A Logo Is Not a Brand
Very interesting reading in Hervard Business Review
Key leraning’s here-below.
Lots of organizations and lots of people think that brand begins and ends with a LOGO.
Brand is much more than a name or a logo. Brand is everything, and everything is brand.
Brand is your strategy.
If you’re a consumer brand, brand is your products and the story that those products tell together. Ikea’s kitchen chairs’ tendency to fall apart after two years is part of the company’s brand. If you’re a humanitarian organization, brand is your aspirations and the progress you are making toward them.
Brand is your calls to action.
If Martin Luther King had offered people free toasters if they marched on Washington, that would have been his brand. Are your calls to action brave and inspiring or tacky? Are they consistent with some strategy that makes sense?
Brand is your customer service.
If donors call your organization all excited and get caught up in a voicemail tree, can’t figure out who they should talk to, and leave a message for someone unsure if it’s the right person, that’s your brand. It says you don’t really care all that much about your donors. If they come to your annual dinner and can’t hear the speaker because of a lousy sound system, that’s your brand.
Brand is the way you speak.
If you build a new website and fill it with outdated copy, you don’t have a new brand. If the copy is impenetrable that’s your brand. If you let social service jargon, acronyms, and convoluted abstractions contaminate everything you say, that’s your brand.
Brand is the whole array of your communication tools.
Brand is the quality of the sign on the door that says, “Back in 10 minutes.” It’s whether you use a generic voicemail system with canned muzak-on-hold, or whether you create your own custom program. The former says you are just like everyone else and you’re fine with that; the latter says you are original.
In the digital age, user interface is your brand.
If your website’s functionality frustrates people, it says that you don’t care about them. Brand extends even to your office forms, the contracts you send out, your HR manuals. Do you rethink traditional business tools or default to convention? The choice you make says a lot about how innovative your brand is.
Brand is your people.
Brand is your people and the way they represent you. Having a good team starts with good hiring and continues with strong and consistent training and development. No matter how well your employees adhere to your new brand style guide, if they couldn’t care less about the job they’re doing, that’s your brand.
Brand is your facilities.
Are the lights on, or is your team working in darkness? Is the place clean and uncluttered? Does it have signage that’s consistent with your visual standards? Does it look and feel alive? Your home is your brand.
Brand is your logo and visuals, too.
A great brand deserves a great logo and great graphic design and visuals. It can make the difference when the customer is choosing between two great brands. But these alone cannot make your brand great.
Ultimately, brand is about caring about your business at every level and in every detail, from the big things like mission and vision, to your people, your customers, and every interaction anyone is ever going to have with you, no matter how small.