When telecom service provider Airtel unveiled its new logo in 2010, I had written this post. A few days back, Wipro announced its new logo. I will not comment on the logo. But the key questions from my 2010 post remain.
The logo is not the brand. Most of us know that.
Still, we obsess with what I refer to as brand/logo cosmetology – the theory, design, color/placement protocols etc., of the logo and other brand expressions.
The question really is – who cares?
Customers are not going to look at the blue of your logo and think, “That’s a reliable company”.
Employees are not going to look at some imagery on your website and say “Wow! They are innovative. I will join them”.
Business partners will not see your award-winning logo design and say, “That’s a bold, innovative company. We’ll do business with them”.
If you have carefully chosen green or yellow to convey something, the customer is still going to see red in a moment of poor experience.
A shift in its recommended print position is not going to jeopardize brand loyalty.
Still, precious time, money and energy go into logo and brand cosmetology.
What If –
1. What if we re-deploy our energies to where the brand truly resides – in the experience of the customer?
2. What if we re-order the Brand Rule Book to simply focus on the non-negotiable principles of customer value?
3. What if the Brand manager says – “We don’t mind where you place the logo in the ad. But you better not mess with customer experience”?
4. What if we say no to spending millions of dollars on designing or redesigning the company logo?
5. What if we let each brand experience convey what the company truly stands for?
6. What if we do away with the text and theory of the logo and let proof points demonstrate our brand value? (Note to self: Remember, you have the what-and-why of your company logo too)
7. What if we talk less and do more?