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Posts Tagged ‘Kameron Hurley’

The importance of one brand image and identity is important not only for your company in distinguishing yourself from your competition but also to hold onto your consumers – to not confuse them and to be perceived as a strong, united entity. Consistency in your brand builds trust, whether we are talking about traditional media or new.

Take for example Coca-Cola… they have had the same logo since 1885, that’s 125 years. Everyone knows Coca-Cola and can recognize their logo by the script font, the color, its use, etc. Kameron Hurley discussed a logo survey where segments of the Coca-Cola logo were taken and only the color was changed and most people could not identify it. When they pulled a segment from the actual logo, it was easily identifiable. This shows that the simplest f modifications to your brand can affect the way your audience perceives you.

Pepsi, Coke’s main competition, has changed or modified their logo about 11 times in 125 years while Coke has maintained brand consistency. This may account for the way that Coke has taken over the market and Pepsi has continually struggled to keep up. You don’t want to dilute your brand or confuse your consumers by not maintaining a steady brand identity.  Consumers build a relationship with your brand and your image is a huge part of that relationship.

Your brand image or identity stretches far beyond just traditional media or your logo; today, websites are a vital part of brand image. When people want to search for information about your company, more often than not they will type in “yourorganization.com” or do a Google search that will ultimately bring you back to your site as well. You want to reflect the same message, the same image, and your logo in the website as you would in TV advertisements, magazines, customer service or your product in general.

Also, as I’ve discussed in my previous post, Social Media Strategies, you also want to coordinate your internal teams such as IT, marketing, and corporate communication teams in order to better assist in your company’s strategies to reach your overarching goal. As with everything else, your audience will only see you as one entity and will get confused by different messages coming from different silos within your organization.   

H&R Block is a great example of how an organization should coordinate their brand silos around one specific goal, therefore one message, on entity, on brand identity. Their viral marketing campaign is targeted at people who do taxes themselves- they want to help that specific audience. They utilize an integrated social media approach, working with the entire company, to produce digital tax solutions in order to establish their singular brand image. In the video below Amy Worley from H&R Block discusses their leap into their social media strategy and the importance of one brand image.

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