they are as a company, everything they do, and don’t forget to include their favorite colors and meaningful symbols! They ultimately want a logo that communicates their entire brand, but quite frankly, that’s not what a logo is supposed to do, even if it were possible.
Branding to a company is like a reputation to a person.
Although you may find yourself attracted to a person for any number of reasons, deep connections are based on shared values, interests, and authenticity. The same is true of your company. Deep, lasting connections are made when customers and clients share values with you. That being the case, the better you define your values, act on them, and communicate about them, the deeper the connection.
How Do You Do It?
Actions Speak Louder Than Words
We all know that talk is cheap and there’s nothing more disappointing then feeling duped into a relationship only to find out that the reality isn’t what you were led to expect. We have become used to this experience, and look at most product claims with a bit of skepticism (or we should). Isn’t it refreshing when you come across a company that follows through with what they say they stand for?
Your product or service is not for everyone. Just admit it up front and you’ll earn respect from both sides from the start. Usually, if I hear someone tell me that their product is “not for me” it makes me more curious about it. In that sense, it’s both good marketing, and good branding.
Use Real Testimonials
Today’s consumers are savvy, and skeptical. If you have a phony testimonial, chances are, it will be recognized for what it is and ignored. It’s better just to leave it out. Authentic testimonials, however, can turn a skeptic into a paying customer, so take the time to ask for them!
Address Your Environmental Impact
No matter what side of the debate you’re on, caring for our environment is important. Not every product out there can be certified “green,” but the ways in which you address the issue of responsible disposal, giving back to the environment in other ways, or making efforts to reduce environmental impact all need to be talked about openly.
Address Your Audience On Their Own Terms
It’s easy, especially for smaller companies, to talk about themselves in terms that they understand, without regard for their audience. Have a neutral third party read your marketing and PR materials and listen to their feedback. What are you explaining in detail that no one cares about? What are you assuming everyone else knows because you live with it day-in and day-out?
So, Then What’s a Logo Supposed To Do?
A logo is a memory hook. It’s a simple mark that sticks in peoples’ minds giving them something to attach all of your brand values to. It can’t BE your brand, but it can be the thing that calls it to mind. As a customer or client experiences your company, their memories get burned onto the logo, and the logo begins to represent everything you are to them. Ever see a Starbucks logo and suddenly realize you are craving coffee? The logo itself didn’t give you that feeling, but it reminded you (and your body!) of past experiences, which have very real and often visceral memories.
Consider what experiences have been pinned to your logo. If you are in the process of creating a new logo, aim for a symbol that will easily carry the emotions and memories you hope to convey through the experience of your brand.