I am fascinated with brands and the place they occupy in our world. While rating Superbowl ads is a national obsession, it intrigues me that the concept of a brand is so misunderstood. I often hear people talk about a logo they don’t like and wax poetic about how terrible the brand is. The reality, however, is a logo is just one component of a brand.
Although Google is one of the strongest brands in the world, it does not have a particularly well-designed logo. What Google does have is a crystal clear understanding that brands are the sum total of the entire experience.
Certainly, the logo you see on a business card informs the brand, as does your experience on a website. It’s also the emotion you feel when you walk in the store and what you hear about a company on the news. Brands are living, breathing, dynamic forces that are around us every day. The beauty is in how they evolve and adapt. Both for the good and the bad.
Just this week we posted a Whale Story about a company we created a visual identity for a few years ago. As their company evolved, they had the courage and foresight to assess where they are from a brand perspective and make a change. They re-invested in their visual identity to ensure that it was an authentic representation of who they have become.
In the coming months we’ll share the stories of several key organizations in Detroit that have made similar decisions. Companies that are 25, 50 and even 100 years old. Proving that it’s never too late evaluate your brand.
This summer we’ll also roll out new logos for The Detroit Public Schools and the non-profit Reading Works. Each organization had the strength of character to undergo a comprehensive design thinking process to understand their brand better. The common thread between these groups is their driving hunger to connect with their audience and present a complete and authentic brand experience. Now, they have the tools to make stronger connections with their audience.
So, maybe it’s time to take a look around your organization. What’s your brand? Is it being accurately communicated to your key audiences? Are your proud of your business card and web site, and do they tell your story in a way that’s authentic? If you’re having trouble with these questions, maybe it’s time we had a chat.
Tim
@smithcastle
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