Last week, we asked our readers to weigh in on our poll about whether or not it was a good decision for Starbucks to remove their name from their logo. 78% said that they think taking off their name won’t have any effect on their sales, while 22% said that they thought taking their name off was a bad idea.
The majority agreed that Starbucks wouldn’t see any major consequences from removing “Starbucks Coffee” from their logo. Amazing really, that they were so bold as to remove their company name from their logo and yet people don’t feel it will have any impact on their brand.
Marketing 101 would dictate that every brand needs to have a name, but when you are a large multinational like Starbucks, Nike or Apple, they can cleverly remove their name and rely on their brand reputation to give them recognition.
The take away for SMB owners is that once a brand resonates with your audience, explains what you do, and what value you bring, then it is the brand values that they remember, the visual of the logo becomes secondary. In this case, Starbucks continues to make custom coffee regardless of having their name on their logo; people see their logo and know that’s the place to go for custom coffee.
Have you thought about what brand values your brand communicates with your customers? I look forward to hearing from you in the comments.