subject: Role Of Corporate Logo In Brand Building [print this page] Your corporate logo is a visual representation of the ideals that your company takes on as part of their corporate responsibility. Your logo is an identifying element that distinguishes your company, products, or services from others. It represents your expertise within your field of business and embodies all the positive traits that you want your business or your products and services to represent.
A company or brand logo is an image or a visual representation that your audience or customers are most likely to remember. It is that identifying element that your customers will use to associate themselves with your product or service. This is one of the reasons why your corporate logo image serves an important role in your brand building activities.
Brand building activities are often geared towards increasing awareness. These activities are not sales driven, but rather aim to build the image of a company or a set or products and services by means of building and gathering brand attributes that an audience, potential customers, and customers may associate themselves with. These attributes can be easily signified by means of a logo which will distinctly set them apart from others. This is the special feel that a brand represented by logo does to a customer. People who like the same brands for example, seem to associate themselves to have the same tastes, likes, and styles. It creates a sense of belonging to a group.
Brand building activities may also be aimed towards acquiring new customers. Through the use of brand image, a company logo can represent various positive attributes that potential customers may be interested in or would like to be associated with. For instance, family driven campaigns geared towards a certain brand will attract more family oriented customers, whereas brands that are positioned as trendy or sporty will attract a younger set of audience and customer base.
Here are some important roles of a corporate logo in a brand building activity:
1. Corporate logos depict strength and stability which in effect are reflected in brand building efforts to strengthen community ties and customer relations.
2. Corporate logos are often presented in a professional manner. Corporate logos are to a certain extent designed towards a conventional professional direction which when used in brand building activities can result in an image of excellence and professionalism.
3. A Corporate logo represents the companys people instead of products and services.
4. Corporate logos embody a companys mission and vision which is often the driving forces of a brand building activity.
A brand building activity often undergoes several phases that cover multiple aspects of an audience, its customers, and potential customers. Since brand building activities are designed to use non-quantitative methods, a better way to measure or gauge success of a brand building activity is if your target audience associates themselves with the images, styles, and tastes as portrayed or represented in your brand through your company logo and the corresponding logo and brand attributes that were presented.
