In my previous column, I wrote about creating a new brand identity. The takeaway was that once you figure out who you are what you are about, you need to hone your logo to ensure you’re portraying the right image.

But how do you begin to do this? What should your logo depict? What colours should you use? How do you create imagery that will end up associated with your brand?

Let me tell you a bit about how I think up brand imagery. My company’s logo is simple and depicts a strand of wheat along with our slogan. I feel it’s a very effective logo for our brand. Why? Let me digress.

I’m convinced that being from Saskatchewan but living in Alberta is like having a five-star Amazon rating. What is it about telling people you’re from a province sandwiched between Alberta and Manitoba that makes them instantly fall in love with you?

First, we are naturally drawn to people with backgrounds and interests similar to ours. Since so many people from Saskatchewan live in Calgary, it’s not hard to find “kinship” with strangers you’ve only just met.

Also, most people in Wild Rose Country have had at least one positive experience with people from Saskatchewan, and are likely to attribute those positive qualities to others in the same category. People from Saskatchewan both reinforce — and benefit from — these positive “brand” attributes. It’s not unusual to see instant trust and friendship develop between people who come from the Land of Living Skies.

Wheat has the same effect. We all know it and have a positive image of it. It’s wholesome and recognizable. As a brand, wheat has a lot of positive attributes that work in its favour — just like those of you who hail from Saskatchewan (or Friendly Manitoba, for that matter).

What is it about your industry, sector, or brand that makes people fall in love with you? What colours and images are associated with that?

Think about it and come up with some ideas, then pick what you think is the best and can work with in developing your brand imagery. The final image should be simple and appealing. Happy brainstorming!

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