Do you know the difference between a logo and a brand?
This is similar to knowing the difference between a strategy and a tactic.
While a tactic is an actionable resource, a tiny step in a direction, a strategy represents the whole journey an enterprise wishes to unfold. In this way, the logo is a tactic within a brand strategy. The logo -be it a logotype like Coca-Cola or an isotype like Nike’s swoosh symbol) offers an impression that prompts minds to bigger things. The brand is that big picture an enterprise wishes to create in the public’s mind.
For this image to be successful, it must be sharp and scalable in anyone’s imagination. Can you imagine what a Chanel hotel would be like? Seems highly picturable. What about an Oreo car? Easily done. But what happens when we try to envision a Marriott sneaker? How about Honda potato chips? Imagination starts to falter.
When considering creative enterprises, leaders want that picture to be as clear and scalable as possible, not only because it distinguishes an offering from the competition but also because it makes space for surprising future developments. A clear brand image promises a future full of possibilities.
The first session of the Digital Strategies substream, curated by Vanda Gadaimovic, discussed branding with Brand Strategist and Business Mentor Inna Schill (Jon von Matt Brand Identity). The guest speaker offered four Brand Strategy principles for arts leaders-
- Define who you are.
What is it that sets you apart from other brands in your category? - Define what you stand for.
Values are a big part of brand value creation. Values help combine brand functions with emotional cues representing a brand’s identity. - Know your audience.
Like a performing artist, a brand needs the recognition of its audience to complete its work and identity. Disney, for example, is synonymous with family entertainment. - Be consistent with your messaging.
It is essential to know where your brand can and cannot go. Can the Paris Opera tell its audience who to vote for? It probably shouldn’t.
What brands play a big part in your life?
Let us know.
