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Your brand is not your logo

By: Patrick Hildreth at pdh Creative

Submitted on Fri, Jul 24th, 2009 5:02 am

Branding. It's becoming such a played out, over used and misunderstood term these days that it's practically meaningless. Your brand is not your logo, it's your company's Soul...the underlying archetype that makes you you. It's the way you talk, your office decor, the music you listen to and the shoes you wear. All these things add to the customer experience.

Think of your brand as the bubble that contains all the elements and aspects of your business. Beyond the obvious business cards and website- the connections that your customers make with you are often very subtle, but can make a lasting impact.

Imagine the experience from the customers perspective...what's working, what's not...how could it be better? When you say hello, are you authentic? When they walk into your place of business.. what does it smell like? When they get an invoice, does how do they feel? These touch points are all opportunities to Show Your Soul.

It pays to take the time and really examine all these opportunities and see where the inconsistencies are. By aligning everything with your brand, you can create an emotional connection to your customers that can turn a transaction into an experience, and a customer into a fan.

About the Author

Patrick Hildreth
pdh Creative
Tribe 2 is boutique graphic design studio based in the Portland metro area. We have been working in web design, print and logo design for over 5 years with small and medium sized businesses.

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