Building a Brand: Develop a Visual Identity

Can you read a picture? Is a picture really worth a thousand words? Could it have been 500 or 250 words instead? Who in their right mind would sit down and count how many words describes a picture? Where in the world did the phrase “A Picture Is Worth A Thousand Words” come from?

The famous quote, "A picture is worth a thousand words," is one that we have all heard so often that it has truly become a cliché. Although it was originally attributed to Confucius, who lived over 2000 years ago, it was actually the work of a modern-day marketing genius.

First, the quotation was incorrectly translated as “One Picture Is Worth A Thousand Words.” Literally, the translation was “One Picture Is Worth Ten Thousand Words.” It is believed to be a Chinese proverb, which later turned out to be bogus. The phrase was coined by Fred R. Barnard, who promoted the use of images in advertisements appearing on the sides of streetcars. Apparently he called this quote a Chinese proverb, so that people would take it seriously. It’s not surprising that this proverb was immediately associated with and credited to Confucius. This was an interesting marketing ploy, but no doubt one that proved to be successful.

Business is a competitive sport. There can only be so many sales, so much profit, and only so many customers. That means that all businesses who want to have continued success have to focus their energy on creating a corporate image and identity that will attract customers. Think of those companies with the easy to recognize slogans...do you picture their logo when you hear their name? Nike's Just Do It and the swoosh...Allstate's "You're in good hands" and the drawing of the cupped hands...Your corporate identity is the first impression your customers will have on you. It can either make or break your company.

We all have mini-billboards in our pockets. Take a look at the cards in your card file. Which ones stand out from the rest? Usually it is the ones with a logo that makes sense as a match for the company along with well spaced contact information.

You have to start thinking of brochures and business cards as a personal ad you hand directly to customers. Think of a letter as an ad that comes to your potential clients in the mail. When you create marketing materials, make sure all letters, envelopes and business cards have your corporate logo on it. This consistency and professionalism will enhance your credibility. Plus, when a client sees your logo over and over, on your business card, flier and letterhead, they will be more likely to remember you in the long-run. So, a strong visual identity is an important building block for your overall corporate identity.

If you have yet to create your logo, get it done as soon as possible, and get it done by a professional, and it just so happens that we have a professional among us. An amateur logo can hurt your business as much as a good one might help. A corporate identity and logo designed especially for your business needs can attract great business to your company. As part of your overall company brand-building strategy, a good logo is a key piece of the puzzle.

Working Words of Wisdom

"A picture is worth ten thousand words." ~ Fred R. Barnard