Your
company logo design may be distinctive, however, in a competitive business
environment, nurturing your
logo design into a
brand enables you to create and capture business value to win market share,
enter new markets and gain competitive advantage.
If your company already has the vitamins and nutrients, such as
a mission statement, value proposition, and core values, then you have many of
the things you need to grow your logo design into a brand and connect your
employees, partners, and customers to a singular business vision in the
marketplace.
Logo design = 3D Representation, Brand = 3D Expectation
The goal of a
corporate logo design
is to mature from a representational symbol of a company, service, or product,
into an expectation of performance in the mind of consumers.
When first created, logo design represents conceptual ideas and
exist as business cards; letterhead, cardboard stencils, and symbols on proposal
covers. As they begin to evolve, they can grow into the sum of the corporate
vision and symbolize the value proposition, core company values,
characteristics, and attributes that are associated with a positive emotion --
that uniquely identifies a logo design as a service offering in the mind of the
consumer.
Through the evolving life of a
custom logo design,
it is expected to become more accountable as it gains responsibility, visibility
and stature. To reach this golden era of achievement, the logo design matures to
become a brand. It's simple existence, placed on marketing communications and
correspondence; signify a presence and voice of the company that speaks to the
consumer's expectations. This symbolic quality can retain consumers as well as
attract new ones, through recognition and association of new product launches
and business initiatives.
Thus, in the corporate setting, logo design can become brands
and contribute to the growth of the corporation - and to society with a healthy
diet of strategy and nutrients. A brand can also be reproduced as a product line
of sub brands within a brand family. Evolving from representation to
expectation, involves growing from a conceptual idea to an awareness of
recognized stature that compels a positive relationship of image and recall.
Consistent use of targeted marketing communications materials can help achieve
brand expectation of performance for products and services.
Corporate Identity + Marketplace Positioning =3D Growth Strategy.
The logo design and corporate identity is the frontline of your
company's services. It's the company asset that represents your voice for a
position in the marketplace.
While your logo design is the visual signature of your idea,
company, product or service, its practical use is the centerpiece of your
corporate communications, as your corporate identity. The bottom line business
value of your corporate communications is strengthened in the marketplace with
consistent use of identity, and targeted content and message.
A corporate communications strategy will help your business gain
market share - in a changing and competitive business landscape. Ultimately,
your corporate brand should stand for the relationship your company has with its
employees, partners, and customers. For a logo design to come to life, to exist
in the minds of your consumers - the company must be internally aligned to
deliver the brand promise through the company's, culture, values, products and
services. Employees must "live" the expectation of brand performance in their
day-to-day interactions. Management must demonstrate their commitment to these
values through leadership as well as corporate, marketing, and internal
communications.
The world's strongest brands, such as Starbucks, Coca-Cola, IBM
and Monster, clearly demonstrate this every day. These names, that first
represented logo design, now represent consumer expectations of performance.
Jerome Smith is a
business communications visionary defining the corporate strategy for
BrandEvolve, Inc. where he is CEO. He has a passionate approach to branding,
creative problem solving, and the creative process. His insight to branding
comes from his evolution as a NYC graffiti artist, to an integrator of brand
communications solutions across the mediums of print, broadcast/multimedia, and
Internet.
Email:
jerome.smith@brandevolve.com
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