If you think your name and logo are your brand, then you’re missing out on the mother lode of true potential in your brand.
This may seem like heresy from a person in the brand business, but your name and logo are just words and a graphic mark that identify your brand. Yes, they should be meaningfully created and designed. Yes, they should be current and relevant. But they are nothing greater than the symbolic reference points for people’s perceptions of your brand.
Your brand, on the other hand, is every word written or uttered, every visual expression and communication, every persons’ experience associated with that name and logo on your business card, website, and products. And the perception it creates in their heart and mind.
The BOLTGROUP definition of brand is:
“The sum total of all visual and non-visual, verbal and non-verbal, tangible and non-tangible elements that help to identify, form, create, and influence unique and positive associations for a product, service, or entity that differentiates it from its competition, creating meaning, value, and preference in one’s mind.”
Start then to imagine the opportunity to positively affect the perception of your brand—at every one of those touchpoints. With consumers, end users, vendors, employees, distributors, dealers, retailers, and all other important contacts who seek value from your enterprise.
As you’re grasping this idea, endless possibilities will come to mind. Think sales interactions, bill collection, interviewing new employees, social media, legal action …. not to mention the more obvious such as trade shows, marketing materials, quotes and proposals, packaging and merchandising, your website, and customer support.
When your brand is built on a solid foundation of truth and purpose (this is vital) with a brand strategy designed to deliver specific value to your customers, business partners, and end users, and activated through a company-wide Brand Ecosystem, you will begin to unleash the true potential of your brand.