In light of all the preparations that have taken place each week at the Pepco 50th Celebration committee meetings I have thought more and more about branding. The CEO of our firm speaks regularly about how we brand ourselves as a company and how we brand ourselves as individuals. When we put effort into our brand then we are indicating to our audience that we stand for something, we make a statement. My little sister always used to tell me it was about a look good feel good policy. She later explained to me that it meant being dedicated to your image and your beliefs so that people respected you and or took your seriously. Little sisters aside, I found a great blog posting from Seth Godin that sums all of this up. Enjoy!
Logo vs. Brand
Spend 10,000 times as much time and money on your brand as you spend on your logo.
Your logo is a referent, a symbol, a reminder of your brand.
But your brand is a story, a set of emotions and expectations and a stand-in for how we think and feel about what you do.
Nike spent $250 to buy a swoosh. Probably a little more than they needed to. But the Nike brand, the sum total of what we think and believe and feel about what this company makes--it's now worth billions.
The swoosh is just pixels.
