By Ernesto Comodo
A logo is a visual symbol, a recognizable marker of a business. But a brand? That’s the emotional connection, trust, and identity a business cultivates over time. It’s what makes customers choose your business even when competitors offer similar products. Think of the Nike swoosh—more than a logo, it inspires action and perseverance. Starbucks’ green mermaid doesn’t just promise coffee; it promises community. Apple’s bitten apple symbolizes innovation and simplicity. These logos succeed because the brands behind them have built relationships that go beyond mere transactions.
Recently as you might have seen, Jaguar made a bold move to redesign its logo, betting on a modern, minimalist style to attract younger, eco-conscious consumers. This was more than a design update—it was a strategic shift toward an electric, innovative future. While the sleek look has received praise, critics argue it lacks the heritage and sophistication of Jaguar’s legacy, risking alienating longtime fans. My initial reaction is one of dislike, as their logo with the jaguar has always been an iconic symbol of the brand. However, I’m open to seeing how it might fit with the new cars’ aesthetic. This gamble reminds us: a logo may change, but a brand must remain true to its values while adapting to a new vision.
Steps to Build a Brand That Lasts
1. Define Your Purpose
Your purpose is the emotional foundation of your brand. Why does your business exist beyond making money? For Jaguar, their redesign signifies a commitment to innovation and sustainability. Your purpose should reflect what you stand for and why it matters to your audience.
2. Know Your Audience
Understanding your audience ensures your brand resonates deeply with their needs and aspirations. Starbucks, for example, is rediscovering its roots under new CEO Brian Niccol (Sept. 2024). Recognizing the brand’s dilution, he’s re-emphasizing Starbucks’ role as a “third place”—a welcoming environment between home and work. From reimagining café experiences to better supporting baristas, Starbucks is rebuilding the sense of community that made it iconic. For your business, take the time to listen to your customers, identify what they value most, and ensure your brand delivers on those expectations.
3. Deliver Consistently
A brand grows through reliability. Apple consistently delivers intuitive products that exceed expectations, creating unmatched customer loyalty. Whether it’s your product quality, service, or customer experience, ensure your business consistently meets or exceeds the promises you make.
4. Tell a Compelling Story
Stories make brands relatable. Jaguar’s redesign is part of its story of reinvention, transitioning from a heritage luxury brand to a leader in innovation. For your business, share your journey—how you started, the challenges you’ve overcome, and the customers you’ve helped. Stories humanize your brand and build emotional connections.
5. Create a Community
The strongest brands build loyal communities. Tesla owners don’t just drive cars—they join a movement for sustainability. Starbucks fosters loyalty with initiatives like its rewards program, now bolstered by its renewed commitment to being a place of connection. Small businesses can create similar engagement by hosting events, fostering online conversations, or offering exclusive benefits.
6. Adapt Without Losing Your Core
Change is inevitable, but it must align with your brand’s values. Jaguar’s redesign reflects its shift toward a younger audience, but it risks alienating longtime fans if it strays too far from its heritage. Starbucks, by contrast, is adapting to modern needs while strengthening its core value of community. For small businesses, the lesson is clear: evolve, but don’t abandon the essence of what makes your brand unique.
7. Make Every Interaction Reflect Your Brand
Your logo is just one piece of the brand experience. Everything—your website, packaging, customer service, and even your email tone—should reflect your values. Jaguar’s redesign isn’t just a new look; it’s a statement of their future direction. For your business, ensure every interaction reinforces your brand’s identity and builds trust.
Ready to Build Your Brand?
A logo is what your customers see, but a brand is what they feel. Whether you’re starting fresh or reinventing your business, the key to building a brand lies in understanding your audience, delivering on your promises, and staying true to your values.Need help creating a brand that connects and endures? Book a free 30-minute consultation with 907K Marketing and let’s start building your legacy today. For weekly insights and inspiration, visit our Small Giant Blog, where we share actionable tips to help your business grow and thrive. Together, we’ll create more than a logo—we’ll build a brand that lasts.
Ernesto Comodo
Marketing Director
Los Angeles South Chamber of Commerce (LASCC)
907K Marketing
Transforming small businesses into small giants through marketing strategy, branding and advertisement.
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