Do not spend a lot of money and time on research to develop customer profiles. Do not let your managers invent colors that would make them feel good about the company. More importantly, connect your identity with your customers and your services. Your design style, look and feel, photography, and all other visual elements of your company’s identity should start with your customer.

Let us say you run a business that specializes in artist supplies and tools. Your business identity should have a style that appeals to the artistic styles of that audience. A creative, colorful, and artsy image might be most appropriate.

Imagine that your artist supply store had the big blue striped “IBM” symbol on it. The IBM logo is renowned, and its association with the computer industry is very strong. Even if you added the words “Art Supply Store” in big bold type next to this logo, artists will be confused. Most likely, you will not attract too many artists to your store. The style and color of the IBM logo is suited to the big company corporate image that it reflects.

Imagine what the IBM logo might look like if we were to adapt it to promote an artist supply store. What if each stripe in the IBM logo was a different bright color, one for every color of the rainbow? Imagine the “M” was styled like an artist’s cup holding three paintbrushes. Each one has a dab of brightly colored paint sticking up out of the cup.

Would this modified IBM logo on be more relevant and more appealing to artists? Despite the name “IBM”, the brightened, artsy, image and color scheme and design make this a far more interesting storefront. Color is a powerful tool for communicating and connecting with your customers.

This example also shows that your brand identity can transfer from business customers to consumer audiences. You may even be able to extend the values of your product brands to consumer products. In the computer services industry, the IBM brand is widely known far beyond the large businesses that it primarily serves.

How about the identity of a heavy equipment manufacturer? Can that translate directly into a consumer product? Almost every major construction project begins with earth moving. One of the most recognizable images work sites is a big yellow piece of machinery. On the side is the word “CAT”, for Caterpillar, painted boldly. For many people, the name “Caterpillar” is synonymous with “bulldozer”. The big yellow machines are their icon. Imagine if Caterpillar decided, as some car makers have done, to put their brand name on a mountain bike.

What would a Caterpillar branded mountain bike look like? What characteristics might it have? The frame is likely painted bright yellow with a wide crossbar on which is printed “CAT” in big letters. The frame might be made of lightweight alloys to keep the bike light and easy to handle. The tubular framing might be over-sized and deliberately solid and large in appearance. You might also imagine this to be a very heavy duty, rugged, mountain-crossing, machine. People would buy this bike feeling that they can conquer the mountains confident that their heavy duty “CAT” will get them there. The connection to your brand can extend to new products and markets. The key is to stay true to your brand promise and reputation.

When designing an identity, examine all the ways in which the identity is to appear to your customers and the market place in general. This includes sales and marketing collateral, promotional materials, advertising, business stationery, web sites, product designs and packaging, trade show displays, software user interfaces, business cards, and so on.

Apply a consistent design style and adapt it to each one of these areas so that the name and logo is recognizable. Your customers will become familiar with the look and feel of each of the elements as part of the same company. In essence, the customer experience across all of the visible touch points with your company should have a consistent style and familiarity. This will enhance the instant recognition of your business and simplify the customer’s relationship with you.

Do not make the mistake of designing very complex looking marketing collateral and web sites. This includes describing products in great technical detail, including screen shots of software. Avoid design elements derived from your own internal business – labs, production, factory floor or executive offices. You would miss the point of this communication in the first place: to build long-term connections with customers.

Look inside the industry for your products and services. Many elements exist, like symbols, colors, or other images that are familiar to the people who buy and use the products and services. Every community has such elements that connect the people in that community together.

Your mission is to find those elements, adopt them, and integrate with the community you serve. Your customers will want to include you in everything they do. Moreover, they will have a hard time thinking of themselves without you when competitors come knocking.


Patrick Smyth is a leadership navigator and advisor to leaders of high growth and emerging businesses. He creates compelling visions and comprehensive strategic plans, and coaches on effective leadership and management practices. He is a recognized speaker, trainer, coach, and international business strategist and author of the book Elephant Walk: Balancing Business Performance and Brand Strategy for the Long Haul.
http://www.innovationhabitude.com