“I just need something I can put on a business card.”
When clients come to me, they often ask for “just a logo”. The common thought seems to be that a logo, on its own, is what will make their business appear professional. And it does, but there’s more to it.
I spend time trying to explain that a brand is more than a logo, it needs to have a voice. A good brand should feel like a real, living and breathing person.
What do I mean?
Case in point: I shopped at this store to buy an expensive (but high quality) hoodie. Since I live in casual wear, I figured it was worth spending a bit more on a hoodie I will wear every other day. Lululemon also has premium-priced yoga and exercise clothing. They gave me this bag with my purchase in it, and I took it home, not really paying attention to the bag.
Well, this morning I was packing my things for the day and used this bag. It was sitting up on my kitchen counter. I started reading it on accident, and the warm fuzzies took over. I LIKE these Lululemon people! They’re inspiring! They are making me a better person! (Seriously, I was holding this bag in two hands, drinking in all of these words.) I now feel even better about the spendy hoodie I bought.
The other side of the bag has just their logo on it, which is where most companies stop: Place the logo on something and call it “branded.” I admit it, it’s an easy solution — but your logo on its own has little meaning to most people.
Here’s what they did right:
- They invested more in something they needed to have anyway: bags for customers to take home their new stuff
- They made this bag a marketing piece that would live beyond the day of purchase
- Their agency provided some great copywriting that doesn’t feel too preachy. It feels real (“Dance, sing, floss and travel.”), and makes you think (“Your outlook on life is a direct reflection of how much you like yourself.”).
- They know their audience and provided a reusable bag to send the message “we care about the environment” (even if the bag is made in China)
What they could have done better:
- Used a natural material
- Source a bag made in the U.S.
The bottom line?
Think about every piece your company is putting out there: What is it saying about you? What value does it add to your brand? Because after all, if you can capture the hearts of your audience, you can charge $100 for a pair of yoga pants and still have smiling customers.
