Which comes first, a logo or a brand? A
logo is a design of arranged letters, lines, or images. A logo is not a
brand. Just because you have a symbol of a key, or antique doorknocker,
or an Adirondack chair on a front porch to represent your luxury real
estate marketing practice does not mean you have a brand. It is just a
symbol with little meaning. And, it falls short of the potential to
communicate who you are in particular and how you are different from
your competition.
What comes first is the brand. A brand
tells a story about the company, service or an individual. Before you
can even consider a logo, you must first thoroughly articulate the
various components of the brand, i.e., what you want your brand to stand
for in the minds of your target market, its extraordinary promise of
value, and also how it is distinct from your closest competitor. This
includes: your brand values, the your brand personality, the role of the
brand in the lives of the consumer, and the various contexts of your
brand, How else can you create a graphic symbol that summarizes all of
that?
Once your target market associates your
logo with all that your brand stands for, just a quick glance at the
symbol should remind them of your entire brand story. Think of what the
silhouette of Mickey Mouse or the Playboy Bunny communicates in an
instant!
Clearly articulate your brand first. Then create your logo.
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