‘Re-branding’ of the BP Logo

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As you may have heard, there was a contest launched by Greenpeace UK in June encouraging its followers to ‘re-brand’ the BP logo. This contest has struck an interest with designers and Greenpeace followers everywhere. While most of the contest submissions are just a way to express feelings towards BP at this current time, it still makes you question… “How does the public feel about your brand?”

Let’s start with the basics. 

What is a brand? 
According to Wikipedia, a brand is the identity of a specific product, service or business. A brand can take many forms including a name, sign, symbol, color or slogan. At Tribe, we think of a brand as a reputation. It is what your customers and the public think, say and believe about your company. When branding your company, consider the reputation you want perceived by your audience.

What is Direct Branding? 
Direct branding is a form of advertising that reaches its audience through use of marketing pieces such as company name, logo, brochure, website, events, sponsorships and community involvement. This is a way for your company to control the way your reputation is delivered to the public.

Do all of these marketing pieces convey the same message to your company’s audience? 
If not, you may be sending mixed messages. One way to make sure your message stays consistent is to partner with a company that specializes in “branding.” Branding companies make sure your passion for your business is being conveyed through the brand accurately.

What is Indirect Branding? 
Indirect branding is where your company has little or no control over your message and how it is delivered, shared or received. Indirect branding is how your company communicates through daily business activities such as customer service, operations and responsiveness to a predicament. Everything your company does alters your company’s brand. In other words, your brand is constantly changing. It is vital for your business to have a consistent and clear message. Continually remind your employees of your company goals and mission. And when your company goals and mission change, it is time to rebrand.

“Your company brand, culture and pipeline are the only competitive advantages that we will have in the long run. Everything else can and will eventually be copied,” Tony Hsieh, CEO, Zappos.com, Inc., “Delivering Happiness. A Path To Profits, Passion, And Purpose.”

Take the Brand Quiz to see if your company is on the right branding path. 
1. Does your company have a logo?
2. Is your logo consistent with all of your communications?
3. Does your company have a brand promise or mission statement?
4. Do your employees understand your company brand promise or mission statement?
5. Do vendors and customers know your brand?
6. Do you know who your top customers are?
7. Do you know if your brand attracts your best customers?
8. Have you rebranded your company in the last five years?

If you answered “No” or “Don’t Know” to more than five questions, you may be at risk of not communicating clearly to your target audience. 

If you have any questions or would like to discuss your situation, contact us at www.tribedesign.com

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