Back when I was doing my honours year at University, I came across a story from a previous honours student who was also majoring in corporate identity. She was writing her thesis on how a rebrand would affect the employees of a company, with the hypothesis that the new look would help breathe new life and energy into the employees while creating better unity that would in turn increase job satisfaction and productivity. But as it turned out, things hadn’t gone that way.
A logo can be almost anything, designed by anyone, and used in any way a business owner or marketing manager sees fit. So what goes into creating a professional logo design that doesn’t happen when a logo is designed by a five-dollar logo website or the office manager’s sister-in-law who has a ripped copy of CorelDRAW?
Branding and communications can, and will, alter the whole way the business runs and is perceived both internally and externally. This is why I talk about empowering businesses and organisations to establish and communicate their story.
So what is branding then? Branding starts with the story of your organisation. What is your mission, why is your business doing what it’s doing? It sounds simple, yet so many companies get caught up in their own products and services, processes and trying to make large profits, that the core idea of the business often gets lost in the noise.
Imagine one of your salesmen or employees was out in public actively bagging or talking down your company. What if they were making up lies about how your business operates and were spreading the misinformation to all your current and potential customers? Unfortunately a lot of company logos are out there in the big bad world doing just this.
These days on the Internet competition for eyeballs is fierce, screens are all different sizes, orientations and resolutions, and Google has become a highly intelligent and aggressive gatekeeper to the Internet with a major focus on highly relevant, quality content. So what does this all mean for your website today?
Not that long ago the term ‘mobile site’ came into existence, which basically meant a company would run two websites side-by-side; one full size website and one mini website that was optimised with smaller pictures and bigger menu buttons that people could easily navigate on their mobile phone. This has worked pretty well up until recently when two things have happened.
Google Search is a highly complicated, sophisticated and ever-changing beast that can often mean the difference between a business' online failure or success. The days of keyword stuffing and listing your website on hundreds of 'directory' sites are well and truly over—to the point where undertaking some of the old SEO tricks will in fact lead Google to penalise your website and actually decrease its page rank!
Advertising is everywhere. It forces our poor HD TVs to yell at us in our own living rooms. Our cars become mobile brainwashing booths as the radio flogs everything from iced coffee to nasal spray technology. It's slapped all over buildings, bus stops, buses, shopping centre walkways and highways. Try reading an in-flight magazine, newspaper or your favourite webpage without being smashed in the face with messages telling you how inadequate your life is because you don't use a particular fragrance or wear a four-and-a-half thousand dollar watch. But recently I've been surprised at the level of product placement by Apple in both film and television shows, and the other night they seemed to go one step further ...