Google came out last week with their new logo. Yes it is fresh, friendly and colorful but that's not why it's brilliant. What sets Google's logo apart is that it's adaptive – the logo featuring and varying across each product. For example, when you want to speak to Google Now, the delightful blue, red, yellow, and green Google colors pop up and form a microphone.
Though this sounds simple, what these adaptive colors do, is create a sense of brand consistency by aligning each product with the central Google brand. As their announcement explains:
"[it] is a great reflection of all the ways Google works for you across Search, Maps, Gmail, Chrome, and many others."
As Google expands into new markets, such as wearables, their challenge is to make sure there is still a central brand each product is connected to. This is a similar challenge Marketeers face when their organization has a number of channels or products. Because at each touch point with a customer, whether it be mobile app, web portal, self-service check-out, or chat, the brand of the company is at risk. As the number of channels grow, organizations find it harder to provide the same sense of brand consistency and experience, putting the company name on the line.
Here are some things Marketeers can learn from the new Google logo:
- Consistency in brand – Ensure all channels have a consistent look and feel to them. You don't have to adapt your logo for each channel like Google, but you should be thinking about brand color, messaging and consistency in style so that all channels connect with the brand. Nothing is more unprofessional than having one channel that looks like it can be from a totally different company.
- Evaluate channels – Google appreciates that each of their channels is a 'brand ambassador'. Marketeers too, should constantly evaluate all channels individually and as customers go along their journey. Find out at which point customers stop at the form, when they leave the site, or when they hang up after waiting to speak to an agent. Each interaction is a 'make it or break it' moment with your customer or prospect and you need to treat it so.
- Personalize – The new Google logo adapts to you, the customer. It reshapes based on your actions and at times will even reshape based on the way you are using it such as in voice. Customers appreciate personalization and every opportunity you have to add a personal touch to your channels will add a lot of value to your CX efforts.
To find out more on how to utilize data to enhance your brand across all channels visit /engage/customer-engagement-analytics