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01/09/10
Exhibit A: "Done for rest of summer!! Man of the W...
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Branding. Logos. Corporate IDs. They're everywhere. We have a Messyhen in our office who churns them out. Sorry, creates them with careful attention to detail and Pantones.
But does having a lovely logo really matter? Does it give you any return on investment?
There are experts who argue that, in the b2b markets, branding has no impact.
At Viva we take issue with that view. Our belief is that buying decisions, even among b2b businesses, are still made at a human level. People buy off people and first impressions count.
For example, a lot of hard work has gone into this website to engage you the reader so that you can see that we're nice, decent, honest people. That's a combination of images, branding and language and your brain has already done the 2-second test on us.
In the excellent Blink: The Power of Thinking Without Thinking, Malcolm Gladwell reckons that most buyers make most decisions by relying on their first impressions — two seconds — based on stored memories, images and feelings.
For me, it's even more simple. It's like bothering to have a shave and putting on a clean shirt in the morning. A good brand shows you care what people think.
So ask yourself what your branding says about you.
Viva PR Manchester: Clayton House, 59 Piccadilly, Manchester, M1 2AQ
Viva PR Rawtenstall: 90 Bank Street, Rawtenstall, Rossendale, BB4 8EG