In 2015, I was having a conversation with a young chap I mentor. We had a number of conversations on many-a-subjects over quality lunch from wifey, till we got to the point that his concerns over his Father’s work life came up. His father had done quite well as a business man.
What’s really the matter? I inquired, and he said, “My father can’t take a break. He can’t travel for more than a few days, he has to be back else things won’t go well in the business. Travel for him is always business related. He’s the only one his client’s trust, and wants to talk to about issues. Sometimes without him cheques can’t even be paid to service providers. He has to always be there. It’s like he’s the business while the business is just an office. Sadly, we’re the only ones as his family seeing the stress and deprivation on him. And man is getting older. I can’t take on his business knowing my life could be like that, I don’t want it.”
Trust me, 9/10 SME entrepreneurs don’t know how to get out of the way in the same manner as my friends father. You need to be told and most importantly you need to be taught and coached. And then, with practice makes perfect. That said the important question will be: What are you getting out of the way for? Answer: Your logo. You’d better Get Out Of The Way For Your Logo, Else…
Now let’s compare this to my own story. One day, I received a phone call from my best friend in the university. A training facilitator had just mentioned my name and talked briefly about me to the entire staff of the company where he works. I’d spare the rest of the details, however the point is, I was been spoken about with regards to my niche position and used as a template in this regards to people who’ve never seen my face before and definitely never ever met me, including the facilitator. How Come? This is simply because I Know How To Get Out Of The Way For My Logo. My Niche Position Is Resonated By My Logo. So I Behave Accordingly.
Now back to my saying “Else…” If you don’t get out of the way for your logo, you’d only have built a business around yourself. Building a business around oneself simply means that you haven’t relinquished the responsibility to command public trust as well as the reminder of what the business stands for to your company logo. Let your logo (referring only to a good logo) be the star. Let it have all the allowance to be the most important visual that inspires favorable perception towards your business. Put it everywhere as proof of what your business stands for. Show to all that you respect it, value it, protect it and will behave in accordance to the precepts, values or ideal it symbolizes.
A good logo symbolizes meaning or a central idea that’s etched into the mindset of the business as its visual driver on one hand; while on the other it is the most unique prompt that inspires customer expectation, acceptance, assurance or trust for the business. A good logo is forged out of clearly articulated core corporate statements – vision, mission, core value(s) and niche position. It is because of these statements that you hold as premium and you give up self, to your logo.
For instance, if a business niche statement is hinged on a tagline like: “You’re King” a statement owned by Suya Palace, it means that from the CEO to the staffs, it becomes a responsibility to treat the customer like a king. As such they’re all servants to the king (customer). By implication, everyone in the organization is equal and behaves equally, hence an egalitarian corporate behavior. And the logo is the visual enforcer of it because of what it symbolizes.
Invariably and by implication, 95% of the time, it means that entrepreneurs who can’t get out of the way for their logo have a bad logo. It simply doesn’t mean anything to them. It doesn’t prompt any demand or enforcement to adjust their behavior to seeing the business becoming a brand, rather the business remains the source of their ego-tripping and is driven by that. This is why you see next to no promotion of their logo. Everywhere you experience the business; your entire perception is hinged on the business owner. This is because it is the business owner’s behavior you see and not a business or corporate behavior that you can always remind you whenever you see or sight the business logo.
Have you ever pondered on how Hitler’s Swastika was so powerful? Even Hitler got out of the way for it. Despite his overbearing presence, the logo was everywhere. It commanded fear in the heart of the conquered and inspired conquest in the heart of the Nazi Third Reich.
So if you believe business has risks, not getting out of the way for your logo is one risky pathway to follow because you just may not have a life of your own. Everything will be about you and you can’t keep up. No one can. It’s why you see small companies with potential, loose staff every now and then. Or some have justified their demand or command for premium price on the nice car they drive. Not saying it isn’t a good thing to drive a nice car but it can’t sustain it. When a business ran by a CEO that gets out of the way for the logo steps into the market space, your customer will shift goal post.
Legendary Steve Jobs has passed, however, he left behind a symbol that makes us keep faith and trust his work and the Apple brand he left behind. Matter of fact, one of the most significant works left behind was that of placing Apple Inc. at the commanding side of premium price just by sighting the logo. Let me tell you one secret, he was taught how to do it. You must know the responsibility of a logo first and foremost. As such, armed with the understanding, you’d be ready to take on the needful.
In conclusion, you’ve for so long taken for granted the power of a logo or maybe you’re still taking rookie steps in business, by so, I mean don’t yet have over five years of experience in business and as such do not know the level of importance of a logo to your business. Do you care to have me coach, mentor and teach you how not to be present in your business and your business will run? My write up ends here. The rest is for you to reach me to know more, get more, be more and do more at making your logo Do It ALL. This is me formally letting you know that my 2020 is going to be packed with training, workshop, keynote speeches, and one-on-ones with CEO’s and key decision makers. Don’t miss out. Reach out now.