May 28, 2010 69 Comments

What I Do

Chris Brogan Logo Interestingly, a lot of people said this about their displeasure at my new logo: “it doesn’t explain what you do.” I really appreciate that mindset, but then again, Starbucks doesn’t sell mermaid princesses. In 50 stunning examples of great redesigns, there are some logos that absolutely explain everything, and several that don’t. So, that’s a choice.

But the question of “what I do” really stopped me, because I think that if I asked you to answer in 1 line what I do, you’d answer differently. There’d be some consensus eventually, but here’s the thing: there’s what I know I do, and what the masses might think I do, and there’s whatever’s in the middle.

What do I do?

What I Do

Let’s start with the easy part. What I do is split into a few buckets right now:

In my marketing consulting, I work with big companies.
In my media work, I tell stories about human business on [chrisbrogan.com] and other stuff elsewhere, like Third Tribe.
In my education work, I’m going to help people achieve escape velocity.

I’m a business consultant, a writer, an educator, a professional speaker, a marketer.

I’m here to help people build human business, both at the individual and at the super-huge-company scale.

What I Am Not

I am not a social media guru. I am not a Twitter star. I am not here to help people build better websites.

The Letter B

B is the letter after A. It’s not a Type-A personality. It’s Type-B. It’s B-sides. It’s B-line. Whatever. It’s the letter B. That’s also the first letter of my last name. But hey, it can be abstracted.

B.

And Then?

We’ll all see. But what I learned, and what I like, is that this whole thing, throwing up a new logo, is a reminder that people see you as you have been, as they understand you to be, and as you’ve let them remember you.

Ah, branding. Ah, marketing. I learn every day.

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  • Tommyismyname

    I like it.

  • http://twitter.com/107designs Michael Guill

    Personally, I think everyone needs an elevator pitch. If nothing else, it makes it easier for family and friends to describe what you do to others. I try and keep 3 or 4 pitches rehearsed and current, and use whichever one seems to fit the situation.

  • http://www.shawnchristenson.com Shawn Christenson

    You learn. That's what you do. And you love it.

  • http://www.coachtia.com Tia Singh

    How very interesting, would love to know more about your branding process as I'm bang smack in the middle of rebranding my website (and myself) as well.

    Did you consult someone? What made you rebrand? What's the thought behind it? Thanks! Tia @TiaSparkles

    • Anonymous

      It’s important to point out that he didn’t rebrand, he created a new logo. A logo is just a piece of your brand. This question of “What do I do” is yet another piece of your brand.

      How do people feel about you and your service? That is the core of your brand. Tell that story through your interaction with people, your website, your services, and yes your logo.

      • http://www.coachtia.com Tia Singh

        Great point! Thanks for the correction, oh Holy Cow. You are so right! :)

  • http://twitter.com/TheGirlPie GirlPie

    Your logo DOES say what you do, loud and proud, clear as a bell:

    you — “Deliver Chris Brogan” — to be used as needed.

    Perfect.

    [Hat tip to the familiar subway sign: your brand is for going somewhere; and with the clarity so universal that Hospitals use the form (though in a 4-sided blue-white street sign) -- and here too, it's consistent: your brand is for getting better.]

    Or I'm procrastinating my work by waxing poetic on iconic graphics. Either way, nice.

    ~GirlPie

  • banvancanman

    well thanks for the self-absorbed journey on all things you

  • Ben Kunz

    To Chris,

    It's always a risk putting your individual persona at the center of a brand, but I think in your case, Chris, it's a smart move. Simplicity and focus are at the heart of a brand promise, and your new logo — and brand — reflect that well. It rocks. Keep on keeping on.

    Beyond your brand, I do think your service offerings need more focus though. You've created a cult of personality, but the risk is personality fades. As a marketing strategist your next move should be building a corporate methodology with strong differentiation that will exist 20 years after the bubble you're in now fades. This is not meant to be a downer, or a slam, just a reality check. In 1998 I joined the firm Peppers & Rogers Group built on the persona of Don Peppers, a marketing guru who coined the phrase “one to one marketing,” and as all faddish management ideas, his persona spiked and then faded. The challenge is to build a systemic offering that lasts once the persona traffic is gone.

    I wish you well. You're a bright star. This is just meant as food for thought.

    Ben Kunz
    Mediassociates
    c 203 506 7269

  • http://www.equitymarketingsolutions.com meleighsmith

    Wow, you have to be kidding. Sorry Chris, I guess you can't please everyone.

    For the record – I like your new logo. I think it's pretty straightforward. Sure, it can be interpreted in a million different ways – but that's cool in and of itself, because you do wear a lot of different hats.

  • http://www.mikeroosa.com Mike Roosa

    Your logo's fine. Don't sweat it. Does it really matter what anyone thinks about it?

  • Porn

    well thanks for the self-absorbed journey on all things you

  • http://www.360degreeself.com Tim

    Hi Chris:

    I dig your new logo…it's pretty simple and bare bones, but I think it looks great. Thanks for sharing the link to the 50 logo redesigns–I can see many cases where the logo redesign has been improved and freshened up. However, two logos that have been redesigned that I don't care for are coffee companies — Seattle's Best and Caribou. But that's just my humble opinion.

  • http://www.deswalsh.com Des Walsh

    I like it. Keep on truckin'

  • http://chrisbrogan.com Chris Brogan

    You're welcome. I'm happy to help. It's weird. You choose to come here, and then feel grumpy when I talk about what's on my mind?

  • http://chrisbrogan.com Chris Brogan

    It's definitely food worth thinking about. I met all day today with Rob Hatch, who I've hired to do exactly that. We're building out the business that doesn't rely on me.

    Meanwhile, I retooled a lot of what we're doing at New Marketing Labs so it doesn't rely on my personality, either.

    I love when we think along the same lines. I mean that with all my heart.

  • http://chrisbrogan.com Chris Brogan

    Oh, and I had Don speak at one of my conferences. Remind me to tell you about it over beer. : )

  • holycowcreative

    I think it's more than that it doesn't show what you do, but it doesn't have any personality. Everyone likes using starbucks, nike, target, etc. as examples but they have something none of us do: million dollar advertising budgets. Nike can make up for a mediocre logo with millions in advertising and brand build up.

    Which is where I think you might find space to grow.
    “if I asked you to answer in 1 line what I do, you’d answer differently”

    That's not a logo problem, that's a branding problem. If someone asked me what you do, I'd probably say exactly what you say you're not “a social media guru” or “a twitter rockstar”.

    Food for thought. I mean let's face it, you're doing many things right. Ever heard of my blog Jesus Hates Papyrus? Nope. But most people that have a twitter account know you. So not really pointing fingers, just pointing some things out you might not see so close to everything.

  • rickg

    “What do you do?” is the wrong question. “How do you help your clients” is the right one. “What do you do?” is all about you (generic you, not just Chris). So some of the earlier comments about “You deliver Chris Brogan” and “You learn” are precisely the kind of messages you shouldn't want to send. You might learn and being you might help your clients but both of those are all about you, not about what you bring to your clients.

    Frankly, if you can't outline 1-4 things that you clearly deliver to your customers, that's a problem if you want to brand yourself. I feel odd saying that given your success, but….

    And, sorry, but I don't like the logo – too 'you' very generic and doesn't really connect with the making business human thing you talk about. Is this one of the contest logos? Because, frankly, it's what I'd expect to get – certainly competent, good visual design, but fairly empty of soul and any uniqueness.

  • http://twitter.com/scrappinmichele Michele McGraw

    I thought the logo was perfect when I first saw it. The B was obvious to me, but the circle was more abstract. When I think of you, I think of circles. You appear to me to be a “you get what you give” kind of person, so the circle fit perfectly. It is simple. I like that.

  • http://chrisbrogan.com Chris Brogan

    This logo is for me. It's just mine. The human business thing has its own logo that no one will like, either.

  • http://chrisbrogan.com Chris Brogan

    1 line: I run a media and education company that teaches actionable improved business practices.

    I know your blog because we talked about it yesterday. : ) Now I'm reading.

  • rickg

    Oh! I should have read more closely. In that case, it's fine. Not inspired, but fine. And of course, when I say it's too 'you'… um… you can ignore that now :)

  • http://twitter.com/candelwish Ivan Silva

    Not that it makes sense or does not Chris but the image is apt – for the varying buckets of work you are filling and working with. When I came across your entry I coily smiled because my partner and I were just speaking on a similar note – a client of mine referred a business for a “logo” re-design as they were going to do some TV ads and wanted an image that would highlight the name, however the new business referral has a logo that is not great but works for them, I have ideas on improving it but what my client was really asking for was an ad for this business. There is a big distinction in what a logo is, says, means and implies and it is not a replacement for advertising.

    A logo should help you be identifiable and facilitate the recall of your name/business.

    I appreciate the new look of yours. It works and does its job. Does it describe you? Didn't realize it had to.

  • holycowcreative

    Thanks Chris, though my ears were ringing. :) Nice to know you're reading…I'll keep trying to write stuff worth talking about.

    It's interesting that you in particular are defined so much more by the medium you are using than what you are doing. Maybe it's easier for people to define that way, probably even more so easier to translate into something usable for them. (how many times a day are you asked how can I get rich with a blog, twitter, etc).

    I've only had the opportunity to hear you speak once, but even in our short interaction there's definitely more to you than your tweets (ok that made me chuckle like a jr. higher) and I look forward to seeing more of that.

  • Gabe Taviano

    Solid brands don't change over time. They stay the same, and are adapted. This (or the last) could be your solid brand. I'd just suggest sticking with one rather than changing them over your career. Enough people know what you're about, so I don't think there will be confusion like there would be with some individuals / organizations. Good luck with it Chris! At least it does look nice.

    • http://www.looble.com/ deceth

      I find an effective strategy is to feature a polar bear drinking a beverage in your logo.

  • http://www.getstoried.com/ Michael Margolis

    Chris – Your logo redesign is a such an instructive lesson in brand storytelling. And how much we all feel attached and invested with your personal brand/story. We're on the journey with you, cheering you on, learning from you, and grateful to be in your tribe.

    We project all sorts of things onto brands…you are not immune. And its often hard for us to accept a new story, when we're still attached to the old story. Think of the Tropicana OJ product redesign disaster as example. Everybody was psycho-emotionally invested in the old design, and no stepping stones were given to help us locate and identify with the new story/design.

    Kudos for just doing your thing. The new logo is iconic, like a sign-post. That you are, my friend.

  • http://ariwriter.com Ari Herzog

    If the logo is just for you, then you wouldn't have devoted blog posts to it and reactions from it.

    This leads me to believe the logo is not just for you.

    • http://www.looble.com/ deceth

      A pirate does not ask for directions. He relies only on his gut feeling, a compass, or a treasure map.

      Also, while were on the subject, parrots are the preferred pirate companion. Monkeys are an acceptable substitute, unless they fling their feces at people.

  • http://ariwriter.com Ari Herzog

    Should a logo, whether for a person or another entity, be about what is done or who is? Meaning, you list the things you do, the hats you are known by. But none of those hats describe who you are. Roles come and go, resumes are revised, brands are repurposed; but the person, at his or his essence, is the same; the organization, regardless of merger or acquisition, remains steadfast in its initial vision of excellence.

    So, perhaps you should focus less on having this “logo” symbolize what you do and signify more who you are.

    Deep thoughts by Ari on Friday night.

    • http://www.looble.com/ deceth

      You say a logo should signify who you are… Since my website doesn’t have a logo, I assume, you would conclude I am a nobody?

      Actually, your logic seems to hold. Well played.

  • http://twitter.com/manuscrypts manu prasad

    Let him B :)

  • http://www.auroracomms.com Neil Crump

    People read too much into logos though. When you create a logo it should be 'appropriate' and fit for purpose: distinctive from others in your sector and memorable. Although designers and branding agencies would have you believe that there is high science (read high priced science) involved. On average if people think a logo is 'nice' and 'they like it' then you have nailed it. No logo can tell a story (really tell a story) and they don't need to. Who really has time to assess a story in a logo anyway – you wouldn't get anything done if you had to ponder that all the time… All us humans do is lock our knowledge and emotions on to an image – that is all a logo has to do. It makes it easy for our brains. Also logos shouldn't be about people's 'taste' – everyone's taste is different and you cannot design by consensus. People that have expressed a negative opinion will move on quickly… Here is a test for you. In about a year get people to see if they can recall your old logo and ask them which they like more now. Do the test as it will bring a smile to your face:+)

    PS I like your logo and an regularly inspired by what you do

  • http://www.kaplancopy.com/blog Jodi Kaplan

    Ah, I get it now.

    Let it B. Let it B.

    ;-)

  • http://twitter.com/ginarafkind ginarafkind

    Chris, I think your new logo is pretty darn cool.

    • http://www.looble.com/ deceth

      Can you really trust these thoughts to be yours? I read that in 2005, a cloth helmet with a smaller area of Velostat, which had a Velcro strap, was easily removed by an alien-human hybrid.

      Without your helmet, there is nothing to scramble telepathic communication from aliens.

  • http://www.danieldecker.net/2010/05/what-do-you-do/ Daniel Decker

    B whatever you want to B. :) B-come whatever you are B-coming.

    Side note, I posted “What do you REALLY do?” on my blog earlier this week. Was stimulate to narrow down the CORE of what I do. The marketing, communications, etc are all tools but what do I use them to do?

    Like your one statement “I’m here to help people build human business, both at the individual and at the super-huge-company scale.” Mine was “I help clients expand their influence.”

    It's a really good exercise to get to the core of what we REALLY do but people sometimes seem to be more preoccupied with the tools of how we get there.

  • Steve Scaysbrook

    Logos are not meant to tell people what you do, they are there to provide a link to you, people see the logo and immediately think Chris Brogan, My logo does not say Architectural Technologist, but when my clients see it they know me, or my company. I like the B, keep it its you.

  • http://twitter.com/vistainteractiv Vista Interactive

    Logos do not need to communicate what you do. They are for identity. Perhaps this post should be titled “What I Be”.

  • jefflogden

    One of management guru Peter Drucker's favorite questions was “What business are you in?” I think you answered it with an economy of words, which is an art form in itself.

    Jeff Ogden, the Fearless Competitor
    President, Find New Customers
    http://www.findnewcustomers.net

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  • http://twitter.com/jonburnspro Jon Burns

    the logo looks like a stoplight to me
    chris always makes me stop and think.
    perfect.

  • http://www.martinkoss.com/ Martin Koss

    The logo may have changed but the “brand” is as good and as strong as ever. Isn't that the hope of any business owner who decides to 'change' and 'freshen up a little'?

    It takes a big leap for any business to 'change' but those that do get to at least see what (if any) difference it makes (it can always be changed back if the impact is negative) and those who are too afraid of change sit back and forever wonder “what if”… Some say you gotta have “balls” to make dramatic changes that effect how people perceive your business and if it could impact the instant “oh yeah, this guy does… xyz …” recognition, etc., but it can (and does) work.

    So many people already know what you do (roughly) and many will have seen these changes as a step in your (previously mentioned) 'new direction' whereby you (head-shot removed I see) are not the 'be all and end all' of your business(es).

    Anyone who hasn't heard of CB previously (where have they been?) won't have to dig too deep to work out who you are and what you do so the logo could be a B or a C or a boiled egg – ultimately you have a strong brand – like Starbucks – you think Coffee, Chris Brogan – you think useful, usable, consistent value – darn worth listening to!

    The double glazing firm I work with have a spire as their logo – they've never installed windows in a church of any kind but it's the name that is their brand, their reputation – what others say about them. Your reputation is the same even if the photo is gone and the CB is now a B…

    - oh the 'boiled egg' thing – maybe not my best idea of the day but it was a long night!

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  • http://www.looble.com/ deceth

    It looks like a centrifuge to me.

    Chris always causes more dense substances to separate out along the radial direction. Well maybe not along the radial direction, but still, I see him weed out a lot of dense substances in the comments.

    Perfect.

  • http://www.looble.com/ deceth

    Honestly though, whenever a company has a 'B' logo, there is a bumble bee somewhere. Chris should add a bee, am I right?

  • http://www.looble.com/ deceth

    Imma be on the next level
    Imma be rockin over that bass treble
    Imma be be be be imma imma be

  • http://www.bayareashredding.com Karl Johnson

    I think the new logo is very well done. It seems to convey authority with the large b and the red color. I also like the font, it is very modern and clean without the serif. A logo does not always have to show exactly what you do. Take my logo for example, it is a cutout of Northern California. Do I work with the state government? No, I provide document shredding services. But it is relevant to the area I service and memorable to my clients as a unique brand. Bottom-line you have a good logo that will be recognizable regardless of where or how it is used and even if people do not like it I'm sure they will remember it. Even if people hate it at least you got them talking.

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  • http://www,leschinskidesign.com picard102

    Can't help but think of the MTA when I see this new logo. It also has some odd relation to the negative spaces in the circle, and the typeface chosen for both portions.
    On the plus side you could start blogging about schedule changes to that line.

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