Digital Talanoa : The Experience and Not the Logo

Over the past few months, Fiji has seen a number of organisations beginning to re-brand themselves. The activity has definitely stirred some emotion and generated a lot of letter writing to the newspapers as well. Many of the comments revolve around personal opinion's on the new logos we're seeing.

Although branding is most commonly thought of as the redesigning of a corporate logo or developing a new mission statement, the reality is a bit different. A brand is really the combination of many different experiences people have with a company or an organisation. In the case of Telecom Fiji, which recently re-launched a new company logo and slogan, their brand has very little to do with a new logo at this point. In fact, like most telecommunications companies around the world, Telecom will need to spend a great deal of time, money and other resources to improve people's perceptions of what they were well before their logo changed. Think about every experience you've had with Telecom Fiji. From support calls to billing issues to a website visit to even seeing their trucks driving on the road. They all play a part in how you feel about the company. That, more than anything else, is the brand.