Dating back to 1998, Google has quickly become one of the most recognizable and reputable companies in the technology industry. Starting with a simple product designed to search the growing world of the Internet, Google has since evolved to cover new ground in software, advertising, and cloud computing.
Google’s intentional presentation of its brand is very minimal, a strange move in the world of brand rhetoric. Instead of focusing on developing an image, Google tries to establish itself through the quality and usefulness of its technological products. Even so, Google’s commitments to its workers and internal cultural beliefs have helped build a solid public perception of the company.
Ethos (Authority)
Google’s ethos isn’t something it proudly touts through advertising. Instead, its authority has slowly grown primarily from the vast amount of web traffic its search engine receives. Google was such a tremendous industry leader early on that the brand name evolved to become a colloquialism for searching on the web. It has become so ingrained in our heads as the go-to solution, that the company really has no need to directly develop its ethos further.
Even so, Google engages in a number of “give back” programs and charitable endeavors, building its image as a reputable social contributor.
Pathos (Emotion)
The pathos of Google stems mostly from its corporate culture and its informal motto, “don’t be evil.” Google is well known for treating its employees well, with high salaries, luxurious benefits packages, and a fun, stimulating workplace. This emphasis on treating people well indirectly appeals to the public’s emotions, subtly increasing their conception of Google as a “good” company. This element walks the line between pathos and ethos, giving the company a good reputation while simultaneously making people feel good about the brand.
Logos (Logic)
Google’s elements of logos stem mostly from its emphasis on simplicity. While mostly indirect, Google works to maintain an image of minimalism that helps many users make a final decision for their technology provider.
While most of Google’s brand reputation comes from its sheer dominance of the marketplace, the company does make a notable effort to improve its authority and appeal to emotion with its cultural values and charitable works.
