A good exercise is to think in terms that there is no logo for your company. Now what? This is where the rubber meets the road. Step back and think about how you want to be perceived in the marketplace. What you're wanting is an essence, a personality, a voice that transcends a look and feel and delivers on perceived value vs. the competition. This starts to get a bit more complicated now because most of us are far to connected to be objective. Here's what you'll need to do:
- Do research about what your audience thinks of you now.
- With a well thought out research plan, you'll start to see a pattern emerging regarding the problems that the marketplace has with your products or services.
- Draft a plan using the present situation and illustrate where you want to end up.
- Get creative. Deliver the plan to your team of creative individuals. Try not to tie their hands with too many constraints. An open ended discussion allows them to offer their best work.
- Deliver or activate the tools you'll use to communicate.
Branding today is far to important to leave unattended. An effective brand management plan will serve as a guide for all team members and allow for a greater level of success than having no plan at all. Oh and by the way, the logo now works with the entire set of communication tools.
