As the south’s branding agency we often have people visit us who are confused about logos and ‘a brand’. Do we just need a “simple logo”… we then ask about the way they win business, how they answer the phone, who they are in competition with, how they talk, dress, treat their customers. What the staff think and feel. Do people buy from them because of price, function or service…Do they care, do they measure and if so by what? Sales, satisfaction, number of staff, customer referrals, market share or by gut?

Smart people understand that a new logo can’t possibly increase your market share, and they know that an expensive logo is not necessarily better than a cheap logo.This is the difference between understanding a logo and a brand.

A logo is an identifier, it gives people something to remember and apply to an experience or thought, like someone’s name. A brand is everything someone experiences and what they think of you.

How do you test if a logo is any good…

You can’t test a logo any more than you can test a first name. Sure, you can eliminate messy, difficult and long names, but what you should be looking to do is create the complete experience.

The visual language, service approach and every last communication from your emails to your ‘on-hold’ music is part of the ingredients to your brand success. What paper your business card is printed on to the car you drive.

It truly is everything you do, however it is important not to get overwhelmed by the enormity of this. Take it one step at a time. Prioritise which points your customers touch first and most often, which are key in winning new customers, which in retaining old ones. Work out effective methods of connecting with people in your own way and style.

Make it memorable and consistent. We love working with people who understand that a ‘brand is not just a logo’ they are half way to a stable, successful and fulfilling business. If this sounds like you then get in touch and I am sure we can create a memorable magic brand together.

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