There are continuous posts on creating the perfect logo / brand yet i wonder if there is such a thing. A brand / logo by itself is merely a perception; good, bad or indifferent to many different people. So if you think about all the ways your employees and consumers form perceptions, then those are the ways (touchpoints, actions, behaviors) to channel thru to achieve the relevant perceptions of a particular brand’s desires. As shown in the brackets we all theoretically can be grouped into three brackets, emotional, considered and loyal, and the job is not to alienate or perhaps to hit one as impactfully as one can.
So therefore is it not more prudent to state hitting your consumer base with the right impression. After all a perfect logo might be one of execution but does it really hit the mark or just another trend waiting to hit the trash can after a years rebrand comes up.
When brands take the time to flush out their core attributes they are much better equipped to push the brand perception synergistically with all employees and consumers promoting said brand. Then and only then can the consumers/ employees experience/project it authentically. Inspiring brands understand their promise and base and practice it daily, it does this in my opinion by unique positioning in the minds of people and consistently delivers on that promise. A good brand creates new categories rather than competing in existing ones. A good brand uses simple language to communicate to the intended audience and rewards consumers for their support. After all its an intangible pyschological concept which is unique in each and everyone of our minds which we relate to with a single thread which unites us all behind the logo/brand.
