When a Cool Logo Isn’t Enough

By Aubrey Watts | May 18, 2010

Still jealous of our fearless leader’s trip to Florida while we suffered through a mid-spring wintery mess, we cornered Robert into giving us another lesson he took away from the Alliance of Marketing Communications Agencies conference in West Palm Beach.

Takeaway #2: Branding is not just a logo, it’s a means to success

For any new company, success is the ultimate goal – to come out above competitors – but many small businesses often find themselves falling short. One of the biggest mistakes made is failing to understand what a brand is. Establishing a brand is the first crucial step towards true success. Not only is a brand important to the success of your business, it also allows for the opportunity to share what your company is about, who you are and what your business have to offer.

But we already have a logo….that’s not enough?

No it’s not. Your company name and logo represent your brand, yes, but that brand goes much deeper. A brand is the way customers perceive your business and relate to the services offered. A brand also allows your company the opportunity to define a reason for doing business. Finally, a brand proves your effectiveness in marketing to specific audiences through various media outlets.

Before you get the investors lined up and the first product is designed, a clear image of your company brand should be in place. With this, you can easily identify and market towards the correct target audience, attracting the appropriate customer base.

What a clear branding strategy can do for you

“Seven Whole Grains on a Mission.” Chances are, more than half of you already know what brand I’m talking about.

There are multiple factors leading to the success of Kashi Company, but for this staff of 70 people, Kashi is not just a brand – it’s a way of life.

From commercials and cereal boxes to missionary work and recycling practices, Kashi Company is the best example of a company that has consistently remained focused on their goal while building their brand. This focus, dedication and sustainability have followed through to the products produced.

Through successful branding, Kashi has changed the way people view food while remaining true to their goal. Their goal: to provide healthy food through the use of natural ingredients.

A brand and mission that is so strong, it has remained untouched since 1984.

The moral of the story

Having a proper brand with a clear strategy to back it up is not only necessary but is vital to the success of any business.

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