You will have seen in the new web site that the Vidoop brand has got a new look. What has changed is the font style, the dropping of the shield, the incorporation of the infinity symbol within the word, and the separation of our brands into the three business areas we have namely; password management for consumers (myVidoop), multifactor authentication (VidoopSecure) and identity management for businesses (VidoopID).

So what is the rationale? Vidoop is unique in look and name which is a good thing as it means the brand has equity. However like all things we need to review and recalibrate dependent on new findings, always trying to increase equity, and this is what we have been doing. Before we talk about the look lets define “equity”.

So what is ‘brand equity’ ? Like most things there are many definitions but the one I like is that it is the premium a firm can obtain relative to competitors, from selling similar products. It’s a real and realizable value and is a function of:

1) AWARENESS (do customer targets know who you are), and
2) IMAGE (do customer targets know what you stand for), and
3) LOYALTY (do customer targets stay with you).

The new logo is only one element that influences equity. In fact the greatest influence usually comes from how we want to position the brands, or make them stand out relative to competition. We now know a lot more about who are competitors are, and about our target audiences and how we can be distinct and offer real value to them.

So the logo helps define who we are (the ‘image’ element above). In our case it underscores that we are: bold, confident, innovative, simple and straightforward. These qualities ally well with what we see our role in the internet ie. todevelop innovative solutions that make it easier for users and businesses to engage with each other securely on the Internet.

The infinity symbol has many good qualities. It has positive (and tested) equity of its own, reinforces security, identity, user centricity and omnipresence. We shall use it in a variety of new ways, always helping reinforce who we are and so increase that elusive equity, so watch this space, more to come.