A logo is the fabric of any company’s identity. It not only tells the public where a product comes from, but also represents a brand’s message, values and leadership in the market. Now, have you ever wondered how an organization protects its logos?
At USGBC, we have several brand assets, but the most frequently requested is our LEED certification logo—a globally recognized symbol of leadership and excellence in green, high-performance buildings. Attaining LEED certification demonstrates leadership in implementing environmentally responsible building practices.
In addition, the certification logo is widely used to acknowledge a project’s achievement and symbolize a building’s commitment to cost savings, lower carbon emissions and healthier environments for the places in which we live, work and play. It’s important that we protect the logo, so that only eligible projects are using it to represent their projects.
The importance of brand consistency
Inconsistent branding can have many negative side effects. Maintaining brand consistency directly translates to how dependable people consider your organization, product or service to be. A product or service marketed with the wrong logo might cause a customer to lose trust in it. A website with the wrong logo may make visitors question the authenticity of the product or service being offered on the site.
The correct usage of brand assets is critical for upholding the credibility of a brand. But how do you do this?
At USGBC, we recognize that our LEED project teams are a part of a select group of leaders, and it’s important that they’re recognized as such for their hard work applying integrative design processes to better the future of our built environment. To help uphold our branding in the market, our marketing team created USGBC’s Trademark and Branding Guidelines, which includes the dos and don’ts on how to use our brand assets in your marketing materials.
While we follow these rules internally, we also rely on our members and the larger community to follow these guidelines to maintain the consistent look and feel of USGBC brand assets in their own materials. If branding guidelines are not enforced, they lose their meaning.
Here a few tips on how to diplomatically answer customer questions about your brand usage:
1. Be understanding.
I’ve become very familiar with USGBC’s Trademark and Branding Guidelines. In fact, I look at them every day. It’s important for me to remember that not everyone is looking at these guidelines as frequently as I am, though, so I often spell out the rules in an email, instead of pointing our customers to the long document.
2. Provide helpful resources.
That said, I always provide our customers with the full USGBC Trademark and Branding Guidelines document. It is a helpful resource whenever I have to enforce our policies. In a customer service-centric role, you’re typically trained to tell your customer “yes,” but that can’t always be the case when enforcing branding rules. Fall back on your guidelines, and always point out the page where the rule you’re enforcing can be found, so customers can view it easily.
Whenever it makes sense to do so, you can also point to helpful resources on your website. For example, when a user asks for a logo for their presentation, I always make sure to point them in the direction of our Why LEED for Your Clients? deck and encourage them to use any slides from the presentation. This not only helps ensure our brand is used consistently, but also helps make our customers’ job easier—that’s a win in my book.
3. Answer the question or find a resolution.
All questions have an answer or resolution, even if it’s not the one the customer was hoping for. I make sure I am either communicating the rules in a simple way or helping to provide the requested resource (or an alternate one).
Enforcing your brand guidelines can only help build your brand’s visibility and reputation in the industry. While it can sometimes feel like you’re having to play “good cop, bad cop,” it’s always important to remember that you’re protecting the value of the brand for all of its users.