The brand-compound effect

(No, your logo is not the problem)

18.02.22

Some cold, hard truths

Your logo is not the problem, your business is the problem.

You are not creating a memorable enough experience, for your customers to build enough positive equity in your brand, in order to return.

The logo is rarely the issue

Many successful companies have terrible logos. They do not, however, have terrible brands. A brand is not just a logo.

Everything is ‘brand’

The hard truth that business owners can often shy away from, is that everything their company is, is the brand.

In the world we find ourselves in, companies strive to be transparent, everything your company does, says, reacts to, inhabits and exudes, is your brand. Your CEO is part of your brand. Your cleaner is part of your brand. The visual expression of your is important. But, it is not everything. Your tone of voice is important, but again, it is not everything. A brand is the sum of every touchpoint that a customer can touch, see, hear and feel. From your product, your staff, advertising, in-store experiences, packaging, everything! Your brand equity is the compound effect of these experiences over time.

Focus on brand expression

How does your company communicate to it’s audience?
Do you have clear values?
Do you express these values honestly?

The brand-compound effect

Companies always underestimate the equity and love that their stakeholders hold for their brand.

To build equity in an audience, brands must be both purposeful and consistent. This equates in memorability, and recall over time.

Brand should focus on

Being purposeful and honest - to resonate with the audience
Express clearly and consistently - to build trust

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About the author, Adam

Adam is the design director of BrandCraft. BrandCraft is a branding and design consultancy based in Hong Kong. We specialise in branding, visual identity, corporate identity and rebranding.

Adam is a branding consultant and has worked with clients in the UK, USA, Hong Kong, Tokyo, South Korea and China. He has had self-initiated art and design projects exhibited at various galleries and museums including the Victoria & Albert Museum of Art and Design and regularly writes about branding and design theory.