Logos are EVERYWHERE. We’re obsessed with slapping them on everything from t-shirts to water bottles, hoping to make a lasting impression on anyone who sees them. But let’s be honest—how many logos can one person remember? And more importantly, do logos really build meaningful connections with our community?
Think back to the last conference or networking event you attended. What do you remember most? The sponsor’s logo on the banner or the meaningful conversation you had with a fellow attendee? The laughter, the exchange of ideas, and the new relationships formed – these are the things that truly make an event memorable.
As leaders, we need to shift our focus from impressions to connections. It’s not about how many people see our logo but how many people we can genuinely engage with. We need to move beyond the superficial and create a sense of belonging within our community.
Our Dance Floor Theory leadership training teaches that the more friends (connections) you have on the dance floor, the more fun (engagement) the dance is, and the longer it lasts (retention). It’s simple: when we have meaningful relationships, we’re more likely to show up, participate, and invite others to join in.
Your people don’t need another flyer or logo-emblazoned T-shirt; they need a friend, a mentor, and a sense of community. They need to feel seen, heard, and valued, and that’s exactly what we need to deliver.
Creating a Culture of Connection
So, how can we create a Culture of Connection that prioritizes people over logos? Here are three steps:
Step 1: Look Beyond the Logo
When planning your next event or marketing campaign, don’t just think about how to get your logo in front of as many people as possible. Think about how to create meaningful interactions between people. What activities or experiences can bring people together and foster connections?
Consider:
- Hosting roundtable discussions or workshops.
- Creating opportunities for one-on-one mentorship.
- Designing events that encourage collaboration and teamwork.
Step 2: Focus on Shared Values
Instead of trying to impress people with your logo, focus on shared values and interests. What do your community members care about? What problems do they want to solve? When you focus on shared values, you create a sense of belonging and connection that goes far beyond a logo.
Ask yourself:
- What are the core values of our community?
- How can we showcase these values in our events and marketing efforts?
- How can we empower our community members to live out these values in their daily lives?
Step 3: Measure What Matters
It’s time to rethink our metrics for success. Instead of measuring impressions or views, let’s measure connections and engagement.
Ask yourself:
- How many meaningful conversations are happening within our community?
- How many relationships are being formed?
- How many community members are taking action or getting involved?
By focusing on connections over impressions, we can create a Culture of Connection that truly makes a lasting impact. We can build a community that’s not just about a logo, but about the people, values, and relationships that matter most.
