I grew up at a time when brands and businesses like: Bata(shoes), BOAC and Pan Am (airlines), Cremo (milk-based products); Calvin Klein and Jordache (jeans), Eve and GraceKennedy (food), Mackeson stout and of course Red Stripe beer ruled the roost. And my, how times have changed as some of these brand are now either resting in peace or have been re-born, plus there are a plethora of new ones on the scene.

Today, no self-respecting Gen-Yer has any idea about some of these older brands as much as they know about the newer kids on the block: Virgin Atlantic; Applebottom (jeans); Sean John; Lasco (food etc.); True Juice; Jimmy Choos; Prada; and the whole host of telecoms and digital brands that now overwhelm us.

Companies identify themselves through their brands more or less in a similar fashion to which cattle was branded with “a hot iron stamp” to differentiate ownership of the herds. Logos are the hot iron stamp that identifies brands. Logos are a significant communication tools for the brand and can sometimes either draw you in or push you away from the brand and product. It is usually a good idea for the creation of a logo to begin with a collaborative effort with your customer base. Not that you will leave the choice entirely up to us, because we know that there will always be a divide between those who like the logo, those who hate it (passionately) and those who could not give two hoots.

“These are challenging times for corporate brand managers. While more money and energy are being spent introducing new brands and defending established ones, the strength of the brand appears to be on the decline. Consumers used to cleave to brands as a way of defining who they were; people who drove Chevys drove them their whole lives. But not anymore. Now, media-savvy consumers are less brand loyal than ever, willing to jump ship at the first sign of a better deal,” says John Gray, a senior writer for the 82-year old publication, Canadian Business (June 6, 2005).

So, what does your business look and feel like to your customers? Are they incensed at the very mention of your name and on seeing your logo do they throw mental ‘Ironman’ boots your way? Is your brand a strong one or is it ‘weak’ much like a particular type of beer, ‘a done man’ brand? Much of what your company presents to us is bundled in the brand and tied heavily to consumer experience. In the Jurassic past of my early days, when we did not have such wide variety of products from which to choose, as we do now, the brands had a specific look, feel and personality that drew us to them. Grace brands (did and still does) had a warm, solid, down-home feel to them as it has more or less stuck to the distinctive lettering of their logo over the years. The name Cremo milk made you thirsty for more of its always creamy, fresh taste and as for jeans, nothing would ever come between you and your favourite jeans.

Apart from products some services need strong branding. The field of education has become particularly competitive and gone are the days when only the privileged few had access to tertiary education – today learning opportunities are opened to any and everyone. So, much so, that not to be outdone, the entrepreneurial bottom-feeders have had an on-line selling blitz for those who prefer the short and dirty method for getting their degrees — from BA all the way to PhD.

Universities have had to shift the ways in which they present themselves as they are no longer viewed as being impregnable ivory towers. For example, the Canadian tertiary institution, Brock University has made an about-face with its logo. They have dropped the old logo which consisted of a silhouette bust of Sir Isaac Brock as being too traditional. The new logo in solid type does no longer includes the word ‘university’ and there is a fingerprint in the letter ‘o’. According to the article in Canadian Business, “the abstract finger print emphasises the idea of every student being an individual.” The change has given the institution a new look and feel – making it more attractive and appealing to a newer generation.

Gone are the days when businesses could get away with giving the customer just the drawing room experience – you know that nice room where everything is clean sterile and the kids don’t jump on the couch. Nowadays, the customer does not want to be left out of brand building. They want to be right beside you in the kitchen kneading the dough and telling you how much water to pour.

I am a strong believer in the collaborative approach, particularly for big brands that touch our lives. Customers are very possessive and passionate about the brands that they buy because they consider them extensions of their own identities. Case in point was the brouhaha the followed the former Cable and Wireless’ name and logo change a few moons ago. Whether or not they ever paid a phone bill or owned a phone, everyone and his grandmother had an opinion about this one. Down the road though the competitors were attracting the young and hip – and those of us geriatrics who like to think we are youthful. Their brand was brash, loud, in your face and proud. How bold and innovative is your brand and does your customer like the look and feel?

Yvonne Grinam-Nicholson, (MBA, ABC) is a Business Communications Consultant with ROCommunications Jamaica, specialising in business communications and financial publications. She can be contacted at: yvonne@rocommunications.com. Visit her website at www.rocommunications.com and post your comments.