|
|
|
 |
Logo-ize For Instant Identification & Increased Awareness
The task of creating an indelible impact on the memory of your target market is arduous but can be made much easier with a well thought out logo. The word comes from the ancient Greek where it was used in philosophy and theology to mean "the divine reason implicit in the cosmos, ordering it and giving it form and meaning." The function of a logo in today's business world is much the same - to make the visual identification of your company implicit by giving it form and meaning. The form and meaning of a logo are expressed in three elements - name, slogan, and icon. Think for a moment of the fabulously successful sporting goods and apparel company, Nike. The name obviously, is the name of the company. The slogan "Just do it" explains the meaning, philosophy, or emotional expression of the name. The "swoosh" icon is a visual representation of the name. Together the name, slogan and icon form a powerful "logo-ized" representation of the company which is vital to the brand. Today, because of their constant use, logos of many national companies (think Nike, McDonalds, Travelers Insurance) are indelibly imprinted somewhere in our brains. While the logos of most companies will never attain that level of memory retention, it will be a great advantage to make their logo more memorable and identifiable to their marketplace - the prospects, clients, and possible prospects in the geography or industry they serve. Here's the first step. Get out your business card. Look at it. First see if you actually have a logo (name, slogan and icon). If you do, and it is over three years old, analyze it to determine if it is still relevant or whether you may benefit from a "logo makeover." If you don't have a viable logo, get to work on the missing elements starting with the slogan that describes the business, its products or services and the emotional benefits of the company in very few (1 - 7 words) catchy words - this will take time and worthwhile effort. Lastly, have the name and slogan visualized graphically. Increased retention and understanding of your company will be the immediate benefit that goes out to your marketplace with every communication so logo-ize and start communicating better now. Larry Galler coaches and consults with high-performance executives, professionals, and small businesses. He is the writer of the business column, "Front Lines with Larry Galler" Sign up for his newsletter at http://www.larrygaller.com
MORE RESOURCES: |
|
|
|
RELATED ARTICLES
Does Your Message Pass the Test? Develop an effective benefit message and you're well on your way to building your company's entire marketing program. After all, you need focus to create success. Three Brand Identity Myths That Will Bring Your Business Down To begin, let's define "Brand Identity," which is the combination of consistent visual elements that are used in your marketing materials. A basic Brand Identity Kit consists of a logo, business card, letterhead, and envelope. Simple Risk Reversal Formula Will Send Your Sales Into Space (1 of 2) Make A Bold Promise Then Back It Up With An Awesome GuaranteeOnce you know what problem you, your service or your business can solve or what genuine benefit you can deliver then guarantee it!A bold promise backed up with an awesome guarantee:* Enables You To Significantly Raise Your Price* Gives You A Genuine Differentiator* Increases Sales and Commitment* Demonstrates Rock-Solid Certainty In Your Abilities - People Find This Confidence Very AttractiveIf you don't currently guarantee what you do then I bet it's down to one of these three things.. The Face of Your Business, Part I When we initially started our businesses, we had to decide how we were going to market ourselves. Kind of an obvious statement - every business has to do that. Self-Marketing: The I Focus Ever had one of those conversations where you wondered what the topic was and the only word you could identify was "I"?As a marketer, I often recommend marketing yourself. However, there comes a point, rather quickly in any conversation when the other person tires of hearing "I". Managing the Corporate Brand - a Reputation Perspective Adored, respected and coveted by customers and organisations alike, corporate brands represent one of the most fascinating phenomena of the business environment in the 21st century. Their importance is unquestionable. Santa - The Brand Every Christmas Eve, a burglar named Santa busts into homes around the world, but he has never been charged with B&E. He has one of the best, most positive brands around and it continues to inoculate him against any hint of impropriety, as it has for generations. Brand Your Name! Have you ever thought about branding your name? Does the idea sound too egotistical for you or does it make good business sense? Let's examine personal name branding and how it can help you achieve the recognition you need for your business and put you quickly on the path to success!Promptly upon receiving my layoff notice from my position of nearly eleven years, I decided I needed to venture out on my own. I formed a limited liability company and named the concern after my name. Brand Your Consulting Brilliance Today's competitive marketplace for consulting services is no longer responsive to the marketing strategies that worked in the past. The services you provide should speak volumes about your consulting business. Logo Files: Versions Of Your Logo That You Should Own Your logo is the most important graphic element in which you will invest for your business. You should own the logo in many file formats. Branding Fiasco -- Better Be Who You Say You Are! Our experience as customers offers great instruction into the concept of branding. Come with me on a recent "experience" and you'll see what I mean. Brand Strategy - Brand Value - Brand Identity Guru Developing brand strategy is extremely critical. The most important asset your company has is its brand. A good logo vs. a FABULOUS logo If you had a choice, which one would you choose, a good logo or a fabulous logo? Think about it for a second here, although I know the answer is crystal clear. Because many of us settle for a good logo created by a credible logo designer just because he or she is a credible logo designer who charges low prices. Fast Forwarding Your Business If you think only big corporate names need to think about things like brand names, think again. Your brand says a lot about you and your business, and that's as true for a one person home-based operation as it is for a multinational conglomerate. Profitable Partnering Become your customers top-of-mind choice.Some of these snapshots of real life SmartPartnership success stories can be adapted to help your kind of business (or non-profit or government agency) thrive?1. Brand Identity Company - Brand Identity Guru Hiring a brand identity company is very important. In every marketing campaign, your company should have a solid brand identity on which to hang its hat. Brand Awareness - Brand Identity About once a month a few of us at the office get together during lunch for what has become known as a SWAP meeting. We share thoughts, stories and sometimes play Pictionary. What the Heck is Branding and Why Should I Care? There's been a lot of buzz lately about branding. But what exactly is it, and who needs to do it? Simply put, a brand is what makes your business uniquely YOU! It's the way you present your business and how the world perceives it. Eye On The Pie: Branding From an Investors P.O.V. When building a business as a brand it's important to avoid a myopic view and consider another important aspect of the business game as well-- investing. After any amount of toil and hard work to create a valuable product, service or company the big game is when you go public-- when money-minded people want more, they want a piece of your brand pie. Brand Love, Part 2 Last issue, I talked about increasing your Brand Love-- meaning to increase the affection that prospects and customers feel toward your business.Why?Because increasing "affection" will build relationships.
|
| home | site map |
| © 2006 |