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Serve up the quirky: Southwest Airlines

This low-cost carrier has consistently set its own route in the airline industry, creating a distinct personality through everything from open passenger seating to flight attendants who sing the safety demonstrations.

"Southwest has always been a very independent brand that's quick to break the norms of the airline industry," says Tim Calkins, clinical professor of marketing at Northwestern University's Kellogg School of Management. "From the seating assignments to the fact that it doesn't list in many of the big online reservation systems, it has always prided itself on being very different."

Calkins says much of Southwest's brand success comes from the fact that although its operations and corporate culture are idiosyncratic, those differences support the company's central function.

"Southwest has a fun, energetic corporate culture that's unique in the airline industry, but at the core they are a very proficient operation that gets travelers from point to point in an efficient, affordable manner," he says.





While the airline received low ratings for not sharing information on decision-making, those protective measures may be among the reasons it continues to thrive. Several of the big carriers have tried to follow Southwest's model with low-cost subsidiaries (think Delta's Song and United's Ted), but none have been able to maintain them.

"You can see what [Southwest] does--they fly one kind of airplane, they don't charge for baggage and they have friendly employees--so you'd think someone could replicate that, but they can't," Calkins says. "The magic of Southwest is that even though the brand has many unique elements, all of the different pieces work together to serve its customers in a unique way."

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Top brand


Focus on the customer: Nordstrom

When mythic stories circulate about your company's awesome customer service, you know you're doing something right. That's the hallmark of this upscale department store, which is rumored to have once graciously accepted the return of a set of tires, even though the store has never sold tires.

"Nordstrom is all about the power of delivering exceptional customer service that goes above and beyond a typical service experience," Northwestern's Calkins says.

Nordstrom scored strongly among respondents for concern for the customer, as well as for the quality of the products in its nearly 230 stores. Attentive service--which includes a liberal return policy, e-mailing digital photos of new items to regular customers and sending thank-you notes after purchases--frees the Seattle-based retailer from having to focus on competitive pricing, which helps keeps profit margins higher.

"They don't pretend to have the lowest prices, but they don't have to," Calkins says. "When people go there they know they may pay a little more, but the service is so good that it makes it worthwhile."

Respondents criticized Nordstrom for not providing consumers with much information about its corporate decision-making policies, but Calkins contends that when building a brand identity, it's OK for your proposition to focus on one principal element, as long as you do it right.





"What makes this brand tick is the service experience, not the approach," he says. "Nordstrom has never focused on its company or its people; all of that positive energy is directed at the customer and the retail experience, and it's the secret to their success."

Cincinnati-based Paula Andruss has written for USA Today, Woman's Day and numerous marketing publications.

About the survey:The Values Institute, which conducted the study, identified five values that influence trust in a brand: ability (company performance); concern (care for consumers, employees and community); connection (sharing consumers' values); consistency (dependability of products/services); and sincerity (openness and honesty).

A total of 1,220 U.S. consumers were asked to rate each trust value on a five-point scale, from "very unimportant" to "very important." Additionally, five consumer perceptions were measured for each value; these included statements such as "They respond to feedback about their products and services," and "They value my business and reward me for the loyalty." Each respondent rated two randomly selected brands; those who felt strongly were also asked to provide individual comments. The result is the "Trust Index," a composite score that indicates the level of trust respondents had with each individual brand in relation to the other studied brands.

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5 Design Tips for a Social Media Logo

Logo design is very good attractive to the customers and consumers. They pick up the things before  see the logo. Brand image carry prestige by colorful and meaningful logo. There are several aspects that go into a logo design – colors, fonts, taglines, and more. But, when you’re designing what we like to call a “social media-approved” logo, there are many other variables to consider as well:

Be mindful of your aspect ratio – A majority of social media sites will require you to convert your logo to a square (or nearly square)-shaped thumbnail. Your logo doesn’t need to be a perfect square, but should have the capability of being easily converted to one. It’s best to make use of all the space you have so your logo won’t have to be compressed or reduced to fit into the small space.

Be consistent – With an effective social media strategy, your logo will be seen on a variety of sites – Facebook, YouTube, and your personal site to name a few. For this reason, it’s best to have one logo you use for every site. This is also helpful in case a site requires you to crop or resize your image – you want a logo that looks the same, regardless of what’s done with it.

Use detached text and graphics – When designing, make sure your text and graphics are separate elements. This will help if it ever needs to be converted to a different size. In fact, some companies use a single graphic or single letter in social media for ease of use.

Simplicity matters – If you have an intricate logo, you run the risk of some of the elements not being recognizable when it’s resized. For this reason, you should avoid long taglines, thin lines, and detailed graphical elements.

Limit colors and shades – A logo that uses 2-3 colors will work better on a “busy” social media sites because it stands out and won’t get lost in the backdrop.

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7 Ways Your Logo Design Impacts Social Media Marketing

Social media focuses the possibilities of highlighting business by logo.  Whether you like it or not, social media gets many aspects of your business “out there” and visible to a wide audience. And your business’s logo has a strong impact on how your business is perceived in the market. It lets your customers know what you’re selling and can even help them remain loyal customers for years.

Here are some of the top ways your logo impacts social media marketing:

It can help increase followers, friends, and shares – A professional and attractive-looking logo on a webpage or blog post is more likely to be shared with friends than one that doesn’t look reliable or trustworthy.

It increases perception of your business size – Having an attractive logo and branding will make your business look professional and bigger than what it is – even if you’re a team of two or three that work in your pajamas.

It shows professionalism and increases trust – A well-designed logo shows that your company is professional and more importantly, can be trusted. Customers will get the sense that your company will be around for years to come.

It communicates your story – Your story can be communicated in many ways, from a meaningful picture to your font and color choice.

It helps you stand out from competitors – A logo that’s visually interesting and relates to your clients will help your business materials – from your website to all print materials – stand out from the competition.

It drives brand recognition across platforms – When a logo is used consistently over many platforms, customers will get several impressions of the logo, thus creating more memorability. Since many people are visual learners, they’ll remember your brand better when they see it, rather than hear or read about it.

It helps make your customers happy – An attractive and effective logo will appeal to your customers and make them happy to be associated with you. This includes everything from the logo’s colors and fonts to its overall image. The bottom line is that you want customers to get a good “feeling” from you.

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Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. These characteristics signify brand behaviour through both individuals representing the brand as well as through advertising, packaging, etc. When brand image or brand identity is expressed in terms of human traits, it is called brand personality.

Brand personality is nothing but personification of brand. A brand is expressed either as a personality who embodies these personality traits (For instance - Shahrukh Khan and Airtel, John Abraham and Castrol) or distinct personality traits (For instance - Dove as honest, feminist and optimist; Hewlett Packard brand represents accomplishment, competency and influence). Brand personality is the result of all the consumer’s experiences with the brand. It is unique and long lasting.

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