Branding: Beyond Logo Design
Business owners that embark on the process of design may ask for a logo but what they are really seeking is a brand. Since the brand – not the logo – is what your audience will interact and fall in love with; it is the reason they will stick around. In light of our experience and to help illustrate our perspective, the following is an example of an organization that follows through with establishing their brand identity to develop a truly robust and successful brand.
It’s a warm Friday afternoon and the week has been long and busy. You’ve made plans to go out with your friends to this new restaurant that everyone is talking about and you get there early out of fear of having to wait 2+ hours for a seat. It’s one of those experiences they say you’ll never forget! This is what audiences are craving, that one-of-a-kind experience. The out-of-the-box thinking that drives people through the doors.
Companies these days are still under the impression that their logo defines the true essence of their brand. This mindset may have brought success a hundred years ago, but by today’s standards, much more goes into branding a company. There are many factors that truly define who you are and help shape your authentic brand story, just like that unique restaurant experience.
Howard Schultz, Chairman and CEO of Starbucks, has been quoted as saying, “In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.”
Case in point: Chicago’s new urban hot spot where Chef Stephanie Izard, winner of Top Chef season 4, serves up innovative small plates from a dramatic open kitchen. Upon entering this eclectic eatery, aptly named ‘Girl and the Goat,’ an incredible sense of nostalgia sets in. From the perfectly calculated floor plan with patrons enjoying their sensual ensemble of delicately crafted dishes consisting of goat carpaccio and grilled baby octopi; to the crisp hardwood chairs and incredibly jovial team of waiters and waitresses ready at one’s beck and call, every brand touch-point is on point and screams quality.
It is as if guests could expect Anthony Bourdain to walk through the revolving doors and join them for a unique and long overdue feast. What was it exactly about this place that just makes its patrons feel so good? Is it the trip painting of a goat on wall? Or the charred wood textured walls? Maybe the logo? No, those elements never stand alone, but just like every quality brand out there, the authentic story must collectively resonate from every square inch of the space, both on- and off-line.
Just as our orders coming out at rapid speed became more and more complex, a thought came to mind. The way we are being served here at this gourmet restaurant is very similar to the way Devarj Design Agency serves our clients in the business world. From the light, yet deeply seasoned raw dishes and fresh salads in the beginning equating to the Research and Discovery Stage. Leading all the way up to the main course of tender goat heart followed by miso-butterscotch budino with bacon toffee for dessert; also known as our Brand Implementation and Harmonization Stages. Mmmm…you can’t forget the bacon.
Hopefully we haven’t spun your compass in too many directions! So what does all of this mean? Your authentic brand story is the bottom line. What is your authentic brand story, you may ask? That question may be best answered by first understanding what your brand looks like when it is authentic.
Your brand is authentic when…
your company focuses on integrating both inbound and outbound marketing strategies together instead of only using the traditional (outbound) marketing which is basically sending out loads of marketing material trying to sell your concept and aggressively pushing the brand onto your consumer. Inbound marketing is where you provide something of value to your audience and organically attract them to come to you.
your company understands that the “target” in “target marketing” is a moving one due to the way social media has established the new “wild west.”
your company focuses on building long-term relationships with people instead focusing on selling products and services to “consumers.”
your company’s style of writing is geared toward human emotions, your audience and their lifestyles.
your company’s internal corporate culture is properly aligned with the overall brand’s authentic mission, vision and messaging.
your company knows how to teach, educate and help others understand your company and its industry.
your company focuses on utilizing all marketing and branding tools instead of focusing on just a few.
your company is consistent with its brand.
your company focuses on expressing why it does what it does.
These are just a few of the many concepts that exemplify a brand existing in its authentic state. Companies that choose to stand out from the crowd do so by taking responsibility for their brand, how it is perceived and making sure they are sharing their unique story with the world at every touch-point.
As dedicated business men and women, we must see beyond the logo. We must delve into the heart of the miso-butterscotch budino with bacon toffee and truly harmonize your brand. The days of just having a logo on a product, billboard or magazine and aggressively pushing ideas onto consumers are long gone. Developing, nurturing and sharing your authentic brand story is what the future of branding is all about.
Don’t know where to start? Schedule a free consultation and discuss your company’s brand future.
Best,
Eric Devarj
Director of Business Development
