It's Not The Logo, Stupid!
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Tim Robertson
May 9, 2013, 12:30:09 PM5/9/13
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Please consider this free-reprint article written by:
Tim Robertson
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Article Title: It's Not The Logo, Stupid!
Author: Tim Robertson
Word Count: 617
Article URL: http://www.isnare.com/?aid=147640&ca=Leadership
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=147640
Easy Publish Tool: http://www.isnare.com/html.php?aid=147640
*********************** ARTICLE START ***********************
Branding is a hot topic these days. It�s not only related to products, but to the �brand� of celebrities, political campaigns, and even cities. What is a brand anyway?
Let�s clear up some misconceptions. Branding is not the logo, or the tagline, or the celebrity face. This would be branding at it�s shallowest.
The reason that great brands thrive is because of something much more than a huge advertising budget and slick marketing campaigns. People and communities are attracted by shared values. Great brands know what their values are and not only communicate them, but demonstrate these values at every level of their operations.
Within every great brand is an implied �promise�. This promise is called the core brand message. It is the one thing that the organization can consistently deliver on, day in and day out. It has to be authentic. Imagine if FedEx didn�t get your package there overnight, or Starbucks made a lousy cup of coffee!
It is this authenticity and reliability that builds trust with the brand�s constituency. Trust compounds over time; a great brand will grow because of this compounding effect on its relationship with the communities it serves. Great brands define and express their values; create a core brand message they consistently deliver on; and convey and demonstrate these values and messages effectively and congruently.
So how can you benefit from this type of approach?
Branding works when it is adapted by the whole organization. This means that the brand is communicated through every point of contact internally and externally. There are many ways an organization can send out mixed messages.
When a complete branding program is introduced, all communications focus on the same consistent message; stakeholders and employees have branding guidelines for all of their communications and interactions with the community; and suppliers such as consultants, public relations, and promotions agencies have proper direction.
What a great brand is made of - the components of consistency:
1. Core values are the cornerstones of a great brand.
Your organization already has certain values it adheres to - have they been articulated and clarified? Focusing on the 3-4 core values your organization has is helpful in determining what you communicate and how you interact in the world.
2. The core brand message is a statement that includes your �brand promise�.
What is the one thing that you can deliver on regardless of the circumstances? What can you always be counted on for? Keep in mind this is not a guarantee, but rather a promise to deliver on a consistent basis.
3. The brand personality is a way to personalize and humanize an organizational brand.
People interact with people, not conceptual legal entities. What is the brand personality of your organization? Is it young or middle aged? Scholarly or hip? Traditional or trend-setting?
4. The brand icons are all of the visual and audio symbols that communicate who you are.
The logo is only one aspect of this iconography - it also includes all print, online, broadcast media communications and promotions.
Branding is something that takes place in the heart. It�s a relationship that is built on trust and consistency. It�s the promise in an on-going relationship between the organization and its constituency. It is built over time and compounds with time. It can be mythic and enduring, or it can be weak and superfluous.
What is the inherent strength of your brand? What do you deliver on? And what values does your organization demonstrate and live through?
About The Author: Tim Robertson saves brands. Visit http://www.robertsonandpartners.com for more about enhancing your brand. And visit http://www.thebestlogo.info to find out the six things a good logo design must have.
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=147640
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
Message delivered directly to members of the group:
publish-the...@googlegroups.com
*****************************************************************
Please consider this free-reprint article written by:
Tim Robertson
*****************************
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in free-only publications such as a website or an ezine as long as the bylines are included.
- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any sites/publications that contains or supports hate, violence, porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited Commercial Email) or SPAM. This article MUST be distributed in an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we ask that you send a copy of the newsletter or ezine that contains the article to http://www.isnare.com/eta.php?aid=147640
- If you post this article in a website/forum/blog, ALL links MUST be set to hyperlinks and we ask that you send a copy of the URL where the article is posted to http://www.isnare.com/eta.php?aid=147640
- We request that you ask permission from the author if you want to publish this article in print.
The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
*****************************
Article Title: It's Not The Logo, Stupid!
Author: Tim Robertson
Word Count: 617
Article URL: http://www.isnare.com/?aid=147640&ca=Leadership
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=147640
Easy Publish Tool: http://www.isnare.com/html.php?aid=147640
*********************** ARTICLE START ***********************
Branding is a hot topic these days. It�s not only related to products, but to the �brand� of celebrities, political campaigns, and even cities. What is a brand anyway?
Let�s clear up some misconceptions. Branding is not the logo, or the tagline, or the celebrity face. This would be branding at it�s shallowest.
The reason that great brands thrive is because of something much more than a huge advertising budget and slick marketing campaigns. People and communities are attracted by shared values. Great brands know what their values are and not only communicate them, but demonstrate these values at every level of their operations.
Within every great brand is an implied �promise�. This promise is called the core brand message. It is the one thing that the organization can consistently deliver on, day in and day out. It has to be authentic. Imagine if FedEx didn�t get your package there overnight, or Starbucks made a lousy cup of coffee!
It is this authenticity and reliability that builds trust with the brand�s constituency. Trust compounds over time; a great brand will grow because of this compounding effect on its relationship with the communities it serves. Great brands define and express their values; create a core brand message they consistently deliver on; and convey and demonstrate these values and messages effectively and congruently.
So how can you benefit from this type of approach?
Branding works when it is adapted by the whole organization. This means that the brand is communicated through every point of contact internally and externally. There are many ways an organization can send out mixed messages.
When a complete branding program is introduced, all communications focus on the same consistent message; stakeholders and employees have branding guidelines for all of their communications and interactions with the community; and suppliers such as consultants, public relations, and promotions agencies have proper direction.
What a great brand is made of - the components of consistency:
1. Core values are the cornerstones of a great brand.
Your organization already has certain values it adheres to - have they been articulated and clarified? Focusing on the 3-4 core values your organization has is helpful in determining what you communicate and how you interact in the world.
2. The core brand message is a statement that includes your �brand promise�.
What is the one thing that you can deliver on regardless of the circumstances? What can you always be counted on for? Keep in mind this is not a guarantee, but rather a promise to deliver on a consistent basis.
3. The brand personality is a way to personalize and humanize an organizational brand.
People interact with people, not conceptual legal entities. What is the brand personality of your organization? Is it young or middle aged? Scholarly or hip? Traditional or trend-setting?
4. The brand icons are all of the visual and audio symbols that communicate who you are.
The logo is only one aspect of this iconography - it also includes all print, online, broadcast media communications and promotions.
Branding is something that takes place in the heart. It�s a relationship that is built on trust and consistency. It�s the promise in an on-going relationship between the organization and its constituency. It is built over time and compounds with time. It can be mythic and enduring, or it can be weak and superfluous.
What is the inherent strength of your brand? What do you deliver on? And what values does your organization demonstrate and live through?
About The Author: Tim Robertson saves brands. Visit http://www.robertsonandpartners.com for more about enhancing your brand. And visit http://www.thebestlogo.info to find out the six things a good logo design must have.
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=147640
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
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