Brand new

Spending money on new logos is often cause for controversy.Just think back to the furore when the logo for the 2012 Olympics was launched last year. Businesses are often accused of wasting money. And designers are lambasted for producing either high brow solutions or too simplistic solutions that pander to their own artistic whims, rather then the needs of business. But a logo is an essential part of a company’s branding — and it is branding that sells.

Building a brand

However, branding is much more than a visual logo. A brand is a relationship that secures future earnings by securing customer loyalty; it’s about personality, building relationships and is vital for all businesses and associations, large and small.

Some companies make the mistake of believing that if they present a certain visual image then this is enough. But this is far from true. If the people behind the brand are not committed to the company’s brand values, and the service or the product does not live up to what is promised, then communication of the brand values fails.The logo is worthless.

Driving business forwards

The KBSA has, therefore, not just updated the logo in isolation. We have invested in bringing on board an experienced consultant to develop a business strategy for the future.We have asked our members what they want, provided new benefits and launched a new consumer facing website. All of these improvements will support the quality of the offering to our customers, the members and drive the business forward.

KBSA members consist of many types of businesses from large multinational corporations to much smaller, family businesses. All of these need to approach the branding of their business in the same way. The logic of identifying customers, what they want, how to provide it and differentiate themselves from the competition is exactly the same — although the target market is different.

Re-establish your brand

Once a brand is established it needs to be communicated and constantly updated and re-evaluated. This can be seen in many high profile companies, the BP logo, the Mini and the M&S brand are all good examples.

For independent retailers facing tougher competition from cut-price DIY giants on the high street, now is a good time to re-establish your brand. Remind your customer that buying from an independent retailer, with the backup of a recognised trade association, offers many benefits.

For a manufacturer, facing increasing competition from cheap imports from the Third World, now is the time to communicate the benefits of buying branded products. It’s time to show the levels of quality and service associated with them.

Logic not logo

There are few businesses that have unlimited funds to invest in branding and marketing their businesses has to be justified. But it is worthwhile addressing the whole branding issue as a vital part of business development, rather than just asking is it time we had a new log?

When the economic outlook is gloomy and companies are cutting expenditure across the board, remember that fortune favours the brave. Now could be a good time to invest in your brand. It could help differentiate your business, help you beat the competition and contribute to the future continuing success of your business.