There are three elements in the communication process:
(1) The source or sender of the message (the company).
(2) The message.
(3) The receiver (stakeholder).

Many studies in interpersonal communication (people to people) conclude that if the source is competent, reliable, and forward thinking the message will be more readily accepted by the receiver. Competent, reliable and forward thinking make up the components of being credible in interpersonal communication.

For example, a computer wiz would be more influential on what mouse or software program to buy than, say, a chef. But a chef, on the other hand, would be more influential when it comes to the best curry to buy and where, or the latest cookbook. You wouldn't go to the computer wiz for food suggestions, and you wouldn't go to the chef for electronic suggestions. Well, in most cases.

In short, a person high in the dimensions of competent, reliable and forward thinking will be more credible, and, therefore, more influential. Again, these are the three prongs of being credible. Likewise, a company high in dimensions of expert, trustworthy and forward-thinking will be credible and, therefore, more influential. (Note the similarity of words.) This is because people relate to companies the same way they relate to people. These are brand-customer relationships.

We attribute the same attributes to companies as we do to people such as being expert on the subject as well as efficient, friendly, forward thinking and maybe a bit techie. Companies and people both have names. They both have families. Past relationships with both determines how we intend to deal with the person or the company in the future.

How Does a Graphic Designer Create a Credibility-based Logo?

The first thing a designer does is symbolize the company business. This says the company is an expert in that business. Like the shoe repair shop with a sign hanging on the store front with a "boot" or "shoe" symbol together with the text "Joe's Shoe Repair.” The designer then makes the "boot" or "shoe" "contemporary" or forward-thinking and Joe is almost there. Make it look trustworthy with traits that define the descriptive nature of the shoe repair shop such as "experienced,” "professional" and "friendly" and Joe has a credibile logo, a power logo.

Joe's company name, "Joe's Shoe Repair" is also credibility-based. "Shoe Repair" says Joe is an expert in that field. Joe lends his name "Joe" indicating that he will stand by his work, thereby being trustworthy. And, Joe is short for Joseph which is more streamlined, more forward-thinking (maybe a stretch, but you get what I mean).

Plato believed that deep within everything concrete is the idea of that thing or its essence. This is expertise at work centuries ago. At the heart of many successful brands is notion of essence: Starbucks = coffee. Coca Cola = refreshing drink. Nike = athletic performance. How much better would they have done when first establishing their brand with each company's essence symbolized in their logo?

The Company Core Business and Product Extension

Companies which attempt product extension with core products do so with heightened credibility. Brands like Intel, Xerox and IBM failed in product extension because they did not stick with their core products, or the core business they were known for. Intel, known for microprocessor technology, failed in consumer electronics. Xerox, known for copying technology failed in computer products. IBM, know for computer technology, failed in copying products. What is happening here? If they had moved into product areas related to their core business they would have taken advantage of credibility persuasion principles relating to product/brand extension.

Why is this? Remember that credibility means being “expert”, “trustworthy” and “forward thinking”. A company's basic product more than likely gives it “expertise” in this core business. This is credibility persuasion in action. A company, which tries to go outside the core business in product extension, is at a credibility disadvantage and is likely doomed to fail. Intel just pulled back to its core business after a four-year disaster.

Is Your Logo Credibility-based?

All companies --- large or small --- can achieve success. Compare your present logo with the three elements which make up a credibility-based logo. Does it symbolize your company business which says you are an expert in this business? Does it have the appropriate “trustworthy” attributes? Is it "contemporary" symbolizing a "forward-thinking" look? Is your company name credibility-based? Is your logo applied with rigorous consistency in a clear manner?

As many company managers are learning, a credible logo as the heart of a credible marketing communications system creates a successful company brand. The payoff is in loyal customers, high caliber employees, dedicated suppliers, understanding governmental bodies and great financial relations. It also facilitates core product business extensions.

Successful logos are not an abstract concept any longer. They are credibility-based. This is their role in the greater role of a total credibility-based integrated marketing communication system, which makes a great company brand.

For more information access: www.powerlogos.com. Or contact Mr. Haig by email at: bill@powerlogos.com or by toll free phone 866.300.3777.