The Importance of Logos and Company Branding and How They Affect a Company Jennifer Kumiski Ms. Owens Technical Communications
What is a logo? distinctive appropriate practical graphic and simple in form and still convey an intended message
Tracing the Starbucks logo Terry Heckler designed logo in 1971. Resigned in: 1986 1987 and 1992
Starsbucks’ is currently changing the logo.
What is company branding? a name term sign symbol design or combination of them intended to identify the company
Why is branding important? It is one of the strongest competitive advantages in today’s market. Companies want to be known for what they are. “A brand is a kind of promise,” is how Allbusiness.com explains it.
What aspects go into Branding? Price Higher prices can signify higher quality, and lower prices may suggest decrease in value.
the availability, or limited distribution of a product or service, which can be discerning to customers.
higher the quality will mean more satisfied customers, that will come back to purchase more products.
Reputation The public opinion of brand character is built over time and difficult to change once established.
Proctor & gamble Is an example of a company that has to brand a massive amount of products for consumers. The disciple of brand management. Not as commonly known as other companies.
Starbucks The Starbucks experience. Ability to create personalized customer experiences. Secure customer loyalty. Keeping up with business growth and profits. Logos on every product.
Mistakes at company branding If a customer has to ask the question, ‘what exactly is it and why should I want it’, not a good sign. Clairol-Look of Buttermilk Clairol- Touch of Yogurt
Brand by association-Mistake Would Sony sell food? No. Harley Davidson perfume and aftershave. Harley Davidson is known for bikes.
Failing to Evolve Ovaltine use to be known as a sleep aid. Ensure evolved into a health drink. Ovaltine did not evolve into a health drink.
Promise one thing, Deliver another Dominos pizza- fast delivery, good and cheap pizza. Complaints of cardboard-like crust and sauce that tasted like ketchup. Unable to deliver what the customers wanted.
Conclusion Companies must appeal themselves to us. Logos are the face of the company. Some companies do not always get direct contact with customers. Starbucks is successful through logos and company branding. Proctor and Gamble is successful in how they manage all their brands. A brand is a company’s face in this world.