Alexander Greyling — Sun, 21 Feb 2010 02:00:00 +0200

Logo Design and Brandmark Creation For Emerging Entrepreneurs: Short-Term Profit Or Long-Term Equity?

For emerging entrepreneurs in this recession there is much confusion about building a brand and promoting a brand. Should you spend the money now or later - when you are generating profits - on creating a brandmark (logo). They both have to happen but it is more important for them to happen in the right order. A blockbuster feature film is a perfect example, the archetype, of the right package. The following analogy should clarify the above brand issues. A film has only one chance to get it right. If it turns out a flop, it cannot be repackaged and redistributed.

Usually the script and story line (positioning platform and slogan) are first developed and from that, the film's title (brandname) is derived. A big-name director gets together with some producers to raise finance (working capital). Next comes casting suitable and equally big-name actors and actresses (symbol or visual representation) in the leading and supporting roles, the film gets shot and, after editing and postproduction, the product (brand) has now been created. End of part one.

Part of the early marketing is the clever use of the director, actors and actresses in interviews, usually praising one another's sensitive, marvelous, outstanding, passionate and possibly award-winning performances. They discuss their treatment of their respective roles and the characters, and sometimes the plot of the film. The director will often echo their sentiments in his interview with the press.

The film gets advertised in the press and promoted by a trailer on TV and in cinemas. The film opens with a national premiere and the critics have their day - hopefully, a good one. The film gets distributed worldwide, maybe wins an Oscar or two, and is eventually available on DVD for sale or rental with possible spin-offs such as the soundtrack CD, merchandise, novelties and toys.

If the film is a blockbuster, the brand's life may be extended with sequels, trilogies, quadrilogies, crossovers, prequels and the like. End of part two.

Clearly, a brand has to be born first, in other words, with a face, before it can come alive. Entrepreneurs make the mistake of putting the cart before the horse.

How often have I heard the words:

"I first have to make the money before I can afford a professionally designed corporate brandmark and identity. Besides, we are selling an intangible service that is personal."

"It took me 15 years of blood, sweat and tears to establish my company and I did that without a fancy brandmark! Why do I need one now?"

Have you ever asked yourself why it took what must have been a long and agonizing 15 years? Or whether you will survive another 15 years without a face in today's global marketplace, without the traditional entry barriers to keep the competition out? So you think your ugly duckling will eventually grow into a beautiful swan?

Not likely. If you cannot afford to put a face on your brand first, do it at the soonest opportunity. According to Netcraft, the well-respected Internet research company, active websites have grown from around 60-million to around 78-million over the past two years. That means your competition on the World Wide Web has increased by 30% and your potential market decreased by 30% or at best remained at around the pre-recession level.

Resist taking short-term profits and rather invest in your brand because it will pay handsome profits in the long term. Build your brandmark first, and then promote it. A product without a face makes it a non-entity, which will only result in a struggle for survival and possible suicide.

A properly designed brandmark will not only boost your brands' current success but will also help your business survive the recession. In addition, the brand equity you create now will provide a barrier that will help prevent future competition from entering your target market.

Alexander Greyling — Mon, 25 Jan 2010 02:00:00 +0200

Brandmark Creation: New (revolution) or Redesign (evolution)?

Few brands enter adulthood with the same face they started life with. Financial pressure and budget constraints at the birth of a brand often do not allow for the use of a professional designer. A friend or relative or somebody artistic (most of the time with no skills except art as a subject at school) is given the task of creating a brand (designing a logo). Bad designers, the personal taste and interference of a non-designer ("I want to show it to my wifePA and ask her opinion") also cause mistakes along the way.

Uninteresting, rigid and dull shapes such as squares, circles and impractical long, thin horizontal or vertical formats are often a problem. The size of the name in relation to other graphic elements and pay-off lines or slogan might be out of kilter. Taste, trends and fashions change, and so may the elements of your branding.

A type design in vogue 10 years ago may have fallen from grace since; one of the dangers of using type which have been overused and hence become tired and passe. A classic type design or, better still, a type designed for your brand is much better. It does not date, is unique and gives your brandmark some insulation against mercurial fads.

There is nothing wrong with correcting and refining the visual elements to stay in line with the brand positioning, but do it in moderation. Evolve your brandmark and position it for tomorrow to avoid unnecessary changes. Subtle changes are not easily noticed and a facelift is sometimes welcomed, whereas a revolution could cost your brand its life.

Sure, if the brandmark reflects a dated, old-fashioned image, the best time to update it is right now. The longer you wait, the more it will cost, and the more you will speak with a forked tongue. But do understand the cost implications.

Things have to be really awful to justify a revolution; like a nuclear power station that had a prompt reactivity excursion. A revolution is also bloody and costly because you will have to start from the beginning, from scratch. Kill the old brand and create a new brand. That means spending all that money, time and effort all over again, and then some more. This all done while your competitor is taking advantage of your self-imposed handicap. Remember Lenin and Stalin? Be warned, you might be a casualty of your own revolution.

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