In yesterday's post, we
emphasized that a brand is not just design, or a logo. A brand is
developed based on a fundamental strategy that if consistently applied,
will bring top of mind status.
We wanted
to illustrate this with an example that would clarify it even further.
The photo above was taken today on State Street (the main downtown
street) in Santa Barbara. Both sides of State Street have these banner
flags.
What is
this logo? It is an interesting design, and someone went through the
trouble and expense of registering the trademark. We tried to figure
out by wondering if this was a sign for the upcoming Santa Barbara Film
Festival. No, it was not.
Can you
guess what it is? We put on our investigative reporter's hat and called
the Santa Barbara Chamber of Commerce. They did not have the answer,
and suggested that I call the Santa Barbara Downtown Association. They
had the answer: it is the Planned Parenthood logo! Why is it there, and
what is the strategy? How many people would even go as far as we did
to find out what the sign meant? Does this Brand work to reach their
target market?
Contrast
this with the FedEx Express logo. It is straightforward, and if you
look closer at the Ex part of the logo, you can see the arrow formed in
the white space between the x and the lower part of the capital E. The
arrow communicates movement from one point to the other.
FedEx has
top of mind status with major shippers all over the United States.
Some people have never used FedEx, but they still know the brand. We
certainly have known about the Planned Parenthood organization, and the
fine work they do. Their brand in this context does not communicate who
they are and what they do.
Make sure your brand works: what should be your primary goal is top of mind status.
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International
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