When retained to assist clients to develop a new or re-vitalize their brand I start with a presentation entitled, ‘What’s Behind Your Logo?’ This simple phrase signifies the essence of every business. This is a preview of the class and offer the entire seminar as a gift when you join 4M Performance.
Several key elements are key to ‘What’s Behind Your Logo?
- The insight of Peter Drucker ,“the business has two-and only two-basic functions: marketing and innovation, all the other functions are costs”.
- The vision of Denise Lee Yohn, and the concept of the Brand Wheel and that the business and its brand are one in the same.
- That all brands need to be built from the inside out. You cannot let the marketplace or competition define your brand (business).
- Businesses must strive to build brand equity or the ability to charge a premium for the same product/service as your competition because you have built an iconic brand.
The brand is the DNA of any business. It must be instilled into every employee. All employees must be ‘on-brand’ all of the time. Moreover, every marketing and sales effort must be brand specific. Products/services must be brand-centric. Furthermore, the vision/mission of the business must be built around the brand.
A logo is simply a metaphor, a symbol — it has no meaning. It’s what’s behind the logo that matters: the business and its value to its customers and employees.