This is always an interesting point to get across to new SME clients or start-ups_ When we first mention brands to them we usually get a reply like “Oh, if only you were here two weeks ago we could have used you, but our brand is sorted thanks”_ So being inquisitive souls we ask them to discuss their brand and the reply is usually along the lines of “It’s at the printers”_

Now brands are like people_ They have character, personality and values_

So how can this be at the printers?

Oh, I see, what they mean is that their new logo (corporate identity) is at the printers_

How we look at it is like this, imagine if you were to put a lonely hearts ad in the paper, or online, if you put “GSOH, energetic & professional” these are emotional qualities, the BRAND_ If you put “brown hair, plays sport, wears black” these are physical attributes, the LOGO_

Now based on common or easily recognizable patterns from our past experience and understanding we associate certain emotional qualities to the physical attributes, hence why some people can’t distinguish between the two_ And you can also see why your logo is an important part to your brand development, but can you also see why your logo can change without your brand values changing and visa-versa_

And like people, brands take time and interaction to be understood, to be loved and in an ever crowded world, they often need to do something wonderful to be noticed_

Tags: Brand Development, corporate identity, identity, logo

This entry was posted on Tuesday, January 12th, 2010 at 2:14 pm and is filed under Brand Development. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.