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Branding: Its About Your Promise, Not Your Logo

16 Aug, 2021 | Logo & Branding العلامة التجارية
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Introduction

We live in a very noisy world that’s full of distractions and ever-shrinking attention spans. The # 1 challenge for all companies – big, small, or anything in between – is how do you create a brand around what you do that cuts through the noise? How do you create a brand that is worth mentioning among friends or during the course of a family dinner? And the truth is that very very few companies have been able to achieve that.

In this blog we are going to attempt to figure out the secret to winning the branding game; and how – YOU – regardless of your industry, market, or company size, can become better at being noticed.

The greatest brands on the planet such as Coke, Disney, Apple, Nike, and Tesla do not talk about being better than the competition in a very narrow sense of the word. Nike did not build its brand by talking about how much more comfortable their shoes are compared to Puma. Apple didn’t do it by “one-upping” on bits and megabits when compared to IBM. A great brand, it seems, mostly does not talk about the product they are trying to sell. Interestingly, great brands figure out what they are all about. It’s a laser-focused promise that is a common thread that runs through everything they do. Nike is about honoring great athletes and athletics, Tesla is about creating a greener planet, and Apple with its “Think Different” ethos is about breaking the shackles of an Orwellian world (at least that’s the message that resonated the most during the Macintosh launch). 

Figure out who you are and what you stand for. A lot of companies might think they have this figured out but one of the best litmus tests for that is to ask yourself these questions and then notice if you have a clear, concise, laser-focused answer that really cuts to the heart of everything you are about. If you do not have that for your company, you need to go back to the drawing board and really figure this out before you think of logo design ideas and advertising budgets. This is key.

A lot of people would argue that the markets have changed or the customer has changed or that newer technologies have changed the industry landscape. However, the idea behind really figuring out your core promise and values is that it’s not affected by market changes or changes in the industry. Nike always did and still does stand for “great athletes and athletics” – though their products have changed tremendously, however that core value still holds true.

The marketing piece of the puzzle is born from first figuring out the core value and promise. It’s the physical representation (so to speak) of those values. 

This quote by Seth Godin hits the nail on its head. You can read the full post here

A brand used to be something else. It used to be a logo or a design or a wrapper. Today, that’s a shadow of the brand, something that might mark the brand’s existence. But just as it takes more than a hat to be a cowboy, it takes more than a designer prattling on about texture to make a brand. If you’ve never heard of it, if you wouldn’t choose it, if you don’t recommend it, then there is no brand, at least not for you.

Here is a Mercedes Ad that we personally love – notice how it’s not about the mileage and horsepower.

To drive our point home, here are some more inspirational ads which encapsulate their brand’s DNA and core values. We are not writing any explanations to these ads as they speak for what they stand for without any help (which is the whole idea behind a great brand in the first place)

Harley Davidson

Branding: Its About Your Promise, Not Your Logo

Coca-Cola

Branding: Its About Your Promise, Not Your Logo

Tesla

Branding: Its About Your Promise, Not Your Logo

Nike

Branding: Its About Your Promise, Not Your Logo

Looking for a branding company in Dubai that just “gets it”? Reach out to PrezLab and tell us what your brand stands for.

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