The biggest misconception is that a logo is a brand
Logo acts as a vessel to spark the intangible emotions of a brand
Think of the logo as more of a flint to spark all those intangible thoughts, experiences and memories
Valuable for visual Consistency
While the product is in the spotlight it is not the brand
Products can be measured based on:
Sales
Distribution
Quality
Brand is much less tangible
Clean - Cluttered
Dark - Bright
Is there music
etc.
How do we speak
Hold music
What words do we use
What words do we avoid
Website copy
How do we engage clients when they arrive
Are we:
serious
comedic
laid back
For us:
how do our RFP’s look
business cards
website perhaps
Pretty straight forward
What do we wear
Casual
Business
No dress code?
What does it smell like?
McDonalds - Fries
Health & Beauty - light - feminine
Mini Brand interviews
Increased ad methods:
Twitter
Facebook
Internet robots
If we don’t know who we are - how can we effectively and accurately explain who we are to others