The collision of two iconic brands
One that is recognized for its color and the other known by its swoosh. I believe this ad (featured in NYTimes.com today) would work without a headline or logos at the bottom. Why? Brand equity. Both brands have consistently leveraged what they are known for in the experiences of their audiences. Well done Nike and Tiffany & Co.
How does this apply to your brand as a leader?
If your brand was recognized as a color what would it be?
If you were recognized as a symbol what would it be?
A brand used to be considered a logo, a slogan, a particular design style or color combination, an advertisement or even a brochure. Originally, a brand was associated with a company, a business or a product. But today, every individual is also a brand. And the same visual elements associated with companies and products are a small part of what makes up what we recognize as an expression of a brand—even a personal brand. In today’s business environment, a brand is made up of expectations, memories, stories, recorded or streamed presentations and even relationships that, taken together, account for someone’s decision to choose to follow a person, or purchase a product or service from another. It’s an intangible asset, and possibly the most important asset you own.
Your brand is comprised of many things that define who you are, whether you’re a person or a business. These things are mostly intangible—like your purpose for being in your chosen field, your reputation, your values and beliefs, and your “distinct advantage” (the specific qualities and strengths that differentiate you from anyone else). Add to this mix the emotional impressions and experiences that your audience has when interacting with you and you’ll get a picture of what defines your brand.
Do you know what makes your brand distinct?
Stand out as a thought leader in 2023 and be the leader you are meant to be.