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Branding and Water Towers
August 31, 2007
A brand is much like a landmark. You know where you are when you see a good brand you are familiar with.
My 2 year old likes to go to the mall and ride the carousel. The water tower outside is her landmark. When she sees the water tower, she knows we are in the right place and asks to go, even if we were not planning on stopping in.
Just like every time I see a golden ‘M’ I think of hamburgers.
Can you create a landmark for your company?
- Make something truly unique outside your business so that every time someone drives by, they think, “There is that …”
- Make a brand or logo that is different and has meaning when people see it.
- Use architecture and design to your advantage. Don’t blend into the neighborhood.
- Utilize other familiar landmarks to your advantage. - We are the mall with the carousel by the water tower….
Eventually that symbol has some preceived meaning and it takes on a life of it’s own. My daughter thinks there is a carousel at the bottom of every water tower, just like we know there is a pot of gold at the end of every rainbow.
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Those landmarks, of course, can take various forms. Sometimes it’s physical, like the water towers. For me, growing up and living on the West Coast, I think “midwest” when I see water towers. That’s the broader association my experience and worldview brings to the table.
Of course, logos and visual concepts (on paper, on the Web, etc.) can also serve as landmarks. The Nike swoosh, of course, is one of several famous landmarks.
Words can be landmarks, too. See (or hear) the exclamation “Doh!” and you probably think of The Simpsons. Hear the phrase “Yada Yada Yada” and people (at least of a certain age) will think of Seinfeld.
And is it possible to create a landmark that simultaneously helps your audience remember both your brand, and a broader movement? When people see or think “organic”, can you get your brand so closely associated that they think of you, too?