A couple of months ago I had a business meeting with someone that was trying to sell me on a project; I met them at a restaurant that they picked. They pulled up in an old Toyota that was badly in need of a wash, and the bumper was dented and had paint marks all over it. Does this matter? I think that it does. Everything about you matters when it comes to business; from the way you dress to the car you are driving. Continue reading
Company image is extremely important and whether you are a small business or a fortune 500 company this is something that should be a daily priority. Many companies think that image and branding is the job of marketing and/or public relations and this could not be further from the truth. Branding and image is the job of everyone who works at the company, from the CEO all the way down to the janitor, and you may laugh when I say that, but I’m not joking. Every employee must live the image, yes that’s right live the image; you can’t sell it if you are not living it as a whole, meaning that everyone that works for you must share in the vision. Continue reading
I was lying in bed this weekend reading a business article on my blackberry about logo’s and after I was done reading the article I was perusing through the various comments that had been left and I found it astonishing the number of people that think a logo and branding are one and the same. So this week I am going to concentrate on discussing branding. Let me start this topic by saying that a brand and a logo are not the same thing; a logo is simply a picture, a piece of artwork, it is the face of the brand itself, whereas a brand is the company’s image, the essence of the product or service or even the company itself.
Many small businesses are under the false impression that their brand image is their logo, but that is not true, brand image is how you appear to the public and how you appear to your customers. The interaction that you have with your customers is what creates your brand image. Dell and HP have very simple logo’s, just simple words, it is just a logo, the brand behind the logo is what the company has striven to create, and it is the image that their customers have helped them create. A logo by itself has no meaning, it is the work that is put into creating an image that makes the logo stand for something, but again, the logo is just the face of the brand. Your brand is your image and your image should communicate to your target market the difference between you and your competition, the image that the public sees and how they perceive that image.
Every company has a brand image whether they know it or not, and that image can be good or bad, but regardless it’s there and it’s not determined by the logo in any way. The logo simply is the connector of your business to your image. Motel 6 started out renting rooms at $6 per night, thus their name, but without the image behind the logo Motel 6, would you know what it means? And what does that image mean today? Rooms are no longer $6, but they are inexpensive and Motel 6 has built an image of being a non expensive home away from home; they will “leave the light on” for you. The logo doesn’t tell you any of these things, but the image that the brand has created is what stands behind that logo; it is the doorway to the image if you will.
Every company small and large alike needs to constantly be working on their company image, they need to be striving to create a positive image in the market place. Tomorrow’s article will discuss the importance of the image and how to create a brand that is a positive influence on your business.