{"id":9173,"date":"2016-04-25T08:45:51","date_gmt":"2016-04-25T15:45:51","guid":{"rendered":"http:\/\/intercom.com\/blog\/?p=9173"},"modified":"2020-07-30T13:02:14","modified_gmt":"2020-07-30T12:02:14","slug":"brand-not-logo","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/brand-not-logo\/","title":{"rendered":"Your brand is an experience not a logo"},"content":{"rendered":"<p class=\"opening_paragraph\">Too often a new logo is seen as the antidote to real company issues, like churn or stagnation.<\/p>\n<p>Logos are important, but in our hyperconnected world the influence of a logo over consumer behavior is shallow, at best. So why do we still come across so many &#8220;new and improved logo&#8221; blog posts?<\/p>\n<p>Consider all the ones you&#8217;ve seen recently \u2013 did any of these actually change your perception of the company?<\/p>\n<div class=\"centered no-border\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/04\/Uber-Logo1.png\" alt=\"\" \/><\/div>\n<p>Uber\u2019s \u201catom and bit\u201d logo is supposed to reflect Uber\u2019s international expansion and a vision for transporting \u201cpeople, food, goods, and potentially much more.\u201d Is that how you think of Uber? Is that what keeps you from choosing Lyft?<\/p>\n<div class=\"centered no-border\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/04\/Google-logo1.png\" alt=\"\" \/><\/div>\n<p>Google\u2019s colorful favicon is supposed to represent the numerous devices and ways people connect with Google. Is that what Google means to you?<\/p>\n<div class=\"centered no-border\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/04\/Airbnb-Logo1.png\" alt=\"\" \/><\/div>\n<p>Airbnb\u2019s logo is supposed to encompass the values of belonging. Is that the first word that comes to mind when you think \u201cAirbnb\u201d?<\/p>\n<p>Without a doubt, logos are important. They can be printed on virtually anything and are often the most recognized element of your company. They\u2019re an opportunity for the CEO to wax poetic about company values and mission statement on your blog. However, all their qualities can unravel at the drop of a CEO\u2019s sexist tweet, which goes viral, or confusing docs, which leave customers stuck in a dead-end. Conversely, a great support experience can often excuse a weak, poorly-executed logo.<\/p>\n<p>In <a href=\"http:\/\/www.amazon.com\/The-Brand-Gap-Distance-Business\/dp\/0321348109\/ref=pd_bxgy_14_2?ie=UTF8&amp;refRID=1SZRZSW940TJ4DGTMRX3\">&#8220;The Brand Gap&#8221;<\/a>, Marty Neumeier writes that a brand \u201cisn\u2019t what you say it is \u2013 it\u2019s what they say it is.\u201d In other words, your brand is only as good as an individual\u2019s perception of it. This wholly depends on a person\u2019s unique combination of experiences with your company.<\/p>\n<p>A person&#8217;s experience might look like this:<\/p>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/04\/Social-Media-Homepage.png\" alt=\"\" \/><\/p>\n<p>Sometimes it\u2019s this:<\/p>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/04\/Event-Shirt-Job-Spec.png\" alt=\"\" \/><\/p>\n<p>For Intercom it might even be our app inside a customer&#8217;s app:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15098 size-full\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/04\/in-app-messenger_1024.png\" alt=\"\" width=\"1023\" height=\"610\" srcset=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/04\/in-app-messenger_1024.png 1023w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/04\/in-app-messenger_1024-300x179.png 300w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/04\/in-app-messenger_1024-768x458.png 768w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/04\/in-app-messenger_1024-700x417.png 700w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/04\/in-app-messenger_1024-600x358.png 600w\" sizes=\"auto, (max-width: 1023px) 100vw, 1023px\" \/><\/p>\n<p>But hopefully it\u2019s not this!<\/p>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/04\/EmailSupportTickets.png\" alt=\"\" \/><\/p>\n<p>The point is, your brand is never what you say it is \u2013 it\u2019s what everyone else says it is. And what they say varies widely because it wholly depends on their unique combination of experiences, or touchpoints, with your company. Rarely, does this brand definition include a logo.<\/p>\n<p>A strong brand gets you through both good and bad times. To create one, you need to think past your logo and visual identity and reframe your brand as every place a person can interact with your company.<\/p>\n<p>I&#8217;ll use\u00a0Intercom as an example. We always strive to reflect our mission of making internet business personal in our voice and tone, our product, and how we conduct ourselves. For instance, we reflect this in our product roadmap, where sometimes we <a href=\"https:\/\/www.intercom.com\/blog\/created-video-chat\/\" target=\"_blank\" rel=\"noopener noreferrer\">build features no one asks for<\/a> if we firmly believe they will help our customers communicate in a more personal way.<\/p>\n<p>Our Support and Sales teams defer to a pragmatic, helpful voice when they talk to people, and we try to make our support\/sales products as frictionless as possible. We try to maintain that personal approach as we operate at scale; whether that&#8217;s considering <a href=\"https:\/\/www.intercom.com\/blog\/before-you-send-your-first-message\/\" target=\"_blank\" rel=\"noopener noreferrer\">the frequency of marketing emails<\/a> and <a href=\"https:\/\/www.intercom.com\/blog\/give-your-customers-best-practices-not-just-faqs\/\" target=\"_blank\" rel=\"noopener noreferrer\">demos<\/a>, or our choice of unique venues for our first\u00a0<a href=\"https:\/\/www.intercom.com\/blog\/announcing-our-inside-intercom-world-tour\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inside Intercom tour<\/a>. Or the <a href=\"https:\/\/www.intercom.com\/blog\/how-words-build-a-product\/\" target=\"_blank\" rel=\"noopener noreferrer\">syntax<\/a> we use in our products. Or the intimate way we announce <a href=\"https:\/\/www.intercom.com\/blog\/press\/intercom-raises-50-million\" target=\"_blank\" rel=\"noopener noreferrer\">fundraising<\/a>.<\/p>\n<p>As the internet gets noisier and filled with companies jostling for your attention and money, it\u2019s the authentic, personal brands that form real consumer loyalty. If you\u2019re successful, other companies will probably copy your homepage design, steal your code, rip off your product interface, steal your logo, and much worse, but they can never copy your mission, your values, your drive, and everything that trickles down from that.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Too often a new logo is seen as the antidote to real company issues, like churn or stagnation. Logos are important, but in our hyperconnected world the influence of a logo over consumer behavior is shallow,&hellip;<\/p>\n","protected":false},"author":101,"featured_media":9709,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[12897],"tags":[213,70],"coauthors":[361],"class_list":["post-9173","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-customer-engagement","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Your brand is an experience not a logo - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"A strong brand gets you through both good and bad times. 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