We already know that names and logos themselves are not a brand, rather they are simply the visual manifestation of a brand. The brand as a whole is present in every point of contact with the customer and is comprised of the accumulation of these experiences. A fancy logo does nothing for a brand empty of value but a logo that doesn’t match brand identity to brand image sends mixed signals to consumers. The logo that greets visitors to a website isn’t the most important thing when it comes to the overall brand experience, but it does often happen to be the first encounter visitors have with the brand. It is one component of the brand experience that can and should be easily controlled.
In my previous post I explained that from a brand image perspective, the Nevada Commission on Tourism logo sends the wrong message to would-be businesses, tourists and residents. I believe Nevada should be emphasizing its strengths with its first impression rather than trying to educate them how to correctly pronounce the state name. Nevada has a great value proposition, it just needs to emphasize it more in the first point of contact.
In Forbes most recent “Best States for Business” ranking, Nevada placed second in economic climate ranking. What a fantastic fact for the foundation of a value statement! Unfortunately, this doesn’t seem to be leveraged properly. Doing a Google search on “doing business in Nevada” tells what Nevada is saying to potential businesses. Going to the first link, a “Doing Business In Nevada” page from the NV.gov website isn’t so promising. The first page that greets executives and CEOs wishing to learn more about our highly ranked economic climate shows a glossary in which the first entries are “Alcoholic Beverage, Selling – See Liquor License” and “Bail Enforcement (Bounty Hunters)” YOU STAY CLASSY NEVADA. See for yourself here. Could potential businesses stop right there and move on the 3rd ranked state on the list, Washington? Possibly, and if so, that is what we call a missed opportunity.
That doesn’t mean Nevada’s value proposition isn’t well-defined. Taking a look at the fourth link on the search brings us to the Nevada Commission on Economic Development website which does a great job of presenting the brand image to businesses. However, this site isn’t nearly as visited as TravelNevada.com or NV.gov so it is safe to say the initial point of contact for many visitors isn’t a logo that says “welcome to our state, this is our value…” it is one that says “this is how you should pronounce our name”. Warm greeting isn’t?
Check out this photo I found in the Nevada Outhouse Trivia Book:
How cool is that?! Not only does this sign welcome visitors, it also shares part of the state’s value proposition to residents and businesses. If I were a logo designer I would come up with a fantastic logo that really knocks them dead but alas, I am not a logo designer, I am a brand analyst.
