When you see the logo’s of Nike, Google, Coca-Cola or Apple, do you immediately say WOW! That looks awesome I should buy something from them? Probably not. If that’s so, how do companies like those carry such brand equity that just by association of their brand on a product will make customers stand for hours waiting to get the first one?
Brand’s Need to Invoke Emotion
A logo is like your name, if you were to see John Smith in a phonebook (does anyone use those anymore) you don’t immediately say I’d like to meet him or he’s a really funny guy, because the truth is you don’t know him.
However, when you see the name of a public figure or one of your friends or relatives you immediately “feel” something. This is because a logo like a familiar person’s name is just a piece but an important representation of your Brand or an individual’s personality.
What is a Brand?
A Brand is the experience you promise and deliver on just as anyone of your friends or relatives have their own unique personalities that you can count on them bringing each and every time you are with them. A brand is the perception of an intended experience that customers, clients and other stakeholders expect when interacting with your organization. Just like you can always count on your Aunt Barbara to cook a delicious meal when you come to visit, you can count on Coca-Cola to always deliver a delicious Cola in a bright red can every time you pop the top of one of their cans.
Brand = Experience
An important thing to remember is that a company or organization does not “Own” their brand but are merely the stewards of its well-being. The market place owns your brand but it is your responsibility to define what the promise is and ensure that you deliver or exceed that promise with each and every interaction.
