You must visualize a goal in order to achieve it. Even your neighborhood NLP Practitioner will say "visualize" even if he or she actually means imagining some future time (as if it where right here, right now, in the present) in multi-sensorial detail. This is because the vision, the image, is almost always the most powerful part of the imagination experience. Your personal and professional success will largely be determined by your ability to visualize and implement. Your leadership and managerial success will largely be dependent upon your ability to communicate that vision to others.
The Human eye records detailed images in a tiny fraction of a second. It then proceeds to process them consciously. After this, it contuously processes (in great detail, with a high degree of correlative symbolism) the logo image in the subconscious, where "intuitive" or "instinctual" feelings about the image are created. It's rather like "love at first sight."
Your logo is not a decoration. It is a message. It is a symbol... in point of fact, it is a tiny picture of your entire BRAND universe, replete with your personality, attitude and beliefs. It is a messenger in miniature, and is far more memorable than an entire written or oral presentation. Take it very, very seriously. It is a sharp little business promotion tool that can be worth millions of dollars -- or, it can spell stagnation for your otherwise promising business.
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Branding: Your Logo, And The Message That It Sends
Your logo is a critical component of your marketing, media and publicity campaign. It is a messenger.It is a static picture or typestyle which speaks volumes about your business, product, service or brand in the literal blink of a consumer's eye. It must be memorable, distinctive and must penetrate at a multitude of psychological (conscious and sub-conscious). Your logo is a the shortest but most powerfully efficient form of ideological communication that exists. The mind processes and recalls graphic images much more readily than slogans or copy.
A logo is a first impression, but it remains imprinted on your consumer audience's conscious and subconscious for a long time. You must take care to have this tiny image be the purified, concentrated essence of your identity. A potent logo is worth its weight in unobtainium. It is a holograph of everything that you are. It must be perfect.
The biggest threat to the efficacy of a logo is unintended symbolism, either by the visual similarity to something unsavory, or by the implications which can be drawn by a closer look at what your logo actually says; the first has an immediate effect, while the second tends to smolder. These flaws can undermine a brand.
Eric Lowitt, an author ("The Future Of Value") and professional speaker, is a passionate expert on the increasingly critical topic of sustainability.
He is one of our Senior Advisors and Experts at TNNWC, and recently included the following piece in his Newsletter. It struck home. Hard. I would strongly suggest that you read it carefully, and think of its implications for your brand, as well as for what unintended signals you may be sending with respect to sustainability... among other things.
Note: This article, written by author and strategic corporate planning expert Douglas E Castle was originally published (in various forms) in the Mad Marketing Tactics Blog, Sending Signals! Blog, The TNNWC Supplemental RSS Feed And Email Blog, as well as in The National Networker (TNNWC) Weekly Newsletter.
The excerpt from Eric Lowitt's Newsletter follows:
You Are What Your Corporate Logo Says You Are
In the wake of the vigorous debate about the status of green marketing (and responses like this one and this one), it’s important to remember the powerful message corporations’ logos convey. For example, several years ago, a friend pointed out the subliminal arrow embedded in FedEx’s corporate logo.
Admittedly it took me a couple days to really see it. After all, I was trying to turn the tide of long-term memory—I’ve seen countless FedEx trucks over the years. Only after staring at a FedEx truck for what seemed like an eternity (likely no more than 20 seconds), I finally noticed the arrow. Years later I can’t help but notice the arrow every time I spot a FedEx truck. What is the arrow’s significance? It communicates what the company is about—moving products, and aspirations, forward.
To grasp the power of FedEx’s logo, consider the following logo, used by Sherwin-Williams, best known for its success as a global paint manufacturer. What does this logo convey?
The company’s logo clearly conveys the image of a paint company with global reach. The paint being spilled all over the Earth (with the comment ‘Cover the Earth’) also suggests either that Sherwin-Williams has limited concern about its product’s environmental impact. Sherwin-Williams’s logo isn’t aligned with its measured concern for the environment (as witnessed by its environmental sustainability initiative, called EcoVision). ####
What does your logo say about you? You might wish to design a better one. I know of some people who can do that.
Faithfully,
Douglas E Castle
Related articles
- Creative Logo Designs with Hidden Messages (logosdesignblog.com)
- 30 Brilliant Logos With Hidden Messages (adoholik.com)
- The Logo Test in Action (brandautopsy.com)
- Your Logo is the Doorway to Your Small Biz Brand (smallbizbee.com)
- The Ultimate Question: "Am I Stupid?" (imagesbydouglascastle.blogspot.com)
- The National Networker Weekly Newsletter 6.13.2011 - [condensed Version for Rss] (thenationalnetworkerweblog.blogspot.com)
- Branding - Are Your Advertisements Effective? Does Your Audience Remember Your Name? (aboutdouglascastle.blogspot.com)
- Lead-Generating, Sales-Closing, Customer-Retaining Magnetic Websites - The Secrets. (dailyburstofbrilliance.blogspot.com)
- Puns Are Permitted - But You'd Better Be Appealing To An Intelligent Audience! (sendingsignals.blogspot.com)
- An Entrepreneurial Enterprise Built By Collaboration and Crowdsourcing. (thenationalnetworkerweblog.blogspot.com)
- Think Outside Of Your Own Head - Command And Control Your Mind. (braintenance.blogspot.com)
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NOTICE: This article is Copyright © 2011 by author Douglas E Castle with all rights reserved. It may be republished without permission provided that it is published in full, with all hyperlinks and exhibits left intact, and with full attribution given the author. This article does not contain or constitute medical, health, psychological, legal, regulatory, investment, securities, financial, tax, or any other form of professional advice -- the reader acknowledges and accepts this disclaimer. Further, the reader indemnifies and holds harmless both the author and all publications in which this article appears of any damages, claims, loss, responsibility or liability emerging from the reader’s utilization of any information contained herein.
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