Brand Logo- Its All in the Symbol
~Nisha Ghanshani
As toddlers who couldn't read, we all did a very good job of recognizing our favorite brand of chocolate or cereal-thanks to the brand logo. Right from the day we are born, we see and thereby comprehend the world around us. This visual comprehension of information does not stop when one learns to read or write. In fact, adults too have been known to react more strongly to images than to the written word. Little wonder then that many new-age marketers are recognizing the importance of the brand logo. Branding of a product is in fact incomplete with the logo.
However, a logo is not just a sign or a creative representation of the brand name. It is a symbol of the attributes of the brand and a reflection of the brand personality. A brand logo is a lot like a signature of the brand-unique, distinctive and making a personal statement about the brand. The one element that remains universal in each of the brand communications is the logo. Branding can therefore use the brand logo as an effective tool for achieving its various objectives.
Let us now take a look at how a brand can benefit from its logo. Branding can profit from the logo because:
A Logo is Part of the Brand Imagery
There are a lot of elements that go into the creation of a brand, one of them being the brand logo. Branding involves the creation and popularization of the various forms of brand imagery such as the brand logo, brand mascot, brand ambassador etc.
A logo Transcends the Barriers of Language
In an era of global marketing and the standardization of brand communication across markets, the success of a logo depends upon its usability across these markets. This is not to say that logos using the alphabet of a particular language will not be successful. However, using generic symbols like the Nike "swoosh," leads to instant comprehension and therefore increases identification across markets.
A Logo Symbolizes Trust and Quality
Brand campaigns come and go, while the brand symbols like the brand logo, often remain constant. This constancy creates an affinity for the brand among the consumers. Consumers begin to associate brand values such a trust and quality with the symbols.
Encourages Brand Recall
A consumer is reminded of the brand each time he/she comes across the brand logo. Branding, the objective of which is to create brand recall, benefits immensely from this occurrence.
Distinguishes Spurious Brands
The presence of counterfeit brands especially in the developing economies augments the need for a unique and inimitable brand logo. Branding of authentic products must be such that consumers are able to distinguish between them and the spurious ones.
Thus, a logo, though often undermined, is one of the first things that a consumer or a prospect will notice about your brand. It therefore makes sense to go that extra mile in creating a powerful one. After all, don't we all want to have great first impressions?
[The picture used in this article has been taken from the photo library of stock.xchng.]
Other Articles by Nisha Ghanshani
Building Brand Equity | Branding Strategies | Brand Campaign | Branding Services | Brand Strategy | Branding and Marketing | Branding Agency | Building Strong Brands | Co-Branding | Identity Branding | Logo Branding | What Is Brand Equity? | Brand Equity | Brand Image | Brands