Starbucks just unveiled their new logo featuring their well-known green siren but with one dramatic change – the words “Starbucks Coffee” have been dropped from the logo.

At first I thought, “What the heck? Why would a company drop their name from their logo? How is that a sound marketing strategy?”

But then I thought about it. Maybe it’s an act of shear brilliance. Maybe it’s Starbucks’ way of saying, “Hey, we are Starbucks and everyone knows it.” Maybe it’s their way of keeping pace with our fast paced world where less is sometimes more.

Strong brands don’t need their name attached to their logos. Everyone recognizes the Nike swoosh, the McDonald’s arches, and Apple’s… apple. Maybe the world’s strongest brands don’t need a name next to their logo because it’s redundant. And who has time for redundant?

I think the same can be said for people with strong brands. Oprah certainly doesn’t need a name badge and Lady Gaga probably doesn’t either.

In both the cases of well-branded products and people, the name has almost become irrelevant because the brand emotions and attributes have become more powerful.

Can you imagine a professional life where you are so well-branded, so unique in what you do that you are immediately recognizable for what you represent and your name is just a mere appendage? Maybe it’s not a pipe dream.

Take some time this year to think about your professional brand and unique value proposition. Strip away the irrelevant, redundant, and outdated information. Be bold and take risks conveying who you are and what your market differentiator is. You may just find that your newly pruned image is a much stronger brand than you thought.