The Value of a Brand


    Someone on our tech team recently asked me, “Why are we always changing our brand?”. The reality is, we’ve never changed our brand though we have adapted our logo three times over the past four years. The frequency of change is not that uncommon in startups. Like many early stage companies, our first logo wasn’t expertly designed by a seasoned creative director from a renowned agency. It was churned out in a hurry by someone, probably from our tech team. Our second logo was designed by yours truly at 38,000 feet on a return flight from London. It wasn’t until the third iteration of our logo that a talented graphic artist brought it to life.

    So what’s the difference between a logo and a brand? Your logo is simply a symbol or design used to identify your organization or product. It is generally a stylized name or graphic symbol used to uniquely represent your company. Logos can change over time like they have with the Fuse logo. If you look at the history of some of the most famous companies in the world, you’ll notice their logos have evolved throughout time. Since 1886, Coca-Cola has modified its logo nearly a dozen times. Other large companies like BMW and Ford have seen similar logo evolutions.

    In my opinion, the value of a brand runs much deeper than a logo. A company’s brand is tightly tied to the essence of what a company stands for in terms of its service and its emotional connection with its customers. It’s the alignment of what people feel about your company with what you WANT people to feel about your company. Your brand is your authentic and unique story; sometimes referred to as the “soul” of an organization. Well-developed brands are able to connect their identity immediately with a feeling for what their brand is about. Coca-Cola, for example, is all about “refreshment.”

    Back to Fuse Powered; when it comes to our brand, it’s all about “trust”. Our customers inherently trust our platform to optimize their revenue, they trust the data we collect, and perhaps most importantly, they trust the people they work with at Fuse. When we reached out to our customers to ask them why they work with us and what our brand means to them, there was a resounding expression of trust. We are commonly referred to as a “trusted extension of their team” which is something we take very seriously and have worked hard to earn.

    So when people internally or externally ask if we’ll ever change our logo again, I’ll probably nod. What won’t change is our commitment to trust which is core to our brand value.

    Fuse Logos

    Fuse Logos

    Elizabeth Priestman
    Executive VP at Fuse Powered
    Executive VP, amazing wife, loving mom, fairly awesome snowboarder, very average cook.