The Power of Symbols: Why Your Logo Means More Than You Think With Beverly Cornell

In this episode of the Spark & Ignite Your Marketing podcast, host Beverly Cornell dives into a crucial yet often overlooked element of branding—symbols. Discover why symbols, like the ampersand in our logo, are more than just decorative elements. They are powerful communicators of your brand’s values, mission, and personality. Beverly shares the fascinating history of the ampersand and explores how iconic symbols like Nike’s swoosh and Apple’s bitten apple encapsulate brand essence and forge emotional connections. 

Join Beverly Cornell as she explores the story behind the ampersand in our logo and uncovers how symbols like Nike's swoosh or Apple's bitten apple aren't just designs—they're powerful communicators of a brand’s values, mission, and personality.

 Key Topics Covered:

• The history and meaning behind the ampersand.
• How iconic symbols build trust and emotional connections.
• Tips for choosing a symbol that resonates with your audience.

Read our blog, The History and Meaning of the Ampersand: Why We Chose It for Our Logo and Branding.

P.S. Ready to spark your unique opportunities and ignite your marketing? Here are three ways to work with us.

1. 📞 Schedule a Complimentary 15-minute Call and let’s delve into your goals and answer any questions you may have.
2. 📘 Read Beverly’s book Marketing for Entrepreneurs a quick guide filled with actionable steps to help make your brand and business shine even brighter. 🎙️ Listen to Beverly’s Marketing Podcast where she interviews entrepreneurs to get inspired and gain new business and marketing insights.
3. 🎓 Learn more about marketing and Enroll in Our Marketing Courses designed to bring clarity to your business efforts. They’re easy-to-understand and self-paced, perfect for busy entrepreneurs like you.

Transcript

Beverly: 0:09

Hello and welcome to the Spark Ignite Your Marketing podcast, where we talk about the strategies that help service based businesses flourish. I'm your host, Beverly Cornell, and today we're uncovering a topic that's often overlooked, but carries an immense amount of power. Symbols in branding. A symbol isn't just a decorative element or a catchy addition to your logo. It's a potent communicator capable of conveying your brand's values, mission, and personality in ways words simply cannot. Today I'm sharing the story behind the ampersand, the symbol at the heart of our logo, and how it has become a cornerstone of our brand identity. But more importantly, we'll explore why symbols matter to your brand and how they can elevate your business to new heights. Let's start with a quick thought experiment. When you think of a truly iconic brand, what comes to mind? Maybe it's Apple's bitten apple, Nike's swoosh, or the golden arches of McDonald's. Notice how these images appeared in your mind without me even naming the brand. That is the incredible power of symbols. This ability to convey meaning without the need for explanation is precisely why symbols are so crucial in branding. But what makes a symbol truly impactful? Well designed, thoughtfully chosen symbol can encapsulate your brand's essence in a way that's both memorable and deeply meaningful. To illustrate the power of symbols, let me share the story behind the symbol we chose for our branding here at BC& A Associates Marketing. It's the ampersand. You might recognize it as the and sign. But this small character carries a rich history and meaning far beyond its practical use So you see the ampersand traces its roots back nearly 2, 000 years to the Latin word et meaning and. Over the centuries, scribes, writers, have combined the letters e and t into a single elegant litigature, eventually giving us the ampersand that we know today. So why did we choose the ampersand for our brand? It wasn't just because it's visually appealing, although I really do like it, it certainly is. The ampersand represents connection, collaboration, and inclusivity, core values that are central to our business. Symbolizes the partnerships we forge with our clients, the seamless integration of our services with their needs, and the creative synergy that emerges from our collaborations. In our logo, the ampersand is more than a design element it's a statement. It tells our clients that we're in this together, that their success is intertwined with ours. And every time someone sees our logo, we want them to feel the sense of partnership and trust. So why do symbols matter to your brand? I want to bring it back to you. Symbols can be a key consideration in your branding. Here's the thing. Your brand's symbol is often the first thing people notice about your business. It's your chance to make a powerful first impression, to communicate who you are to and what you stand for in an absolute instant visually. When you encounter a symbol that resonates, it creates an emotional connection. That connection can turn a casual observer into a loyal customer. Whether it's a logo, a mascot, or a unique mark, your brand's symbol should evoke trust, recognition, Take the Nike swoosh for example, it's just a simple check mark, but it's packed with meaning. It represents movement, speed, athleticism, qualities that align perfectly with Nike's brand. The swoosh isn't just a symbol, it's a promise of what Nike stands for and what you can expect when you choose their product. Your brand symbol should do the same. It should embody your values. Your mission and the promise you make to your customers. And when you get it right, that symbol becomes a very powerful tool for building brand loyalty and recognition. So how do you choose the right symbol for your brand? Start by reflecting on what your brand represents. What are your core values? What emotions do you want to evoke to your customers? The answers to these questions will guide you toward a symbol that's not only visually appealing but also deeply meaningful to you. And then to your customers. So here's a few things to consider. Simplicity is key. A great symbol is often simple, easy to recognize, and easy to remember. While complex designs might look impressive, and be fun, they can be hard to reproduce, and less memorable for your customers. Timelessness does matter in this case. Choose a symbol that will stand the test of time. Trends, they come and go. But your symbol should remain relevant and effective for years to come. You want to make it unique. Your symbol should set you apart from your competitors. Avoid generic designs that could be confused with other brands. And you want to make sure you test it out before you finalize your symbol, test it with your target audience. Does it resonate with them? Does it convey the messages you intend? This early feedback can save you from costly mistakes down the line. As we wrap up today's episode, I want to leave you with this thought. Symbols are more than just visual elements in your branding. They are powerful tools that can help you communicate your brand's story, your brand's values, and your brand's promise in ways that words alone simply The ampersand we chose for our branding isn't just a symbol. It's a reflection of who we are, what we stand for, and the relationships that we build with our team, with each other, and with our clients. It's a reminder that in business, as in life, we are all connected. If you're in the process of building or refining your brand, take the time to consider what symbol best represents your business. Choose something that resonates with you and your audience, something timeless and unique, and something that will leave an impression. And make a lasting impression. Thank you for joining me today on the Spark Ignite your marketing podcast. I hope this episode has inspired you to think more deeply about the symbols in your branding and how they can impact your business. If you've enjoyed this episode, don't forget to subscribe, leave a review and share it with a fellow entrepreneur who might benefit from it. Until next time, keep sparking and igniting.