Signs of Building Your Brand

by Al Ross

Ask most business owners to describe his or her company’s brand and chances are good they’ll begin with a description of the organization’s logo. To most people, the logo design is the “mark” or brand of the company, as clearly as if a red-hot branding iron had been used to burn the logo in place.

Is it any wonder? A company logo (and, in some cases, its advertising slogan) is the primary dressing of the business. It identifies the organization and conveys an image before the first word in a customer relationship is ever spoken. Logo artwork is concrete proof that a business exists. When placed on business cards and invoices, websites and brochures, as well as properties and buildings, the logo is visible proof that the location, domain or document is legitimate. The real deal. So, from a branding perspective, a logo is an important tool that represents the company and conveys a tangible message.

Logo art also helps differentiate an organization from its competitors. For example, every American shopper knows that two red circles on a white background belong to retail giant Target, even when the retailer’s name doesn’t appear with the bull’s-eye image. Branding can be so powerful that, without using a single logo design, a long-term branding strategy by the diamond industry has created the perception in the minds of American consumers that ‘Diamonds are forever’ and before that, ‘Diamonds are a girl’s best friend.’ When’s the last time you saw an American bride flash an emerald or sapphire engagement ring? Forget that diamonds are neither rare nor precious gems, like the green or blue stones mentioned above. The perception is that diamonds represent love and nothing else will do. That’s one powerful brand message.

Brands are Experiential

Branding experts know that a company’s brand goes far beyond logo art and impressive signage. Using the common analogies of clothing on a person or judging a book by its cover, think of the brand as what lies within (how we feel when wearing a certain outfit or read a particular story) instead of what lies without (the clothing that actually dresses a person or the look of the book). In other words, how a customer feels about the organization, based on the experiences (good, bad or indifferent) that stand behind the brand are driven by people who provide the spoken and unspoken relationship with the customer. It’s the experience, rather than what is said in advertising and other controlled messages, that matters. If that’s true, it stands to reason that the experience of buying, owning and wearing a diamond is as important as being told ‘Diamonds are forever’ (i.e., love will last). Never mind that the American divorce rate is at 50 percent; at the time of purchase the symbolism of a diamond is perceived that the relationship will last forever.

A company’s “brand” is really a perception. The customer perception, as well as the company’s perception of itself, forms the true brand and both are based on experience with the overall relationship. When the two perceptions are aligned, the brand is in sync and working, requiring regular nurturing, via continued good experiences, to maintain the brand. When the two perceptions are unknown to each other or misaligned, a challenge exists to establish, build or improve the relationship.

So, if the brand is the relationship between the buyer and seller, building the organization or product identity is the process of branding and it certainly does not happen overnight by creating a new logo design or erecting a new, state-of-the-art sign, but these tools help.

Signage that Supports Branding

Excellent signage can help an organization realize the value of its brand. Like developing the personality and character of a growing child, the brand needs direction and guidance to develop healthy relationships with the world around it. Outdated signage can say ‘We’re tired and worn out’ and leave the impression that the company is not progressive and perhaps doesn’t care about helping its customers or itself, or that the business is not financially strong.

Modern signage does more than convey a perception; it can provide increased visibility to find physical locations, such as banks, hospitals, churches and stores. Good signage can also heighten the customer experience by providing additional information on digital displays, including program times and schedules, special offers, new classes beginning, big sales, and congratulatory messages. Signage carries on the branding conversation and contributes to the brand experience from a customer perspective. It’s part of the relationship an organization has with its different publics. There are traditional publics, such as clients and employees, but there are also nontraditional publics, such as special interest groups, neighbors in the community, and prospects that don’t know anything about the organization but may become involved in the future.

How an organization dresses and maintains itself through good signage is a reflection of its brand. Remember, perception is reality. So when it comes to branding, think of the overall customer experience, and use the best logo and signage tools to accurately reflect the company’s desired image. It’s a sign that branding matters.