Your name and your logo are the essential seeds of your brand identity. No brand strategy can really get off the ground without these essential elements of identity. Start-ups need to build the brand foundation to power the growth-stage company they will one day be.
Your brand is your most powerful behavior change tool. If you’re disrupting a category, building a new one, promoting a new way of doing things, building subscriptions, memberships, community or a habit, then you’re in the business of behavior change.
Branding for behavior change is different. It’s tools for the present and tools for the long road, for each stage of the customer journey.
That said, it hard for me to imagine “no logo.”
Of course, the company will have a name. If the company has a name, you will need to represent the name in some way. Anyway you choose to represent the name will appear as “the logo.”
If you don’t designate a way of representing the name then you might use whatever typeface you’re working in at any given time to represent the logo.
Apple. Think different.
Nike. Just do it.
DiMassimo Goldstein. Inspiring Action.
This variability will be, in effect, your logo. And, it’s pretty bad.
So, then the question is – what would be worse? A good way to begin to think about this is to think of the strengths of this particular approach to the logo.
For one thing, it’s readable.
An unreadable logo would be worse, especially if the brand wants to stand for clarity, simplicity or ease-of-use.
Apple’s use of the apple icon with the bite out of it isn’t unreadable. We say it’s “iconic” precisely because people look at it and immediately think Apple. Not everyone, of course, but enough people do.
Same goes for Nike’s Swoosh.
The approach to the logo above also has the strength of feeling appropriate for the context it’s in. On the other hand it doesn’t stand out, but blends in.
Kim Kardashian. Nothing to see here.
Blending in is a brand value for some companies, but not for others.
Another thing you can say for the variable Zelig (the Woody Allen character who took on the appearance, dress and behavior of whoever he was with) logo is that it is not especially ugly or stupid or crass or inappropriate.
Diesel. bE sT0oPid
Diesel actually had a successful “Be stupid” campaign. The idea: smart is boring; stupid is more fun. A stupid logo might make sense for them, but would be an absolute disaster for Wells Fargo.
Wells Fargo. sTuPid in LoVE wITh yOUr MoNEy
I would propose that you start out with a good-enough logo.
I started my own company with DiMassimo Inc. as the name, using the Courier typeface that used to be associated with typewritten material. It was the mid 1990s and the world was full of wild, pixelated, digital-influenced type faces, so I thought that Courier said that we didn’t need any flash or pretense – in short, it showed confidence.
It worked well enough until we had a better logo and identity designed.
Apple started as Apple Computer Co. They didn’t have such a great logo.
Microsoft’s first logo was OK…
Amazon’s first logo was no great shakes…
But there is such a thing as a truly awful logo. Some people think Pepsi’s logo is not so great:
Doughboys Pizza has cleaned up it’s logo since this one. I know what you’re thinking – no, with a designer!
Also, today it’s important to make sure your logo isn’t offensive in and outside your own borders and culture. This one from Locum in Sweden is particularly unfortunate.
I tried hard to confirm this last one because it’s a pretty unbelievable fail. From all I can find it appears real, although it may have been a company holiday card design rather than an all-year logo. The company currently has a more regular typographic mark, which now looks more like I o cum. So, better.
Now, you know a firm with just this specialization, because you know our name and you know our logo.
Perhaps you’ve heard about the elephants.
Elephants, like humans, have wonderful memories. This is both a strength and a weakness. A superpower and kryptonite.
Look at this picture of an adult elephant tied to a small bar, with a lightweight rope. A grown elephant can easily bend that bar or break that rope.
But, sadly, they don’t.
The trainers start tying them when they are little. They learn that they can’t break the rope and as they grow they never again test that theory. To them, it’s not a theory at all – it’s just the truth.
“We tried that before and it didn’t work.”
But it’s worse than that. Bring the human equivalent of adult elephants together to envision possibilities and not one of them will even suggest tugging at that rope. It just won’t come up. They will focus on solving the problem of how to achieve their goals within the range that the rope allows them. The rope length will define their limits. I’ve watched it happen hundreds of times. I’ve been part of it hundreds of times.
There is a difference between an epiphany and a habit. Talking about possibility and feasibility together is a habit. In most places, it’s just the way things are done. There is a strong taboo against separating the two. Someone may suggest something foolish! Unprofessional! Incorrect! Impossible! Embarrassing!
But, breakthroughs don’t come from doing the right things. Breakthroughs come from doing brave, incorrect, inspiring things.
Twenty-five years ago, I developed a process that has driven my career and life ever since. It’s a process I built off of all I had learned in my career to that point, comparing successful projects to less successful projects, and a system for realizing possibilities that I learned from the pioneering executive coach, Trisha Scudder.
I had seen her breakthrough process shift the culture and results of a team from ordinary to extraordinary in just a few days. And, while Trisha taught many powerful concepts and processes, one stood out to me as the most powerful of all.
The brilliant sales and marketing consultant and author, Mark S. A. Smith says that, “We are in the epiphany business.”
Trisha’s most powerful idea struck me as an epiphany, and that epiphany has fueled my career ever since.
Here it is:
Discuss Possibility and Feasibility separately. Start with possibility.
Perhaps this doesn’t seem like very much to you. It didn’t strike me as Earth-shattering either when I first heard it. Trisha made it fun, so I was engaged. The results of the process she led us through, starting with Possibility, then moving on to Feasibility, led to some surprising breakthroughs. This stimulated my curiosity, always curled up like a cat ready to pounce. I committed to playing with this process and to keeping my eyes wide open.
Here’s what I noticed. People come into conversations about the future weighed down by the past and the present.
We’ve all heard the classic, “We tried that before and it doesn’t work.”
We’ve all seen that little chestnut over-applied.
“Are you sure it was THIS that you tried?”
“Are you sure we are proposing testing exactly the same thing in the same way?”
We’ve all witnessed this idea-killing malpractice. But, what I noticed is that most possibility killing is much more subtle. It’s the ideas that people don’t even bring up in the first place. It’s the invisible limits that people bring to these conversations.
By insisting that the first phase of the conversation be entirely focused on Possibility, while reassuring everyone that the next phase will focus on Feasibility, you will find you develop breakthrough results.
While possibility is all about what might be, feasibility is about, “What can we really get done.” Feasibility is important. Hell, it’s essential. But don’t let it get all mixed up in your discussion of the possible. Don’t let it cloud your vision.
Looking back, I see that this principle is so powerful when practiced that it has played a part in every breakthrough I’ve seen in my career. And, though I built my agency’s process around this epiphany, it is like a brain of which I’ve only used about 10%.
There is a difference between an epiphany and a habit, between having a process and using it. I see the possibility of using this process ALL of the time. I see that I can do so much more good if you use it too.
Let me know how it goes! I’m happy to help. You know where to reach me.
Let’s face it, we live in a world of behavior gone wrong.
Some see imminent apocalypse.
I see plenty of work for behavior change marketers and designers.
Opioid Crisis. Digital addiction. Inactivity. Unhealthy eating. Rising oceans. Uninspiring workplaces.
Pick your target. Go.
The problems that the world faces can only be solved with Behavior Change marketing and design. Growth and business success are behavior change marketing problems.
Growth problems can only be solved by behavioral solutions.
The process of behavior change marketing is simple. Determine the key performance indicators that support the growth theory for the business. Identify the behaviors that lead to those KPIs. Analyze the key behaviors along the customer journey, identifying gaps, drags and blocks.
Prioritize your design interventions. Describe the experience that will most likely transform behavior into habit for this brand.
Create experiences that will inspire action, informed by the vast store of behavioral science outcomes and deep direct response and interactive design testing experience.
Relentlessly test and optimize.
Grow a business. Build a brand. Change the world.
Let’s go, Behavior Change Marketer!
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