I recently read a blog by Rohit Bhargava which listed his views on 5 things companys can learn from the techniques Google has used to soldify its brand positioning. I was very intrigued by his opinions and they have definitely opened my eyes. After reflecting upon these 5 techniques, I saw that they truly have increased my awareness of the brand and I completely agree with all of them and think other companys should learn from these ideas. I will now share, for each one, how these have been effective for me without even realizing it until now.
1. Google has been consistent and kept their logo, but have also utilized the opportunity to play around with it at times. I always felt that it is important to try to stick with a consistent logo (as long as the company doesn’t need to reposition itself) but now that I come to think of it, when I use Google, I am often kind of excited to see if they’ve done anything playful with the logo! It makes me think positively of the brand and its creativity.
(Image credit to Rohit Bhargava)
2. Google has shared a simple, understandable mission – “Don’t be evil”. I really like the idea of a simple mission which is easy for everyone to understand. As long as they remain consistent with this mission, this good-guy brand image will keep on bulding.
3. Keeping the consitent Google logo for all of their products keeps simplicity for consumers and increases recognition. I will always know who brought me Google maps, Google video and many others.
4. Not rebranding acquisitions such as Youtube allows them to keep the brand equity they have already built, meaning that they retain all of the consumer relationships and goodwill that have already been established.
5. Keeping the brand simple. I really think its effective to keep things as easy for the consumer as possible. I remember as kid, I’d draw logos of brands that I liked in school, but only if they were simple enough for me to draw. This only increases brand awareness as you may even walk through elementary schools and see Nike’s swoosh, Apple’s apple, and, of course, the Google logo drawn by students!