Death to big logos isn’t the end of brands!
The skinny: Designers are skipping logos in their fall and winter collections.
Why it matters: If this trend holds, brands will need to invest more in brand codes.
Codes? Yes. Those 4-6 symbols that a person associates with your brand.
Think:
- Tiffany’s blue box
- The interlocked NY on a Yankee’s hat
- The smell in the lobby of the Four Seasons Miami
- Apple’s logo
What you need to know: Brand codes are essential to smart brand management. Your codes are signals you send to your market that say quality, consistency, and prestige.
The opposite can be true.
If you aren’t careful, your codes can signify:
- Poor quality
- Cheapness
- Commodity
How do you use codes: In the words of Mark Ritson, “Codify everything.”
- Know your codes. Pick 4-6 symbols, sounds, images, colors, etc. that you want to stamp into your customer’s mind.
Freebie: Your logo is always one of your codes.
- Use your codes everywhere. You can’t overdo it:
- Seriously!
- Use them on everything.
Do you really need this? Short answer: Yes!
Longer answer: Your brand:
- Gives you pricing power.
- Acts as a shortcut for customers.
- Strengthens your sales team.
Codes in action:
Could I be anywhere else?