How does an organization choose the symbol that will represent them? It starts with defining core values. If a logo is an outward expression of inward attributes, those attributes must be defined before creating a logo. In his book, United We Brand, Mike Moser shows how the Declaration of Independence established America’s core values and why that mattered.
Not only did the establishment of core values provide a foundation for these important documents, it provided the talking points for Abraham Lincoln’s famous Gettysberg Address. Moser observes:
Lincoln didn’t have to start from scratch. He knew that the principles he called to recollection were the same ones that the country was founded upon. They mattered then so they would matter now. Likewise, a company strategizing a new marketing campaign won’t have to start from scratch if it has clearly defined core values from the get-go.
Every Symbol Needs a Story
A symbol’s power comes not from its visual experience alone, but the core values it represents. Just look at the Utah’s state bird: a seagull. A SEAGULL? A lousy squawking scavenger bird that frequents landfills and picks up trash left at the beach? Alabama’s state bird is the yellowhammer. Now THAT sounds like a cool bird. Why on earth would anyone choose a seagull to represent the state of Utah? Those familiar with the state’s history recall a famine in June of 1848 that almost destroyed the early settlers’ crops. Crickets were devouring their food supply. When all hope seemed lost, a swarm of seagulls filled the sky, devouring the pesky crickets. The crops were saved. In 1913, a monument was erected in honor of the gulls. Birds sit on monuments; monuments aren’t made for birds! But hey, it’s not the bird itself that makes a powerful symbol–it’s what the bird stands for. Utah could have picked a falcon because they thought it looked cool, but that decision wouldn’t have been meaningful or effective.
A symbol doesn’t have to be “cool” to be great. It just has to be relevant to its audience. The famous Nike Swoosh, for example, wasn’t hailed as a magnificent creation when first conceptualized. The logo was almost too simple. However, Nike co-founder Phil Knight, his team, and a young designer had a vision for the future of the brand. Through focused messaging and branding efforts, the Swoosh became an international symbol for perseverance and determination. It stands today as one of the most iconic–if not the most iconic–logo of all time.
Building On a Solid Foundation
Clearly defined core values and a logo that symbolizes them are essential first steps in building or rejuvenating a brand. However, the work doesn’t stop there. After drafting The Declaration, the U.S. still needed a Constitution and Bill of Rights. Similarly a brand needs guidelines. These are the essentials:
- 1. Core Values – The essence of what defines the brand.
- 2. Logo - A symbol representing the brand and its values.
- 3. Brand promise - What can customers expect from the brand?
- 4. Positioning Statement – What differentiates the brand from its competitors?
- 5. Mission Statement – What is the brand’s purpose and how will it be achieved?
- 6. Vision Statement – How will the brand change the world?
These form the building blocks for a brand and will guide daily decisions. Establishing these marketing statements will safeguard against impulsive, reactionary decisions. Formulating a brand strategy isn’t something successful companies do once they are established. Rather, they establish a brand strategy to become a successful company.
Authenticity: The Strongest Competitive Advantage
Logic argues that a brand should gain popularity by doing whatever customers demand from it. History, however, reveals the most successful brands lead with confidence, often pioneering innovations that aren’t immediately popular when launched. Authentic brands don’t allow criticism to dictate their direction. When The Gap launched a new logo in 2010, people were livid. Raging mad. Over a logo! Instead of sticking by the decision, The Gap quickly retreated back to the safe haven provided by the former logo. Wise brands, on the other hand, are willing to accept the fact that they won’t win everyone over. When Apple released the iPad, people joked if it was a feminine hygiene product. The name was ridiculed on late night TV! How much worse could it get? But did Apple back down? No. They held their ground. Brands like Apple aren’t concerned with the peanut gallery. Instead they concentrate on forming meaningful relationships with customers who matter. These are the type of customers who will become fiercely loyal. They will recommend the brand to friends. They are the ones who will, in large part, determine the brand’s ultimate success.
It’s amazing what some companies will pretend to be in order to impress customers. An unclear identity will confuse and frustrate customers. As Albert Einstein once said, “If you judge a fish by its ability to climb a tree, it will live its whole life believing it is stupid”. Smart brands play to their strengths.
Consistency is Key
It’s important to understand that a brand’s value is not intrinsic. Ultimately, the customer determines how much a brand is worth. However, an organization can influence customer perception though consistent messages and visuals. Effective brands know who they are and they act like it. All the time. From the way they answer their phone, to the way they package their products, to the writing on their website; there is no questioning who they are. Although Geico has used a caveman, a gecko, and a googley-eyed stack on money to sell its product, the message doesn’t change. A 15 minute phone call could save you 15% or more on car insurance. The truth is a 30 minute phone call could save no money, but saying it enough times makes it more believable. Wise brands realize brute repetition is as important as brilliant creativity. Customers are people and sometimes people are in the middle of a meeting, tending to needy children, playing a game, or driving a car when they’re exposed to a brand. Creativity will win their attention, but repetition will help them remember the message.
Conclusion
People choose brands as an outward expression of who they are. No wonder branding requires so much strategy! It must appeal to real people with real aspirations; who often make decisions based on emotion before logic. Therefore, the logo chosen to represent the brand must mean something. This symbolic element can’t just look good. It has to stand for something––something relevant to the people who wear it. For this reason, a logo ought not be developed until the organization defines what it stands for and what it wants to be. If these things are truly important they will be written down and strictly adhered to. Without consistency in outward expression, a brand’s authenticity will be called into question. Branding is either an asset or a liability. This is why a brand is so much more than a logo.