In our line of work, as a promotional products distributor we often catch ourselves using the words “brand” and “logo” interchangeably. Unfortunately, this is also a common occurrence in the business world. While it is understandable since the logo is the most recognizable feature of a brand, this is an oversimplification of what a brand is.
A brand is not a flashy logo or catchy slogan. It is what happens inside a person’s head when they see the flashy logo or hear the catchy slogan. It is an emotional connection between the entity and its audience. That connection is formed based on a combination of how the brand presents itself and a person’s perception and experience with it.
A brand can help shape its perception directly through its positioning statements, value propositions and taglines. For the brand to be perceived the way it is marketed to be, those elements must match with the individual’s attitudes, values and experience.
Logos serve as a reinforcement of a person’s perception of the brand. If the brand’s position and value resonate with a person, the logo becomes a banner of their loyalty. If they have had consistently positive experiences, the logo reminds them of the positive feelings associated with the brand. Of course, the same is true about negative feelings.
We cannot really control the minds our target audiences (yet?). However, we can control how we present our brands and how we interact with those we do or want to do business with. Each interaction a customer has with our business - reading an ad, talking to customer service, using a products or service - shapes their perception and therefore the brand.
A brand can help shape its perception directly through its positioning statements, value propositions and taglines. For the brand to be perceived the way it is marketed to be, those elements must match with the individual’s attitudes, values and experience.
Logos serve as a reinforcement of a person’s perception of the brand. If the brand’s position and value resonate with a person, the logo becomes a banner of their loyalty. If they have had consistently positive experiences, the logo reminds them of the positive feelings associated with the brand. Of course, the same is true about negative feelings.
We cannot really control the minds our target audiences (yet?). However, we can control how we present our brands and how we interact with those we do or want to do business with. Each interaction a customer has with our business - reading an ad, talking to customer service, using a products or service - shapes their perception and therefore the brand.
Does your logo match your brand?
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