Anyone who has ever talked to a Branding Consultant (even casually, in a non-work based setting) will no doubt have heard them bang on about the fact that a brand is not just a LOGO, but rather, should encompass every aspect of a business.

The brand includes the visual identity (of which the LOGO is one part) but it also must be rooted in a strategy and extended through an experience, to become a truly powerful tool for a business.

Sometimes here at B is for Brand I find myself spending so long talking about everything else that makes up a brand that I almost forget to talk about the actual logo.

So I thought I’d take some time to recognise and celebrate the fact that a HUGE part of a brand is the LOGO – and it has a weighty job, for sure.

What’s more, who doesn’t love a great LOGO?

So, what makes a great LOGO?

Well of course, it has to represent everything your organisation is about.

It has to represent what you want your customers to think and feel about your business.

It has to be legible across many different mediums (not least of which your social media platforms – where in some instances, your LOGO is confined to a teeny tiny square or circle.)

It has to be unique amongst others (most namely your competitors.)

It has to be adaptable (again, those pesky social media platforms, but does it also look good on your business card, letterhead and all that old school stuff that face-to-face people love?)

It has to be appropriate for your target audiences. If you’re thinking ‘Oh gosh, who are they and what is it that they want?’ Then we need to talk!

Because it has to represent everything you want your customers to think and feel about your organisation too.

There are some truly great LOGOS out there. I’ll name a few so you can check they pass my test:
• Nike
• Google
• Facebook
• Apple
• Innocent Drinks
• Windswept Brewing Co.
• Moray Chamber of Commerce

How many can you think of?

So, if you feel your LOGO does not meet these requirements, what do you need to do?

Ha! Now we’re back on to my favourite subject. Begin with your
Brand Strategy of course (inserts winky face).

Set out in writing:

• what your company is ‘all about’
• what your vision for the future is
• your values
• what your product offer is
• Who your target customers are (narrow it down to most important)
• what you want those customers to think
• and what you want them to feel about your business.

Consider those best customers that you want to have more of and whether what you have set out is truly appealing to them and why (and if you’re not sure, do some market research).

Finally, look at what your competitors are doing, to make sure you both measure up and also put your business in a clear, attractive space.

Then, and only then, will you be able to decide if your LOGO is up to the job. Don’t worry if you suddenly recognise that your LOGO is letting you down. You will have created a great brand strategy along the way! So you’ll be in a perfect state of readiness to brief your favourite designer to develop a lovely, shiny new one.

If that all sounds a bit of a task, please don’t worry. Just give me a call!

Oh and finally…
Q. Why did I put LOGO in caps in every instance in this post?
A. I didn’t.