Any owner of a small-medium sized business will tell you that they have built their reputation on personal attention to the customer and the knowledge and expertise they have gained in the market sector they specialise in.
Brand identity is hugely important in any business because it’s a promise of value. The logo symbolises what the business stands for and implies everything about its values and what you can expect as a customer.
I think you’ll agree with me that the creative idea in this design really conveys the values of Alex’s business. The clean lines imply attention to detail AND at the same time it is imaginative and thought provoking with its clever twist on Alex’s initials – AJ – which implies the creative capability that makes such a difference in home re-modelling.
In the language (sic) of Semiotics the logo signifies something more than what it says which in this case is the creation and delivery of exceptional customer value.
Now value in this situation doesn’t just mean the price. As we explain in our new book Value-ology value is a unique and subjective assessment of what the customer gives for what they get. In the case of home developments it might be ‘more convenience’, ‘space to entertain friends’, ‘feel more relaxed’ etc
Back in 1977 Lynn Shostack said ‘services are often inextricably entwined with their human representatives. In many fields, a person is perceived to be the service’.
This is especially the case with a small business. So the logo is not making a statement about some objective thing called a company it’s making a statement about YOU as the owner.
This ties directly to my research about sales interactions and crucial need to establish and continuously maintain your eligibility and credibility as a service provider. There is more on this in chapter 3 of our book.
So the next time you go for a brand re-fresh remember it’s a key aspect of communicating your value proposition. Don’t treat it as merely an indulgent creative fantasy ensure it symbolises the very essence of your service offer.