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The Role of the Logo in Strategic Planning.
by Grace Conlon
If a logo could speak, the first thing it would say to the CEO of the company is “I’m in it for the long term, pal!” For the logo truly is a companion for life of the business it represents. An effective logo has staying power. Over the long term, this graphic communicator will bring a silent message to the consumer about your company and its products and services. Given such an important responsibility, shouldn’t the design of a logo be given serious consideration during the development of a company’s strategic plan?
What then are some of the issues to address when thinking long term? Positioning of a product or service in the proper category is uppermost in planners’ minds when a product or service is first introduced. Advertising themes and campaigns consider effective positioning in the desired category to be a most important objective.
Positioning is the process of creating a specific perception of a product, service or a company’s attributes in the mind of a desired consumer target. An advertising theme positions a product or service to appeal to a particular segment of the population, a segment that is known to have a need for products or services with those attributes.
Different age groups, income groups, geographic groups have different needs and will respond to products they feel will fill those needs. An effective, thoughtfully developed logo can subliminally communicate the capability to perform better than competitive products.
Design of a company or product logo should not be tagged on to an advertising campaign at the end of the planning process. It deserves to be examined and integrated into the body of the campaign; it should not be the tail of the dog. A good logo is developed at the front end, the part that bites!
Planners need to communicate to the graphic designer certain key information about what the company or product goals are. They need to pass on to the artist a demographic picture of their target consumer - age, income, where they live. All of these factors are brought into play in the strategic planning process.
In selecting a logo, the CEO should acknowledge it probably will be around for as long a time as he is; that seeing it everywhere, emblazoned on everything , can be either a joy or an eyesore.
Some logos have survived the ravages of time and are still effective at transmitting a well-established corporate image. After reaching out to many generations, the Rock of Gibraltar logo still lends its strength to Prudential; the Coca Cola logo maintains its great taste; Ford and Lincoln logos still drive their products in the right direction.
Periodically, every business planner should examine his company’s logos to determine if they are continuing to accurately represent his company and his company’s products or services in what is a changing world. Modifications can be made, logos can be revisualized, new graphics can be employed to ensure greater effectiveness - without changing the basic message the original logo was designed to transmit.
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