Does your logo represent your brand well?

There is a wide variety of companies out there which cater to an even wider consumer base in the world; there is literally a market for every single age group. So narrowing down your target market in order for your brand to communicate effectively is essential. And this is where the Graphic Designer comes in, my goal is to consider a company’s values, target market and what it is trying to communicate and try to encapsulate all that in a symbol. This symbol is commonly referred to in the business world as a logo and takes time to culminate, and when done properly it will resonate with the client’s consumers.

A logo is a graphic mark or emblem used most commonly by businesses, organisations and even individuals to gain public recognition. Their origin can even be traced back to religious symbols, such as the Christian cross, which were used to express the moral values of a society and its teachings. They are also most effective when they appeal to intellect and emotions. Symbols are also known to suggest an image, idea, belief or action. Joseph Campbell suggests that “A symbol is an energy evoking and directing agent”. So in essence when a logo is created it has to be created with the intention of taking on a life of its own. Why you may ask? Well simply because it’s going to exist in the real world and its going to require that you extend it into your corporate identity.

Some of the most successful companies and organisations in the world are in their position because of a solid logo which extends into their corporate identity and products/services e.g. Coca Cola, Samsung, Google, LG, Lego, BMW, Walmart, Pepsi etc. The colours, line weight, and shapes each one of them used is specific to their markets and the extensions they have. The simplest of brands can require the longest time to perfect. I think that quite a lot can be learnt from well branded companies.

Reference:

http://en.wikipedia.org/wiki/Logo

http://en.wikipedia.org/wiki/Symbol

http://en.wikipedia.org/wiki/Corporate_identity

http://www.famouslogos.net/images/famous-logos.jpg

Proudly South African Campaign

 Figure 1: Proudly South African logo/icon.

 Figure 2 & 3: Proudly South African product advertising.

Proudly South African is a multi-million rand initiative by government. It was first conceived in 1998 at the Presidential Job Summit under the leadership of former South African president Nelson Mandela. After much refinement the campaign was officially launched in 2001 with assistance from government, Organised Business, Organised Labour and Organised Community. 

To ensure public awareness and increase visibility Proudly South African launched a thirty million rand campaign, and it secured thirty two million rand in sponsorship from Eskom, Old Mutual, Telkom, and SAA for its first three years in business. Bearing the Proudly South African logo offered companies a chance to stake their claim as being a product of South Africa. Not just any South African company could qualify though, there is a bar test of high standard that each and every one of them has to pass first. They first have to show that at least 50% of the production value of their products (including labour and marketing costs) has been incurred in S.A. They must also practice fair labour and adhere to environmental standards. This method of weeding out companies ensured that consumers not only got the best value for money, but also that the products and services are of international standard. Companies that did pass to bear the mark gained recognition and favourability among consumers over foreign brands competing with them. Proudly South African promoted loyalty to brands bearing the icon by emphasizing the benefits of buying products and services from these brands. One of them was that by buying a Proudly South African product or service the consumer was helping to create jobs and therefore alleviate hunger in poor communities. This lead the consumer to feel good about supporting these brands which meant they were continually purchased, quite clever actually.

The Proudly South African initiative was and still is a brilliant concept to me. It meant that government could boost the economy while inspiring patriotism among its citizens. The campaign’s drive has been slow recently as I have not come across any advertising or promotional material, which is kind of odd since it was in every South African citizen’s face via media outlets. Its little disappearing act is quite sad really, especially when you think of its success and potential to grow. I vividly remember during its heightened moments how I would check that every item I picked from the grocery aisle was Proudly South African or not. So what do you make of the Proudly South African campaign, was it or is it still a success on your eyes?

Reference:

http://proudly.co.za/proudlysa-co-za/6/

http://en.wikipedia.org/wiki/Proudly_South_African

http://www.pbmr.co.za/index2.asp?Content=180

http://www.proudlysa.co.za/consumer-site
http://www.info.gov.za/events/2001/proudlysa.htm
http://www.proudlysa.co.za/about-our-logo

Propaganda Branding

Brands have the ability to influence a person’s perception about themselves and the people around them. They do this by using repeated imagery/symbolism to make a point, one which the consumer is meant to accept on a conscious or subconscious level. Some brands, especially nation brands, create a following by exaggerating facts to the point where the receiver accepts them as the whole truth. In this case, more often than not, we refer to their tactics as propaganda branding.

Propaganda is set communication aimed at influencing the attitude of a community towards some cause or position by presenting one side of an argument favourable to the sender. It utilises various forms of media repeatedly to get its message across. Propaganda presents information to influence an audience. It is also used to further a religious, political or commercial agenda. For it to work there has to be a careful selection of facts, usually blown out of proportion to further an agenda. Propaganda works exceedingly well with visually engaging imagery and to prove this I have provided an example of one nation branding campaign which used propaganda to sway people into believing a certain ideology.


Figure 1 & 2: German Nazi propaganda posters

Hitler was a master of manipulation with his Nazi campaign. He was able to convince an educated German population that annihilating other cultures in and around Germany, which didn't fit his perfect blue eyes blonde hair mould, was the only way to go in building a bigger stronger Germany. How was he able to do this you may ask? By presenting the population with carefully tailored facts which furthered his cause in the form of books, pamphlets, posters, banners etc. He had the symbol (swastika), he had the phrase “final solution” and he had acquired different mediums in which to further his cause on a national scale.

You may be asking yourself, “Don't brands of today use the same vices to get their message across?” The answer is yes and no. Yes brands have a symbol, message and various media forms which they use to market themselves, but they don’t use guilt in their branding to elicit feelings compelling you to accept their argument, and that is where propaganda steps in. as you can see there is a silver lining between the two when defining them individually. So what do you think of propaganda branding, should nations utilize it in their branding strategies?

Reference: 
http://brandingmumbojumbo.com/is-propaganda-branding/
http://en.wikipedia.org/wiki/Propaganda
http://www.bytwerk.com/gpa/posters/dove.jpg

Emotional Branding

I work at a retail shop on weekends, so I am exposed to the selling and marketing of brands on a regular basis, you might even say I am a part of the brand marketing machine. I work in the sports section of the shop where I witness and assist an abundance of customers come in looking for a specific shoe from a specific brand. When they don’t find what they are looking for it is either they walks away with their spirits down or, every salesperson’s nightmare, throw a ridiculous tantrum and demand that you find what they are looking for. And when their mind is set, requesting that they chose something similar from another brand only further induces their tantrum.

Why does this happen you may ask, well it is because these people and  many other have fallen prey to a skilful little vice that brands use, it is referred to as ‘emotional  branding’.  This is when a brand appeals to a consumer’s emotional state, needs and desires. It is a term used mostly within Marketing Communication. Emotional branding triggers an emotional response in the consumer, a desire and longing for the product which they cannot fully understand or explain.  The consumer even goes as far as developing an attachment, bond and feeling of love towards the brand.

The origin of branding lies within the symbols that brands use. These symbols are created by graphic designers to hold a particular meaning and thus connect with the consumer’s emotions and beliefs about themselves. The idea of associating a brand to a lifestyle was first used by Thomas J. Barrett [1]in the 1900’s when he used advertising to associate high culture and quality to brand Pears Soap[2]. The successful marketing of this product using emotional manipulation saw other brands take note and follow suit.

Emotional branding is meant to create an undeniable bond between the product and the consumer. It embeds a subconscious need for the consumer to acquire the product in order to feel content, this why brands now strive to have a personal relationship with their consumers. This is where brand personality comes into play, when a brand has a personality it assumes human traits in order to achieve differentiation.

So in terms of those customers I encounter on a weekly basis asking them to consider another brand over their preferred one is like asking them to drop a long time companion. I myself am guilty of falling prey to emotional branding and developing a strong preference for certain brands because of the image which they portray.

Reference:

http://www.managementstudyguide.com/brand-personality.htm

http://en.wikipedia.org/wiki/Emotional_branding

http://en.wikipedia.org/wiki/Thomas_J._Barratt

http://en.wikipedia.org/wiki/Pears_Soap

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[1] He was a pioneer of brand marketing and was the chairman of soap manufacturer A&F Pears.

[2] Pears Soap is a brand of soap first produced and sold in 1789 by Andrew Pierce.