When you have an international juggernaut and let’s make sure we are talking about a distinguishable brand, the goal is to be iconic. It’s iconic because an unforgettable experience has been created. No matter where you’re in the world, the majority recognizes ‘x’ company just by looking at their logo. Why does a brand need to be distinguishable? Sustainability.
Brand recognition is distinguishable. A great one will stand out amongst its competitors. The competitors will follow suit and mimic, if possible, by making them their benchmark. The company I think of that embodies this method is Nike. And I may be a little biased, but everywhere I turn around someone is wearing Nike. (I like to use companies from the Pacific Northwest, especially Washington state since folks don’t realize we exist.) Nike has put itself into a position– that it worked hard for– to compete with various companies like the apparel industry, lifestyle brands, and athletic organizations. In most of these groups I mentioned, they are the benchmark in all of them.
Nike’s brand stands for innovation because it wants to be distinguishable. Every organization has to stand out in some way or another. If you don’t stand out, you’re not going to get noticed. When you don’t get noticed, how are you going to sell your idea and make a profit? Without being recognized from a local to international level, a company won’t be in business for very long. No matter if you’re a for-profit or non-profit, an idea needs to be successful in the marketplace to keep the lights on. The bills won’t be paid from one great meeting or a whiteboard brainstorming session.
On a personal level, please don’t set out to be mediocre or average. Have your organization’s logo stand out to the masses. Be seen and distinguishable. Fight for what you believe in.
Nathan A. Webster, MBA
