A Strong Brand Does More Than Just Resonate With Customers
Jan
24
Written by:
1/24/2011 1:19 PM
A few months ago Gap introduced their new logo. Their branding effort was met with tons of controversy, most of which was negative.” And most recently Starbucks revamped their logo to drop the words coffee and was met with a similar backlash when they introduced their new logo. The internet lit up with chatter on the heels of the campaigns. What does this all mean? People have the ability to get very invested in brands and voice their opinions whether good or bad.
With the rise of social media, blogs, review sites, there’s little room for businesses no matter what the size to ignore their audiences. One of the most important lessons we must understand in dealing with brand recognition and management is that there always must be a steady flow of two-way communication. What better way to find out what’s best for your business than hearing what your audience has to say? Like it or not, with today’s technology, everyone has a voice.
Now, I’m not saying just base all your decision making on what people have to say. You’re your own boss and no matter how big or small of a company, you’ve been behind the helm steering business it in the right direction since it started. However, one misunderstanding or miscommunication can be broadcast throughout a number of mediums instantly. Although it seems scary to think about, many customers and consumers almost want to be consulted or at least aware of what’s going on with a company.
Gathering data, consulting with experts or others whom we respect and making informed decisions is one of the most important factors in growing your brand. Believe in your decisions and ask questions and listen at the same time. Perhaps we can learn a thing or two from the mishaps of giants like Starbucks and Gap. It’s a testament to the fact that the logo and tagline are among a company’s most valuable assets. They’re the face of a company and can make or break a brand.