One Idea: Your Brand is Not Your Logo

I had the real pleasure of hanging out with Bryan Hintz last week, the lead designer for SPIE. SPIE is a leader in advancing the scientific research and engineering applications of optics – namely light. They also hold one of the biggest tradeshows in San Francisco, Photonics West, which is a crazy collection of over 20,000 attendees and over 1,200 exhibitors in Moscone Hall, most of them world-renown scientists, entrepreneurs and venture capitalists looking for the Next Big Thing. It’s bigger than MacWorld.

Bryan’s job? To design everything from the 20 foot tall entrance graphics to the exhibition guides to the video production we worked on for him – just about everything that someone would look at to get an impression. But although he’s expert at creating clean graphics, logos and things that draw people in, his attention to detail went beyond that. For him, colors were important. But experience was everything.

Bryan said it best: the SPIE brand was the totality of the experience people had at the event. The way the crowds interacted with kiosks, got their tickets, walked the floor. The mood they were in when they left to get dinner.

So whether you’re providing video production services like we are, or selling books, or selling insurance – don’t relegate your brand to the logo on your business card. Sure, it’s important. It can set a tone. But then the real work begins.

One idea? Do a touchpoint analysis of every place a customer or potential customer comes into contact with what you offer – from the way people pick up the phone to your email signature. Then ask yourself, is that the brand I want my audience to experience?

Judging by the success of Photonics West, Bryan and everyone else at SPIE pretty much nailed it. But he was already planning for ways to improve next year.


Author: Chris Donaldson

Chris Donaldson is Executive Producer at HCFmedia. Can film making change the world? The Short Answer: Yes.

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