Date: September 14, 2010

Author: JT

Tags: , , , , ,

1 Comment »

The Number 1 Thing Every Business Must Do?

In a discussion earlier today, the statement was made that, “the number 1 thing every business must do to succeed is…have a logo.”  Further comments indicated that, after doing some research, they’d found most small businesses (in particular) skip having a logo because they see it as too expensive.

JTP - 96x96 While that may be true, subsequent comments failed to provide any support for the ‘#1’ premise.  To be honest, I’d flat-out disagree it’s #1. There is value to a logo but it is not itself all-important.

While I do not agree with the claim, I do agree a logo has a role to play. But to simply have a logo misses the broader point. A company needs to develop, protect, and broadcast its -brand-. The logo is but a subcomponent of that overall effort.

First, a business needs to know what ‘it’ is all about.

The logo, along with typesets, color schemes, culture…and more…combine to clearly, consistently, represent the company to those who do business with it. I might argue, while logo ‘quality’ is important, more important is—consistent—application of the logo and it’s related brand.

Consistency and ease of identification is why I created my own brand (Thoughtful Business Leadership) and logo to support my search for work. Whether you work for a corporation, are developing one, or are a business of One, consistent self-representation is important.

Think of the logo, or corporate ‘icon,’ as a short-hand representation of the entity it represents.

So, what do you think? Do you agree with my own premise? Better yet, do you have a #1 thing for every business?

1 Response to “The Number 1 Thing Every Business Must Do?”

  • Peter Walker September 16, 2010 at 11:20 am

    In ‘Managing for Results’, Peter Drucker wrote “The purpose of business is to create a customer.”

    That plays directly into JT’s post — and answer to the title question. Brand is a key means to the end. Customers develop a trust — and ideally a preference — for the products and services of particular businesses. Trust is the hallmark of the business’s brand. Subsequently the brand becomes the customers collective perception of the business.

    Brand only requires trust. All the physical elements — icon, logo, color, etc. — provide physical identity, but a strong brand can stand on its own in simple, standard Garamond typeface. Coke. Nike. IBM. P&G. Tylenol. FedEx. Microsoft. AutoCAD. These brands evoke an image and a corresponding level of trust and preference. Whether a company or product, you can read the unembellished word and know the brand.

    [Note: AutoCAD is the better identified brand than Autodesk, the same as Tylenol is recognized above McNeil.]

    This is the same for any customer’s preferred business. The name, simply spelled out, equates trust.

    I agree with Drucker, that a business can’t survive without customers, but a business grows on its brand.

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