In PR, how much do logos matter?

Consumers often question any well-known organization’s decision to change its logo—especially in technology.

I’ve fielded questions about Medium, Uber and, more recently, Instagram.

When it comes to the importance of a brand’s image, I understand why people like to talk about logo changes. Whether or not you agree with an executive’s decision to make a shift, it’s entertaining to debate and argue about.

Few however, acknowledge that a company such as Instagram is a business, not a museum. From a business standpoint, Instagram’s change has zero impact on its corporate bottom line.

Make significant changes.

Certain changes can have a huge impact on an organization’s success.

For example, it would be beneficial if the designs of the user interface and user experience were altered to make people stay on the app longer and engage more frequently. Instagram’s logo change doesn’t appear to have a significant impact on how Instagrammers use it.

I’m not pooh-poohing design generally nor saying design changes should never be addressed. Sometimes they can affect a brand’s publicity, perception and stock price. Most of the time, though, the discussion revolves around tech journalists giving a thumbs up or thumbs down.

A logo is important to a brand’s identity, but it’s not everything.

A logo (and even a company’s name) will always be overshadowed by the quality of its product.

For example, I have friends who’d say, “I feel bad about Uber’s choices in doing x, y, z,” while riding in an Uber vehicle. Always choose to take action over throwing words around.

People can hate your logo but use your service or product even more today than they did before you made a significant change. Whether you’re a startup’s social media manager or a Coca-Cola executive, it shouldn’t matter much how consumers respond to your logo.

RELATED: Learn advanced and classic visual comms strategies including: Infographics, Snapchat marketing, VR, 3D, 360 Video and more.

If a company successfully executes its product, service, narrative, user experience and the many other things that go into a business, people will ultimately accept any image adjustments.

Execution should be your measurement for success; image is only part of that.

Gary Vaynerchuk is a CEO, entrepreneur, investor, speaker and best-selling author. A version of this story originally appeared on his blog.

(Image via)

from PR Daily News Feed http://ift.tt/2bbdHdR