Linking Your Logo and Brand Strategy

On our own website, we state that no logo can exist in a vacuum. To create a new logo, without any clear marketing or differentiated branding strategy behind it would, as we say, require magic.

Meredith Verdone, Chief Marketing Officer at Bank of America, seems to understand this well. She says that Bank of America’s recent logo and brand strategy are going together hand-in-hand.

The new campaign’s focus?

“What would you like the power to do?”

To create a new logo, without any clear marketing or differentiated branding strategy behind it would, as we say, require magic.

By focusing on the fact that their new campaign is empowering the consumer, they are thus making their consumer base care about their new logo and brand strategy together.

According to Verdone, Bank of America is “…a modern company that’s simplifying things on [the customer’s] terms.”

Making their campaign customer-centric is a very smart move and one that will pay off when creating and unveiling a new logo.

For your business to succeed, you must have a comprehensive and fully aligned brand strategy in which customers care.

Additionally, organizations cannot have individual parts of a brand and marketing strategy without focusing on their overall vision and strategic alignment. Otherwise, their brand and business will suffer.

Verdone has further stressed that the logo and brand strategy are part of a comprehensive campaign that repositions the brand. More importantly, no part of this strategy is a standalone effort.

Kudos to Bank of America for realizing that for your business to succeed, you must have a comprehensive and fully aligned brand strategy in which customers care.

— Ryan Kelley, Brand Strategy Account Coordinator

Spencer Brenneman, LLC
© 2020

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