Logos and branding might be considered synonymous with one another in the world of business. But does your logo really have to be comprehensive in creating a visual everybody associates with your brand? The meaning of branding is starting to branch out into creating other unique business aspects that people strongly associate with a company.
What other things can you create in your business that help enhance the branding process? And can all of those things be combined with your logo to create a full picture of what your brand is?
Creating a Service or Product that’s Distinctive
It’s not usually recommended you focus on intangibles like customer service as part of your branding process. Nevertheless, if you can think of a service in your business that nobody else has ever done, it’s worth promoting it so it sticks in the consumer mind. Many times, the association of a brand will mean something abstract that a consumer finds appealing. It can be a feeling, a taste, or a scent. These elements can also be applied to your product.
Whatever that particular product or other thing is, it should make people feel good. It especially works well with food and the distinctive flavor of something unique. The remembrance of a taste behind a brand sticks with people more than anything. Plus, any particularly special service that benefited a consumer will also leave a giant imprint.
While all those aspects may stay with people, how do you lead them back to it so they continually buy your products?
Using Association with Your Logo
The mind usually paints a full picture of something by combining various things into a whole. When you think of a favorite product, you probably have quick thoughts of not only how it tastes, but also the commercials you see, how much it costs, where you buy it and how the product made you feel while using it in any particular context. Your logo can be an associative tool that signifies every one of those feelings just by glancing at the logo design.
That’s why it’s a good idea to always place your logo in as many places as you can while marketing so the shape of the logo becomes permanently imprinted in the human mind. There may be a point where the logo becomes so familiar that it turns abstract and represents more than just an assemblage of graphics. You want your logo to illicit all the above feelings the very second someone sees it.
Connecting a Compelling Story to Enhance Your Brand
One of the most overlooked aspects to branding is in telling a compelling story behind your company that sticks with people. The more personal it is, the better because it makes a company more human and relatable. A story of a former prison inmate or a single mother on welfare starting a company that becomes successful is an outstanding part of branding that can also be strongly associated with the logo.
This kind of personalization is growing in the business world and could give the corporate and small business logos of the future a different psychological feel in the branding process.