When somebody comes to us looking for a ‘new brand,’ our first question is not for our client, but for our client’s client: “What is the current perception of company XYZ? Is it reliable? Is it consistent? Is it approachable?” If they can’t answer one of these questions, we need to start somewhere deeper than designing a new logo — we need to start with emotion.
So many people believe that a new logo can change the way the company is perceived by the public; when, in fact, the core of a good brand is consistency and evoking a positive emotion. For example, do you greet your customers the same way when they walk in your door? Does your voicemail message give a friendly and informative greeting? Do your emails have a consistent signature? Do you connect with people talking about your company on social media? Yes, a memorable brandmark, an engaging website, and a stand-out business card would only enhance all these elements and are a necessary piece of the strategic puzzle, but they’re not going to magically create the day-to-day emotional cues that are necessary to uphold your brand for years to come.
Challenge yourself this week and spend some time digging into the image you convey to your customers and clients. Develop a plan for establishing consistency, engaging with customers, and stimulating positive emotions. It is then that your new brand will really shine.
