student-run marketing firm at Stephens College, Columbia, MO


Behind the Scenes of the Logo

Behind the Scenes of the Logo

The brand of a company is more than meets the eye. The logo consists of lines, shapes, and colors working together to create a beautiful representation of the brand. The logo can work in many ways to help the brand become known and generate business. The brand is the first interaction a possible consumer has with the product or company. How that consumer reacts to the small introduction is crucial to the consumers engagement in the company or product.

Branding must come before other aspects (like marketing) for the company or product can come into play. A brand must be monitored daily and alway active. If a company allows the brand to dominate it can cause great damage to sales, but most importantly to the loyalty of consumers.

When determining the brand some important points to think about would be to: determine the goals of the product or company, define the target audience, create the culture of the brand, and finalize a brand. Once the brand is in a solid state then brand awareness comes to life. Brand awareness is exactly what is says, exposing consumers of the target audience to the brand. People relate to emotional connections, it is important to keep in mind when making a connection with a consumer it must be relatable, personable, and human. The consumer should understand the mission of the brand. The core values, features, and benefits must be transparent to the consumer. This is how the consumer create trust with a brand which will create a loyal bond between consumer and brand.

The branding strategy is a strong cornerstone to creating the consumer bond. There are 5 key elements to a brand strategy. The first element is the target audience, this is the select population in which the brand should market to. This audience should remain the size appropriate to reach all consumer who fit the audience characteristics. Trying to appeal to everyone will not bring success to the marketing campaign and could hurt the brand more.

The second element is consistency, allowing the consumer to have the same experience with the brand with every visit. The tone, visual aesthetics, and the brand message should remain to same throughout all platforms. This is crucial to the brand’s ability to be recognized by consumers. The third element is emotion, creating a connection with the consumer and the brand. If the consumer can relate to the brand they have a quickier path to trust and loyalty. Giving the consumer an emotional attachment can bring great success to the brand. The fourth element is change, allowing the brand to change and adapt to new consumer needs. This may seem contradicting to the second element consistency, but the brand does not have to wipe the old and start new. The brand must be open to tweaking small thing like a product design to fit in with competitors and changing market. The last element is the one and only, loyalty. Gaining loyalty from consumers can happen in many ways: the consumer can experience an amazing memory with the brand, the brand can give the consumer branded gifts, but most importantly the consumer should be thanked for their loyalty of the brand.

After reading this it is easy to see that there is more than meets the eye of logo and branding. Brands put in a lot of work to receive customer satisfaction and loyalty. In a market like today branding is one of the crucial elements to consumers behaviors. Creating a brand that is timeless comes with great challenges but is the most rewarding.


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