Branding and the logo.


 A brand is not a logo. A logo is a tool and a symbol, the brand is not a product.

The brand is not a promise.

A brand is not the sum of all impressions made on an audience.

A brand is a result. It’s the gut feeling a customer has about a service or a product.

Brands create a feeling, a reputation, a relationship, and an experience.

Winning Heads and Hearts

When you’re building a brand, what matters is what happens in people’s heads and hearts when they encounter your product, service, or logo.

Rolex is iconic. Coke is classic. Apple is exclusive lifestyle technology. Chanel is timeless elegance. Java is a gourmet and customized drink experience.

If you saw someone walking down a street in Nairobi carrying an Apple computer, wearing Chanel, and sipping on a Java coffee, what would you think about them?

Brands train brains to associate them with a feeling.

Brands don’t want you to think about the product. They want you to think about all of the value and emotional fulfillment interacting with the product will bring you, which is ten times more appealing.

Think about Coke.

Coke wants you to think about happiness, relaxation, love, and friends rather than the brown carbonated sugar soda itself. They’re selling an abstract emotional conception instead of the product.

De-emphasized or De-branded

Remember the “fun with coke” or “share a feeling” campaign?, The logo and brand name had been de-emphasized or de-branded. This is considered a disruptive idea that removes a logo from a product to create personalized experiences.

If you just saw the iconic bottle with red and white labeling, you’d automatically associate that with Coke, right?

When it comes to de-branding, one must be careful. It’s best not just to remove the logo but also eliminate anything that screams “corporate.” Coke, for example, wanted people to focus on the experience and stay in the background, accomplishing this with great success.

When you do a good job with your branding, creating associations that trigger subconscious emotional associations, people will soon forget about the product itself. Instead, they’ll focus on the experiences, lifestyle associations, and support they expect to receive.


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