Using Symbols in Brand Marketing and Advertising

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Symbols have power. From primitive times on, symbols have been respected, feared, loved, and given magical attributes. Many of these symbols are archetypes that are part of the collective consciousness. Your audience can respond very positively or very negatively to a symbol.

Company logos are only one type of symbol. As the marketplace becomes increasingly fragmented and the media more diverse, the audience needs a stable image of your venture. In this Age of Confusion, when it is so difficult to be noticed, a logo can grant you instant recall, credibility, and impact. A logo can also destroy your credibility. As with any important element of your persona, only the best should be hired to produce logos.

Unlike advertising campaigns and other elements of marketing, a logo will last for the lifetime of your venture. If it is poorly executed, you will lose goodwill. If it is creatively and strategically executed, you can gain credibility from the day you open your business. A logo is a symbol of your persona. Like any symbol, it must perfectly reflect the idea behind it. Some symbols, such as the Playboy bunny and the Nike swoosh, have an identity all their own. With so much equity, the ventures these symbols represent no longer even need to state their name. Spend as much time and money as it takes to develop a logo that strategically fulfills your Persona Plan. After your name, your logo is your most important Persona statement.