Emblems that represent a company’s brand aren’t a passing fancy—they mean business! Michelin tires introduced their logo in 1888; 3M’s logo was announced to the public in 1906; Fisher Price Toys unveiled their logo as far back as 1931—the rest is history. The rationales for associating an emblem with an organization or business are simple: prestige, pride and profit! All three of those reasons fall under the umbrella of a company’s appeal which has everything to do with a company’s success.
In today’s competitive world, an emblem differentiates a business from its competitors; and that’s all it takes for one business to fully succeed above its contenders. Emblems are psychological and can become very personal to the psyche of the masses. Like the emblems mentioned above, other emblems that represent Nike, FedEx, Starbucks Coffee, Chiquita bananas and Superman speak for themselves. They have become etched in our memory bank—permanently—and the companies that own those emblems reap the reputations and rewards those emblems helped create.
But let’s go over the three ways emblems can boost your company’s appeal and success:
Emblems Exude Prestige
A logo that is thoughtfully integrated into a business’ advertising and business correspondence becomes a key piece in the recognition of the company’s brand—intelligent branding promotes a business’s prominence. The emblem becomes a mascot, of sorts, and once recognized and affectionately embraced by the public, it secures the loyalty of a company’s niche consumers.
And isn’t it interesting how one company can manage to have that special ‘something’ that its equally-reputable contender does not? The answer is simple: brand recognition. When customers come to trust and rely on a brand—with that brand being fully associated with an emblem—customer loyalty will forge ahead in the form of repeat business and increased sales.
Emblems Reflect Pride
An emblem denotes professionalism in any business; and that professionalism is a reflection of the company’s pride in the products they offer and pride in the services they provide. When pride becomes woven into a company’s unique bolt of cloth, it becomes the heartbeat of the business; and the public senses it. You can bet your bottom dollar a company that is proud of who and what it is and stands for has an emblem to represent it. The pride within a business and the emblem associated with that business become mutually inclusive. To the consumer, pride = stability + professionalism + targeted enthusiasm; and that = PROFITS!
Emblems Create Profit
And speaking of profits, when your brand becomes recognizable and memorable, your company’s identify is correspondingly strengthened which equates to a broader consumer base—and THAT, of course, means an increased profit margin. A huge part of brand recognition is the visual recognition of the company’s emblem. The emblem’s visual identity can become very personal and emotional; and when the connection between the emblem and the consumers is a passionate one, your company is not only loved; but it will reap the financial rewards. Here is an interesting case in point: Back in 2010, the famed GAP clothing store decided to launch a new logo. The font for the word ‘GAP’ was changed as well as the background coloration. Only days after the new emblem for the company was launched, a public outcry ensued, especially on Facebook and Twitter, where thousands and thousands of GAP fans made their feelings of dissatisfaction known. A GAP representative responded by saying: “We heard them say over and over again they are passionate about our blue-box logo; and they want it back! So we’ve made the decision to do just that—we’ll bring it back…” It is interesting to note that before 1969, the retail name “GAP” didn’t even exist! The company and its emblem are beloved by countless fans.
An emblem contributes to a company appearing to be visually profitable; and that garners more new customers because they are thinking: “This business looks like it makes a profit (i.e.: is successful) which means there must be a lot of satisfied customers. I’ll check it out.” ‘Profit’ looks good!
So, an emblem can transform an unknown company into one that is genuinely loved AND extremely profitable—what more could a business possibly ask for?