A smart branding guy named Steve McCallion published an evocative piece in Fast Company about branding that can help the eco-preneurs with some of their branding struggles.
McCallion points out that logos are no longer identifiers for a brand:
Simply put, no one really cares about the logo anymore. Today, people are more interested in what a brand can do for them. Great brands are discovering that logos or advertisements are losing relevance, and instead put their efforts into creating social brand platforms that invite participation and create value in authentic and relevant ways.
Referring to corporate identity: “People don’t care about logos anymore; [they] are interested in what a brand can do for them,” McCallion said.
In the green sector – as well as SMBs, non-profits, governments and civic organizations - people are also interested in what’s in it for them. How does the brand live up to its promise? Is it important to have crisp identity if nobody is paying attention?
For these little green babies: Yes.
Many in the corporate world who hire smart, talented and innovative branding and design folks can entertain these conversations and look at The Gap naked because we are already familiar with and have repeat experiences with the brand. We know The Gap, – or Levis, Heinz Ketchup, Starbucks, Apple, Ford, and Gerber Foods – because we’ve lived with them for most of our purchasing lives. When we see a truck, many will probably think Ford first. The fonts haven’t even changed much since the turn of the century! And yes, probably if this classic American brand were stripped of its fonts and colors, we’d probably not go stark raving mad. But we would wonder what was happening to it. We might think it were going out of business or sold to ______.
Now, consider the eco space. No matter which industry, there are enough leaves, globes, and kermit green logos around to create real confusion. And these brands desperately need that little beacon; the light shining on the spot that says, “here I am! I’m the one in the middle of the crowd that is making a difference- get to know me! Remember me!”
Leaf on logo or no logo, the eco-space has a lot to learn from the attention to this: experience.
“Great brands are discovering that logos or advertisements are losing relevance, and instead put their efforts into creating social brand platforms that invite participation and create value in authentic and relevant ways.”
In comes the social brand platform: which are:”useful, social, living, layered and curated.”
While I’m finding some examples of those in the eco-economy, you can read more about the social brand platform here.
Add your comments