If you ask any
branding designer, they would probably say Google’s logo is one of the ugliest
in the world. However, in a world where most companies are in a constant state
of brand renewal and rebirth, it is unusual that this logo has become
immediately recognizable all over the world, and has never really changed. Here
are 5 branding secrets that you can learn from smart, successful brands like
Google.
1. Consistency is Key
The reason Google has
been so successful is largely due to their consistency in branding. Although
the designers regularly play with the brand’s logo on the search engine’s home
page to match holidays, famous people’s birthdays, or other special occassions,
the brand itself remains consistent. Keeping your brand consistent gives you
lasting clout with your best customers.
2. Share the Mission
Decide on your
company’s mission and communicate it consistently across the entire
organization. Create buy-in so that your employees and partners hold the same
understanding of the mission and how their role within the company directly
contributes to it.
3. Reinforce the
Brand Suite
Any business that
sells a product or service is require to anticipate their customers needs and
create new and improved products to meet those needs. Any time you launch a new
product, service, or even content on your blog, use it as an opportunity to
reinforce your brand so your audience knows who to credit for the great new
product.
4. Strive for
Simplicity
One of Google’s
hallmarks has been the complete simplicity of their approach to design.
Consider the search engine home page. It consists of a single field you can
type in, a search button, and the logo. The rest is white space. Embrace this
same level of simplicity when designing and creating your brand and you are
guaranteed to have a striking and compelling public image.
