Logos are nothing. Brand is everything.
What would FedEx be without its fast delivery, Amazon with poor service or KFC without a great chicken recipe? Right. Nothing.
Most probably we’d had never seen their faces, know who they are or what they stand for. My chest tattoo says that ‘A man who stands for nothing will fall for anything’, but now, more than ever, it is a brand’s case.
The logo is merely a reminder for your customer's experience.
It is a visual representation of a brand’s core attributes which is recognised by its current and potential users. Yes, you can design a beautiful logo, one that stands out from its competitors’ and resonates with your company’s mission or vision. It actually is a must, because we, as unfortunate as it may seem, judge a book by its cover. But what you can’t do is trick people into buying your service only for that mark on your business card. Even if you get lucky that one time, you don’t want to go down that rollercoaster nightmare.
Having a great product is not enough.
You want a loyal customer? You need his trust. You want his trust? Then be honest and deliver on your brand’s promise, day in and day out. It’s simple but not easy. Still, what you’ll get in return is invaluable. A new brand advocate.
“Brand is not what you say it is. Brand is what they say it is.” – Marty Neumeier