Brand & Design
The Misconception of Branding as Just a Logo
People frequently equate brand with a logo. After all, we have all seen too many brand redesign projects where it just ends up being about a logo redesign. After much brouhaha, countless meetings, hundreds of thousands of dollars spent on some big-name agency, a new logo is revealed, signs are changed, and life goes on. It may be a fresh look, but it won’t deliver a fresh “feel,” nor will it likely deliver a huge positive impact on revenue and organizational growth. Brand is so much more than what meets the eye. For instance, if customer service and responsiveness are not revamped, if product quality is not enhanced, if employee morale is not bolstered, then the mere logo redesign misses the point.
The Essence of Branding
High Art
Automobiles
Luxury Jewelry
Brand as a Feeling, Impression, and Personal Identity
Brand is also a feeling, an impression, a mental imprint that makes you want to go back, that creates the mental shortcut, that charges your engine to engage with the organization behind the brand. Brand is also what people say about you when you are not in the room.
With omnipresent social media and digital channels, every individual now has to think also of personal brand. What image do you project, what is your personal brand?
