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The Bones of a Strong Brand: Structuring the foundation for success, Part Three

DNA

[Part Three of Three]

In this final installment of the Bones of a Strong Brand I will focus on brand identity, the third of three key building blocks that are the bedrock upon which to build your brand (naming, branding and identity).

Part Three is all about…

Brand Identity

Brand Identity—your old friend, the logo—is probably the thing that pops to mind when people talk about branding. The logo is the most obvious element of your brand. (Or so you may think, however, that slacker at reception ignoring your guest may be an obvious element about your brand, too—a bad element.)

So what makes a good logo? If you’ve done your homework (and defined your brand value through brand facilitation), you have a good idea of the essence of what makes your brand great. Your logo should embody that.

It should:

This little emblem represents a lot. It should be as magical as Mary Poppins’ carpet bag: What it contains should exceed the amount of real estate it occupies. Your logo is like a little sticky note that reinforces your brand and what it stands for each time people see it.


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Next Issue:

A Hot Mess: Prevent decision-by-committee from weakening your brand

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