Chapter 4: Identity, Image, Reputation and Corporate Advertising - Cynthia Wolfel

I have seen new logo contests in multiple work environments over the years. There is a flurry of activity and enthusiasm surrounding the creation and the choosing of the new logo. After the new logo is chosen there is an official release and ‘unveiling’. Everyone seems excited to produce and use the new logo and for awhile it is effectively plastered all over everything with great pride and emphasis. The new logos I have personally witnessed seemed to be viewed as band aids that would cure all ills. Unfortunately, they slowly become a standard addition to letterhead and websites that are ignored by everyone just like their predecessors.

Not as much planning and consideration seem to go into the new logo’s long term use or its potential influence on future branding as was concentrated on its development and current representation of management’s perception of the organization, i.e. corporate identity. Possibly, the continued promotion of the logo’s rationale for being chosen would help it not become just another meaningless symbol. Organizational (corporate) advertising depicting a positive image reflecting the new logo should continue as long as the logo is utilized. The scenario reminds me of a parent’s reaction to a newly acquired activity of their child’s. At first a huge fuss is made, whether the child is actually good or not, and then eventually it is just another activity to be fit into the to do list.

Having personally observed the above scenario more than once, I would definitely agree with the book that an organization’s vision should be represented by all aspects such as logos, mottos and employee behavior. Employees can have a negative or positive effect on branding and reputation. If employees continue to remember the logo’s positive message; the meaning will be passed on to other existing constituencies as well as future ones. Identity, image and reputation must all be considered for successful advertising outcomes to occur – singling out one will not be productive in the long run.