Michael Dula, Chief Creative Officer at RiechesBaird talks to what it means for a brand logo to map to a company's business strategy.
What does it mean to say that a logo ‘maps to a business strategy’ and ‘becomes a symbol (literally) of that strategy’?
It means that it becomes an informative (‘fitting’) visual (and/or verbal) metaphor for how a company competes, what they compete in and how they deliver value.
When we think about business strategy mapping, we think about the discipline of mapping business opportunities from potential to profitability and every point in between. As WikiPedia says, “This method is different from other methods in that it visually shows how marketing strategy, finance and operational strategies relate to each other and need to fit together in order to optimize the results of all strategies.”
The same fundamental idea can be applied when designing a logo identity. Logos that map to solid brand strategy, optimize the brands’ compelling truths. The impressions, ideas and stories told through the logo identity add depth to, and strengthen the brand positioning, thus adding significant intrinsic value to the brand as a whole. The brand gains a richness that enhances its definition and purpose.
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It’s amazing who we forget and how quickly. I don’t remember any of the people on the bus last week. Who did I ride home with last Thursday? My mind goes blank. It’s nothing personal – it’s simply that I have no reason to remember them. Or they me.
Exactly the same for most transactions that take place between people and brands. People get what they’re looking for, and then they go.
If you ask the people responsible for running brands what customers they want, they’ll often say “as many as possible” or “people who spend a lot” or this age group or that ethnic group – but that’s not what they really want at all. Because, when probed, they have no idea who they want as customers. They’ll take anyone whose buying. They just want the money.
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