Category Archives: Corporate Identity

Historic Brands: Texaco

Early in its history, The Texas Company, adopted the star as the main component in its logo. The firm was founded in 1901 as the first Texas oil boom flourished.

In this series of blogs on historic brands, I�ve visited the web sites of long-standing companies to examine their branding throughout the years. You�ll find the Texaco Brand site very well done, though like most corporate histories it�s a bit self-serving. Continue reading Historic Brands: Texaco

Brand Identity Documentation Delivers Consistency

One essential element of the branding process is documenting your branding elements to assure that people employees and suppliers adhere to the brand standards you have developed. For a very small enterprise, the documentation might just be several pages devoted to name and logo usage, color and type specifications, stationery design guidelines and your corporate mission, vision and value statements. As the company grows the guidelines and specifications grow, too.

Today Ill introduce you to a couple of brand identity manuals that are comprehensive and well organized. Both are from larger but not well known organizations. Both have posted their brand identity manuals on the Internet for all to see. Thus, they are available to all suppliers and employees with any responsibility for maintaining a consistent corporate identity. Continue reading Brand Identity Documentation Delivers Consistency

Corporate identity advertising: mostly biased platitudes?

Beating your corporate identity drumI read a trade article yesterday about a company that was beginning, in their words, “a branding campaign” by sponsoring a supplement in a major newspaper.

It sounded a lot like a campaign type we used to call “Corporate identity advertising”. As an agency rep, we encouraged clients to do corporate identity campaigns. It was good for them and for the agency – we got to place these ads in Fortune, Forbes and Business Week, so we got agency recognition as well as pretty large commissions.

Today, I say every ad a client places is part of a branding campaign. Continue reading Corporate identity advertising: mostly biased platitudes?

Criteria for logo development and evaluation

Logo design goes way backCertainly there’s quite a bit of subjective opinion being expressed when it comes to selecting a logo for your brand. Branding is more than designing a logo, but the logo is an important branding element, so it should be evaluated with the same thoroughness as the brand name itself.

Don’t just rely on opinions: Someone doesn’t like a certain color, another thinks the type isn’t distinctive enough, and you think the proportion is all wrong. Well, everyone has a right to their opinion, but for brand elements, professional criteria should reign.

A better way to evaluate and select a logo: Continue reading Criteria for logo development and evaluation

The branding platform should reflect employee participation in the brand

Continuing with stakeholder profiles and info that’s of value in developing a brand – and therefore needs to be documented in your Brand Profile – I’ll address employees today.

After consumers, I’d say employees are the most important stakeholder group for most organizations. Continue reading The branding platform should reflect employee participation in the brand

Profiling customers and prospects for the brand platform

In describing stakeholders for your brand platform, prospects and customers are usually considered the most important groups.

For products, this is a fairly easy task (unless you’re launching a new technology with lots of potential applications) because products are usually developed with a customer profile in mind. There’ll be research performed as to the number, the demographics and the psychographics. Continue reading Profiling customers and prospects for the brand platform