What makes a good logo? Tesla Model S and Tesla logo
Design

What makes a good logo?

A bad logo can inhibit a good organization. A logo is intended to be a mental shortcut to past experiences with a brand, hopefully bringing up good feelings. A good logo is distinct, and not generic. A good logo is simple, and not complex. A good logo is appropriate, and not awkward. A good logo is striking, and not bland. A good logo is legally protectable, and not indefensible.

Ski lifestyle. A group of 9 skiiers and boarders posting on a mountain. Quiksilver, DC Shoes
Branding How To

Lifestyle Brand Plan

A strategy is the best position for success, and tactics are how you plan to get from where you are to that ideal strategic position. How do you create a plan to build a lifestyle brand? Work backward. You may not have the domain knowledge to know every step. Ask your suppliers and hire consultants. Write action-oriented steps; resources and timing will come later. This can be overwhelming work so take your time.

Product Labels Set Customer Expectations
Branding How To

Product Titles and Customer Expectations

A product label is what you name your product in to communicate to customers what they are buying. The product label sets the customer’s expectations.

Some industries have set product labels that rank in a hierarchy, e.g., motel, hotel, resort. Marketers can add adjectives to product labels that modify expectations, e.g., performance tires.

Setting an expectation and not meeting it in reality damages a brand. It is common sense that delivering a level lower than expected is harmful, but it is also wrong to deliver a higher level. People are most comfortable when they receive what they were expecting, and a higher level of service is not repeatable because it becomes a new standard. Instead, we want to aim to meet expectations plus add elements of surprise and delight. Just be honest with your product labels.

What your logo says about your brand
Design

What Your Logo Font Says About Your Brand

A professional designer talks about what the font in a logo says about the brand. Abstract | Executive Summary | TL;DRFonts can change how their content is perceived. Alignment between a logo’s font and the feeling the buyer wants to …

Intermediary or Middleman. Business chess match
Branding Definitions

Middleman or Intermediary

Intermediation, or letting other businesses get in the way of customers, can build a brand but put it in a poor strategic position. A middleman or an intermediary is someone with a business interest in taking a product, service or …

Brand Extension Examples
Good Branding

Brand Extension Examples

Good examples of brand extensions can put a company in a better strategic position. Bad brand extensions are just ugly. A brand extension is when a brand is known for making one type of product develops and starts selling a …