The best compliment when you are introduced to a new person are the words – “I’ve heard of your company, how’s everything going?”
No matter how they have heard of your brand, the fact that they have heard of you is vital. The company has created a profile and this is where trust begins. In financial and professional services, building a brand is essential. There are many elements that go into this.
Firstly, a logo is worth its weight in gold when it is recognized. When PwC is mentioned, the words PricewaterhouseCoopers immediately spring to mind. What about Lybrand, though? In 1998, Coopers & Lybrand merged with Price Waterhouse and in 2010 they rebranded to PwC. They created their new logo before they rebranded by emphasisng three capital letters and marketing the name change in the media.
Remember Metway Bank? They merged with Suncorp Building Society to become Suncorp Metway. At some point, Metway disappeared, however they had built a brand around the cocktail logo, kept the logo and dropped one of the names. The public and clients barely noticed.
These are successful rebranding exercises as both names were kept after the merger, a new logo was created and then the logo became the stable point when the name changed.
Big or small, all companies have an opportunity to work their target market and that’s where communicating your brand and values helps with recognition. You want to make sure you have a logo your employees can use on LinkedIn? Create a company page and they can. Again, it raises the brand profile. We all remember colours and shapes better than names, so choose something that represents the best aspects of the company, reflects the name or stands out. Then look forward to hearing the magic words- “I’ve heard of your company.”