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What are the symbols you use in your business?

Posted by eLaunchers on Apr 12, 2022 8:45:00 AM

eLaunchers

I like to follow the news and lately, I’ve been reading and watching news about the ongoing hostilities between Russia and Ukraine. One of the more interesting things I saw early in the video footage was the peculiar white “Z” the Russians were painting on the sides of their vehicles.

At first, I thought that this was a way to distinguish between Russian and Ukrainian equipment – especially since so much of Ukraine’s military hardware was Russian. When I was in the Indian Air Force it was fairly easy to distinguish between our Cold War era, Soviet-made aircraft and Pakistan’s western made aircraft. But if both sides use the same make and model of tanks – the Russian T-72 - and aircraft – the Russian MiG29 and Su27 – telling friend from foe can be extremely difficult.

Thus the peculiar “Z” on the Russian equipment.

As it turns out, the “Z” is becoming something much more insidious. According to the Mar 8th article in The Economist “Why Z is for Putin” Russia’s state propaganda machine has turned the Z into the operation’s unofficial logo and opposition figures and others who have spoken out against the war inside Russia say they have found the letter scrawled on their apartments.

Chilling.

And this is just a very recent example of how symbols gain power.

But how does this relate to a business? Specifically, how does it relate to YOUR business?

Think about your logo…

In most businesses, it’s a symbol and when your business’s values and mission are in alignment, your logo comes to represent those values. Specifically, what values come into your mind when you see the Apple corporate logo? What about the Mercedes-Benz star? Do you have customers like this mother and daughter that have matching Tesla tattoos? (When you think about it, sure it’s a little weird, but do YOUR customers love you enough to have your logo tattooed onto them?)

Done properly and when kept in alignment, all of these marques generate feelings of what that brand means (or doesn’t mean) to you. A few great examples of logos that used to be associated with companies held in very high esteem include Google and Facebook.

Your logo is your business' “symbol”. It’s a graphical representation of who you are, and what you stand for. It should be unique and everything from the shapes and colors should instill confidence and trust in you and your business. And please, if your logo looks like a “Z”, consider changing it sooner than later.

 

I'd love to have a conversation about your symbols. Click below to schedule a call.

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 parthiv shah

 

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