We need a logo

Are you sure? This is my first question. If so, why? If not, it doesn’t mean I asked the right question and I have started a dialogue with potential. I take into consideration only the second possibility because the discussion can lead to branding.

What is behind a logo? Or better said, is there something behind a logo? Basically, the logo of a company is the visual expression of a set of values and attributes, unique as far as possible. It is the sign or the symbol that identifies the company and creates recognition. Is it the expression of a business philosophy? Yes, it may be. Or better said, it should be. Who is it made for?

There are two main categories: consumers and employees. How unique can these values and attributes be in a market of , let’s say, construction companies? With the help of designers and consultants they could be, they are the one that can advise you regarding the path to be followed. More than that they are the ones who can indicate possible directions, illustrate brand concepts and explain the implications .

Attention, you might face a radical decision because a new identity, or re-branding, may coerce you as manager to rethink the whole company and business philosophy. Brands change perceptions, but not only in what the consumer is concerned but especially at the interior. The assimilation of the brand at the interior, the identifying of the employees with the company and its philosophy-vision, mission, personality, organizational culture-is benefic to sales.

A certain gentleman, I on not remember the name now, once said that the best salesman of a company is an informed employee. Another gentleman, a German, said that every time his company renounced at its guiding principles( vision, mission, values) the company and its client had to suffer. These are two examples with roots in commercial practice that prove the validity of the fundamental truth that brands start from the inside.

So, what is behind a logo ?A few words and phrases that describe the company, the brand, everything, with consequences from how the sales materials look like to the consistency of how the official papers look like and the doorman’s attitude.

The company’s logo, reflecting concepts with implications of such magnitude becomes the main element in the construction of each company’s identity that ones to be seen, correctly understood, famous and profitable. As I said before, the profit, being mainly generated by employees, the processes of information and the adoption of the new identity are crucial.

“ We need a logo”, the owner might say, or the general manager, or the marketing manager of a company. Without knowing, this request expressed in 5 words may induce a whole process of changes, for products and services, to mentality changes for employees, to sales channels, with direct effects on medium and long term on the well being of the company, the employees or share values.

The next question is” What, does a simple graphic sign have so many implications?”.” Of course” replies the consultant. “ Your Armani costume, the watch you wear and the car you drive reflects a great deal of your personality, with which you relate every second and you create e certain perception on you. So does the future logo of the valuable company you run.

Each company’s logo makes a statement on who you are, on the attitude you expect from the public. Starting from here, things get more complicated because a logo is not enough. The logo is the whole, but it has effects in company and sales materials, verbal identity, website, advertising, sponsorship politics, according with the specifics of the market and industry. Al these are the direct consequence of communication and brand strategy, positioning, that are the bases of the logo and visual identity. Behind these there is a simple question: how should my success look like?

Think well when you say you need a logo, you will open endless possibilities that must be analyzed and resolved strategically.