Is your logo that important?

Corporations, which have heavily relied on graphic design, logos and too many colorful themes while ignoring the real names, are facing some new challenges. As the logos have lost their power, the companies now have to reinforce their ignored name as a solo warrior. Previously, names were basically seen in print; today they are mainly typed in cyberspace.

Your logo is not that important these days, as most customers have no motivation to remember the subtle intricacies or bizarre approaches to logos that are intended to stimulate demand. They are already flooded with colorful graphic look-alikes and continuously regenerated blasts from every corner.

Today's customers are in need of a simple name to follow and remember until the next time a need arises.

Names have replaced logos and have dramatically changed the rules of corporate and product branding.

New Challenges

Corporations, which have heavily relied on graphic design, logos and too many colorful themes while ignoring the real names, are facing some new challenges. As the logos have lost their power, the companies now have to reinforce their ignored name as a solo warrior. Previously, names were basically seen in print; today they are mainly typed in cyberspace.

So what good are names if your customers can't see, hear or speak about them, and what good are the products and services if they are invisible?

What is quickly killing big branding is the dramatic impact of e-commerce and how a marketing message is delivered to the end user today. Gone are the days of big budget billboards and massive blitzes in print with the constant hammering of fancy corporate logos supported by extensive graphic treatments as the main selling proposition.

Test 1 - Can They Really See You?

Type your business name on Google and it matters not if that name is of a corporation, product or service, because when a name is used in business, it better stand up to the heat and bring you new cash in sales, or else.

If your search results prove that there are a few dozen other identical names, then obviously your sales are going different places. Now, if your name has hundreds of identical and thousands of similar names in the marketplace, then you have a critical problem. Your customers can't see you. Period.

Big branding has been taken over by fluid Web pages and powerful URLs. If viewers can't see you or find you easily, then it is a serious crisis for your corporation. Between you and them, all you have is a name, and if they can't see it, you simply wait in the dark.

Test 2 - Can They Clearly Hear?

Talk, whisper or yell out your names to your customers, colleagues, friends or strangers -- preferably they never heard these names before. Collect their thoughts and their perceptions against your marketing messages to see if the name is correctly projecting your goals or simply scaring them away.

If your customers do not get a clear audio signal, then the mind simply ignores these types of names and shuts them out. With so much chit chat on cell phones and so much voice over the Internet today, if a name is not precise and clearly audible, then it is only noise to deaf ears.

Test 3 - Will They Talk About It?

Write the name in capital letters and see how many different ways it can be spelled. Here you might find some serious flaws in its alpha-structure, whereby a supposedly great and creatively good name continuously gets confused and is either lost in spelling or the customer forgets that there is a dash or a slash in between. Sometimes, overly dramatic graphic renderings do not go along with the name in a simple typed image, creating confusion.

If customers are not connected with the name, and its latent message is not directly related to their needs, they will not chat about it. They simply shut it out. No budget can force them to do otherwise. No name, no game.

If any of the above applies to your names, than you have a critical marketing problem, and no amount of branding will secure the desired positioning in the customer's mind. Be assured, you are also not the only one with these problems, as 90 percent of business names have very serious limitations, burdened with extra luggage often unknown to the corporation. Sales and marketing suffers while branding budgets go down the drain.

One Single Solution

True, you do need some typeface for your name, and you can easily append a circle or a square or a triangle or a combination thereof and you can select one, two or several colors to go along. That's all that logos are good for now. The more simple the solution, the better. No need to study six months and interview the entire city on whether a circle is better than a square.

Get a professional evaluation carried out strictly under the laws of corporate naming, and nothing less. Forget about how and where you got the name or how much you have spent. Simply concentrate on the facts. How diluted is it? How confusing is it? How many ways can it be spelled, and what is its long-term future?

Create an open debate and use the latest technologies to solve the issues. The big branding circus and the traditional name generation practices are often the traps that bring about all these problems.

Remember, names can be fixed very easily; all you need is to recognize the problem and follow the strictest rules and the laws of corporate naming so not to repeat the problems. Big logos will not solve your marketing challenges.

Latest Reads
Google invests $550 million in Chinese e-commerce company

MUMBAI: American multinational technology company, Google, is all set to invest $550 million in China’s second largest e-commerce company The move comes as part of the technology giant’s effort to expand its presence in fast growing Asian market. Under the agreement, Google will receive 27...

MAM Marketing Brands
UC Browser’s Miss Cricket Campaign Makes Debut on billboard at New York Times Square

After almost 2 months of fierce competition, UC Miss Cricket Contest, an exciting campaign from UC Browser, has come to an end, with the winner Nishi Singh featuring on a billboard at New York Times Square. The 21-year old new rising star has also received cash prize of Rs 10 lakh, while the first...

MAM Media and Advertising Ad Campaigns
Audi CEO Rupert Stadler arrested

German automobile company Audi’s CEO Rupert Stadler has been arrested on suspicion of fraud. The arrest has been made in connection with Audi’s parent company Volkswagen’s role in emissionsgate (dieselgate)

MAM Media and Advertising People
Unilever to cut ties with digital influencers

While brands continue to engage in paid promotions through influencer marketing, consumer goods giant Unilever's had enough. The world's second biggest advertiser has decided to stop this practice to promote its products. Companies tend to rely on influencers to generate a buzz around their...

MAM Marketing Brands
Anita Mookerjee joins Lodestar UM as head for South business

Media and marketing company, Lodestar UM has appointed Anita Devraj Mookerjee as the head for South India business.

MAM Media and Advertising People
Bombay Dyeing eyes 20-30% revenue from e-commerce by 2021

MUMBAI: A customised bed sheet with an image of your favourite travel destination, family or just a picture that you clicked. Sounds fancy? Well, bath and bedding company Bombay Dyeing has launched a new campaign to target the millennial consumer where they can upload an image on the company’s...

MAM Marketing Brands
Brand Factory captures the essence of Mumbai through a musical rap

MUMBAI: Fashion discount chain, Brand Factory has used the magic of music to describe the city and the spirit of ‘Mumbaikars’.

MAM Media and Advertising Ad Campaigns
Indigo paints signs MS Dhoni as ambassador

MUMBAI: Decorative paint manufacturers, Indigo Paints, has signed MS Dhoni as brand ambassador.

MAM Marketing Brands
Viacom18 hands Digi Osmosis digital mandate for Manto

MUMBAI: Viacom 18 Motion Pictures has partnered with Digi Osmosis for digital marketing of their upcoming movie ‘Manto’ starring Nawazuddin Siddiqui.

MAM Media and Advertising Account

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories