Any runner will tell you that the right shoes are key to success. And it is this thinking that has been the driving force behind sporting goods manufacturer Adidas. German-born Adolf Dassler nicknamed Adi, was an avid sportsman with a passion for extreme sports, having built his own ski jump. A keen runner as well, he, like many other entrepreneurs, spotted a gap in the market – the need for better shoes. One’s that enhanced performance and went beyond functionality. He had a vision to produce the ideal sports shoes. – (culled from How They Started, Global Brands).
A brand story is a cohesive narrative that encompasses the facts and feelings that are created by your business to inspire an emotional reaction in people. This reaction takes the form of patronage, loyalty, love, respect or any other reason why your business will always be chosen over the competition.
A company logo is one of the most effective support of a brand’s story because it visually symbolizes the facts and feelings a business evokes in people’s minds. It is important that your logo is crafted to support your brand story either in meaning, style or the combination of both. This is the only way it can truly be a symbol of success.
You can create your brand story using the following: (1) Vision, Mission statements. (2) Stand for something – a promise. (3) Slogan. (4) Core Values. (5) Behaviour that supports your core values. (6) Product or service delivery that validates your promise. The aforementioned points form requirements to create a logo that can support your brand story and will be a symbol of success for your business.
#SOS Symbol Of Success Series is written by Dayo Abiola. Chief Design Officer, Dayo Abiola, a logo making company.