Give your brand the “no-logo” test
We missed this great Fast Company article when it was first published earlier this year, but it’s worth a read. Martin Lindstrom asks: Do your communications still convey your brand - even if the logo is removed?
His thesis is that a true brand will still create recognition without the primary identity device, and the examples he cites (Coke, Apple and Guinness) certainly prove the point.
But don’t despair that your marketing budget will never create the recognition of such mega-brands. Yes, part of these companies’ branding success is a self-fulfilling function of their market share: But the primary reason their brands are strong is because they have always followed a brand-led marketing strategy. Every aspect of their customer experience is oriented in their brand values, and they invest wisely in design (across every medium) to deliver this consistently.
Can you say the same about your brand?