Local Expert Blog: Show Your Worth

Saturday July 6th, 2019

Posted at 11:00am

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A common misconception that many businesses make is thinking that a brand is a logo.

You think, “I just need a cool logo and maybe a motto or tagline, and then I’m ready to go!”

However, your logo is only a small component of your company’s identity.

In fact, by depending on your logo to do all the heavy lifting, you are robbing your brand of its authenticity, relevancy, and unique place in the market. In other words, you exclude your brand story.

What is a brand story?

A brand story is the strategic foundation for building and delivering a memorable brand experience that includes actions, messaging, and design. Ultimately, the ideal is that your story is an accurate portrayal of your values and history, as well as relevant to your consumers. (There! You see, it is more than just a cool logo!) Your brand story, then, should be permeating through every aspect of your brand.

That being said, mind the gap.

When there is a disconnect between one piece of a brand’s experience and another, it is the equivalent to commercials interrupting a good movie. Your goal should always be to achieve a cohesive look and feel that goes beyond just your logo. It should include things like your uniforms, signage, brochures, social media, the way you answer the phone, and so on.

Sponsored story by SKO Communications. To learn more follow them on Instagram, Facebook, or visit their website. Kick it old school by giving them a call at 519-992-6564.

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