Branding has become all powerful in this internet savvy world. Once, you had a logo that went at the top of your letterheads and people like me were Commercial Artists and Graphic Designers creating Corporate Identities, so what's changed? Why do you need a brand over a logo?
“A great brand equates to great art in that it connects to the same emotions”
The logo is the visual core of your brand, it might be a simple black mark or a complex multi faceted, multi coloured superstructure but ultimately it is just a mark. In itself it holds no real power, it is only a mark until you associate it with a product or service.
Once you place your logo on your offering it becomes the embodiment of your offering in the dock of public opinion. You will be judged and your logo will receive the sentence. If you provide shoddy goods or poor service your logo will become synonymous with that performance and your logo will never recover.
Brands these days are smart. The services and products good brands provide are just the start of the interaction with that brand. The relationship becomes deeper and more emotionally charged with time and powerful brands control which emotions are stirred and how. This is a clever trick as with time it is not the product or service which is judged but the feelings inspired in the mind of the by the brand.
Neat!
