Brand is built on experiences, not a logo Part I
How distinct is your brand? If Apple opened a convenience store, within seconds you’d have a pretty clear picture of what it would look like and how the shopping experience would feel.
What if Samsung followed suit? What experience comes to mind, if any?
Truly, the concept of branding has evolved and, quite frankly, been watered down over time. What was once defined by a logo and tagline is now the overall experience and expectations a company builds to reflect who it is and what it promises its customers. Through the following blog posts, we’ll explore what branding is today and help you determine if your current strategy is guiding you to become more like Apple where regardless of what product or service you provide, the expectations are clear and meaningful. Or, if your brand strategy is less distinct, it can be harder to become memorable to your audience.
Where branding began, and what it means today.
First, it’s worth acknowledging the traditional understanding of branding, which centered around logos and taglines. For decades, a brand was defined by these two elements with the logo serving as the face and the tagline as the voice of a company. But as consumers, technology, and business have evolved, the concept of branding has transformed.
At its inception, branding was a simple way for producers to mark their products as a way to differentiate from others. This was more about ownership and quality assurance than what we think of as branding today. While competition was scarce prior to the industrial revolution, this shift toward mass production created a need for businesses to distinguish themselves. Ultimately, the logo was born as a visual symbol to help consumers quickly create a mental link between a product and its creator.
It doesn’t take a lot of mental calories to visualize brands that embraced the concept of branding and the visual identity logos help establish. You’re likely thinking back to the example of Apple, or even the Coca-Cola script, the Nike swoosh or the Wells Fargo covered wagon. Although some of these examples were created long before the others, they were each designed to be memorable and easily recognizable, a feat that has only gotten more difficult as consumers become more and more bombarded with choices.
To complement a company’s logo, taglines were soon added to the brand formula. A catchy phrase could encapsulate a brand’s ethos or promise in just a few words. “Just Do It” or “Think Different” not only stuck in the mind but also communicated a brand’s attitude or benefit. While some brands continue to place a great deal of emphasis on a tagline, the digital age has changed the branding game significantly.
Consumers have greater access to companies and can easily research and compare products from the comfort of home. They no longer have to step inside a store or speak to the company before making a decision.
The result: today consumers are more empowered and demand more from the brands they interact with. The conversation is no longer completely driven by the brand; it’s deeply influenced by what other people (educated or not) say.
Brands can no longer rely on a logo and tagline to connect and “stick” with their audience. Good brand strategies are focused on offering a consistent and positive experience across all touchpoints. This goes beyond the product itself to include customer service, online interactions, and even the deeper values of the company. A positive brand experience is a mix of functional and emotional factors. First and foremost, consumers want products that meet their needs. Trust is established when the brand not only solves their problem but also offers great value for their money.
Additionally, aligning with a company’s values can make customers feel proud, prompting them to recommend the brand to others. Finally, when a product enhances a user’s self-image, it adds a personal touch to the brand connection. Together, these elements build a strong and lasting brand relationship.
Next week, we’ll take a closer look at where branding began, and what it means in today’s world in part 2 of this series.
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