Logos Aren’t What’s Important

This post is by Michael Pollock, the original owner of Small Business Branding. Yaro Starak now owns and produces the latest content for this blog.

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Ricoh_1 People often confuse logos with what’s really important – the brand image (what people think and feel about the company). Whisper Blog uses Ricoh as an excellent example of such confusion. By definition, the logo is merely the brand (i.e. the symbol).

"A logo is not a brand strategy. A logo is instead a graphic symbol of a
brand. Nothing more. A logo becomes layered with meaning only after
invested with the emotions of the consumer. Understanding how a brand
becomes invested with emotion to create market movement is the science
of brand strategy." (emphasis mine)

How does your brand – logo, name or other symbol – become invested with the thoughts, feelings and emotions of your network?

Yaro

Hey Ed,

This post was by Michael Pollock, the original owner of SBB.com.

Hopefully he will see your comment too.

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Ed Roach

Yaro,

I guess my brand is largely dependent on my actions to epitomize what I say I am. I'm going out into a market, with a brand name (The Branding Experts) that states just what I do. My efforts on the web, my blog, my newsletter, in networking groups, here on this blog and other initiatives reinforce my brand and helps to position me as an expert in my field.

In good times and in bad, I work very hard not to compromise my values. I enjoy the reputation of being a business person who is respected among my peers and clients alike. Because of my awareness of brand - I am very attuned to it. I feel the beat of it's heart every day.