Beyond the Logo, Understanding Branding

July 21, 2007

Small business owners often remark that one of the hardest things to do when starting out is finding a memorable name. The second hardest, of course, is then trying to find a logo to match. This, they believe, is part of the all important branding process. Truth is, while a catchy name and striking logo forms the basis of a visual identity – it does not materially contribute to creating brand equity.

Let me explain.

Put simply, a brand is not flashy graphic or a play on words. Rather, it is a promise to potential customers. One that if consistently delivered upon, will become credible, widely spoken of, and an asset when marketing. It is reliance on this promise and not the recollection of a fancy typeface that will drive sales.

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