When There Is Contradiction Between Brand Visual and Verbal Communication

When There Is Contradiction Between Brand Visual and Verbal Communication

Ideally, in branding, there must be synergy and congruence between the visual and the verbal communication of a brand. In other words, the brand logo must not in anyway contradict your brand communication. The more the reason why logo design must be handled by experts. Poorly designed logos automatically send wrong signals about your brand. Lamentably, many SMEs do not take the pains to have professionally designed logos. Another story for another day!

It is not unusual for a contradiction to exist between the visual and the verbal communication of a brand. When this happens, it becomes a crisis which must be fixed with an immediate effect. The golden rule is that when the contradiction happens, the visual will always supersede the verbal.

A classic case study of this happened many years ago to a dental clinic, CLINICA DENTAL SAN MARCELINO, in the USA. The clinic’s initial logo was discernibly erotic. This certainly does not befit such a noble profession: dentistry. It resulted in a low patronage for the ambitious clinic. The clinic responded to this disturbing development by coming up with a new logo which has the design of enamel, and the catchy wordings: KEEP YOUR TEETH IN TUNE. Since the change of the logo, the clinic has enjoyed tremendous patronage.

The import of this case study is that branding is of utmost importance to companies and businesses. It is not enough to assemble quality staff and operate in a conducive environment. The brand communication must be got right!

In summary, you must make sure your verbal communication aligns with your visual communication.

For your first class and affordable Branding and Digital Marketing Services, call PENDROF on: +2348038341039. E Mail: pendrofmedia@gmail.com. Website: www.pendrof.com.

Dr Olusola Oso

FOUNDER/CEO, PENDROF.


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