What is a Brand?

A Brand is the overall image of a company. It is what drives consumers, customers, suppliers, employees to your product. It is the message you are sending out to the world about who and what you are. It is the theme that runs through your organisation / company / committee.

We all know McDonald's Logo. What is it?

Is it the clown?

The colours - red and yellow?

The uniform / interior of each restaurant / i'm lovin' it?

No, these are all part of the brand! A brand incorporates many, many things:

The clown says fun and friendly. Target market: Children; subsequently parents, therefore, a demographic grouping of 2 - 45 years.

The colours: say the same as above (same message - builds a strong brand); these colours are the strongest colours, visually no other colours can compete to attract the eye.

The uniform, etc, repeat the message again and again and again.

Recently, McDonald's have changed their brand - it's a dramatic change. It's a big risk for most companies - in fact, I can't think of any other multinational comapany who could do this and not suffer dramatically - so why take the risk? What does the new brand say to you?

Shadess of Brown: earthy; natural; comfortable; home.

Restaurant Interior: Chairs have cushions; more booths rather than all cheap and cheery tables; layout more designed.

Where's the clown? Maybe the father watching his daughter growing-up before his eyes over the dinner (oops, I mean, McDonald's) table!

So, what's the message McDonald's is sending out, with this change of brand?

We use natural products. It's like home: home-cooked meals; like mama's cooking; as good as home.

The best thing about a brand is that as you're not actually "saying" it, or putting it in writing, it's not legally binding!

What's a logo?

The golden arches; The Nike swish; Apple Inc.

Your logo is your stamp, your visual signature. Its purpose is to make an indelible mark on the minds of your customers, your competitors, your associates.

What does "The Golden Arches" say to you? There's a McDonald's close by. If you had never been to or heard of McDonald's this logo wouldn't tell you anything about the product. However, to most earthlings, this logo reminds us of the restaurant and then we think of everything associated with it (the brand) which makes many of us want to go there.

So, a strong logo is great seller but it's the brand associated with the logo that is the most important aspect of any business. It's the brand: the reputation, the feel-good factor, the look that makes a consumer want to buy. The logo is simply the trigger.

Not all companies, associations or organisations need a logo - it depends on your plans. Everyone, however, needs a brand.