What is a logo?
Logo or Logotype n.m. graphic representation of a trademark, the acronym of an organization.
Abbreviation n.m. bottom lat. acronym abbreviation group of initial letters constituting the abbreviation of frequently used words (e.g. HLM)
Acronym n.m. Acronym pronounced as an ordinary word
(e.g. UFO, Fiat, Gafa...)
Emblem n.m. (of the lat. emblema, overadded ornament) 1. Being or object intended to symbolize an abstract notion or to represent a community, a profession, a person, etc.: The dove is the emblem of peace. 2. Herald. Symbolic figure usually accompanied by a motto.
In addition, it is worth recalling the fundamentals of the logo function:
It is a signal that will allow the viewer to quickly identify the source of the message he receives.
In summary, we can say that the LOGO is nothing more and nothing less than the eyecatcher that signals the company and evokes its values.
Why buying a logo on the internet is useless?
Because it is not the expression of your company but a design that everyone can appropriate, it is enough for the potential buyer to have a different IP address to have the opportunity to buy it. And since studies have shown that individuals with similar sensitivities and professions are attracted and seduced by the same images, the probability of ending up with several identical visuals in the same sector of activity is very far from zero. So the risks of trial are not zero either.
What is branding?
For an entrepreneur, branding is the embodiment of the company.
Materialized by all the elements that will embody it: the visual declined in several elements such as the logo, its paper uses such as business cards, letterheads, the sign. It is also reflected in the coherence of communication (visual or other) but also in the values that are the cement of it.
Who can take advantage of it?
Any project, whether commercial or social, when it must be recognized in its environment, needs a strong identity to be able to really exist.
Often, there is a tendency to minimize the importance of the image for NGOs, or other companies in the non-market sector, but it is essential because it also brings pride for those who work there or trust it to those who observe it and challenge those who see it.
In fact, acquiring a strong image is an investment, its recognition in the environment is its R.O.I.
How long should we allow?
In fact, if it is a question of developing the embodiment of a new company, sufficient time must be allowed for the designer to integrate all its components, values and the environment in which it will evolve. Once these elements are "digested" begins the design work that will lead to the realization of the elements forming the interface between the company and its audience. It can be said that it takes some time, not to mention that there are controls throughout the process to avoid that in the end everything must be started again because the name exists or because the image resembles that of another.
What information do you need before you can start?
What is essential in developing a corporate image is that at the end of the process, it is "fair", that it is the emblematic expression of the company and that all stakeholders integrate it as such.
Therefore, to begin the process, there is a real collection of information.
This information will allow us to draw up the skeleton of identity.
The more data we have, the more accurate the future identity will be because it will be nourished by objective data and will therefore be based on a good foundation.
What is branding in relation to marketing and advertising?
Branding is the embodiment of the company, which makes the public see the company, recognize it and learn to love it. She has the marketing tool to seduce the public and make herself loved. And she uses advertising to increase her visibility and audience.
What are the levers of branding?
Identity system: values & behaviors + artifacts + organizational culture
Organizational Culture: Behavioral Values & Standards + Artifacts + Implicit Cultural Presuppositions
Coherence: logical and harmonious sequence of a discourse, a thought
Cohesion: ownership of an assembly (of a group) of which all the parties are in solidarity. Etc.
How to measure branding performance?
i.e. what are the KPIs?
the performance of the branding to be measured is relatively simple to state but will require studies, surveys and tests to quantify them.
The recognition rate of the company in its environment. How many people in the presence of one of the elements of branding recognize and cite the company?
The rate of brand loyalty. How many people return to the brand first for a new purchase?
Brand awareness. How many people cite the brand first when asked about a type of product or service.
The prescription rate or even the coefficient of sympathy of the brand. How many people preferentially prescribe the trademark to third parties for a given product or service.
Internally, the behavior of human resources according to the company's values. How is the company perceived internally and do staff have the same perception of the company as its managers?
What impact does COVID have on the branding strategy?
It is obvious that covid disrupts the entire market, even if there will be a post-COVID period, since a branding strategy is based on the long term, the impact it can have on it should be relatively small. The company's values will not disappear with the passage of the epidemic, it would even be an opportunity to reaffirm them.
What is the life cycle of branding?
The life cycle of branding is in fact the same as that of the company since it is its embodiment. Once the company is born, it already carries its identity (see diagram above), it will evolve over time, as will its human resources. She will "grow", she will "learn", she will create and innovate, sometimes there will also be cuckoos that will mark the life of the company.
Branding will also follow its evolution: birth, youth, adolescence, maturity, decline, disappearance.