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Are you attractive?

Posted By: Liz Wingett  |  Add a Comment

As the battle for customers intensifies each day, it becomes easier to understand the invaluableness of a strong brand. Branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you how attractive you are:  the only business around that provides the right solution to their problem.

Your logo is like a small ad for your company. Without strategy behind it, a logo can put across the wrong message and in return weaken your strategy. Furthermore, it’s important to keep your brand message consistent to help increase consumer recognition.

A logo’s design should make us immediately recognize the company—it should inspire trust, admiration, loyalty, and an implied superiority. When you hear about branding, it’s not uncommon for people to mistake their company logo as the company’s “branding”. In actuality, your logo is only one piece of your branding strategy.

To understand what a logo is meant to do, we should first know just what a logo is:

  • It is a symbol that has the power to provide consumers with instant recognition of your business and the services or products that you offer.
  • A logo’s shapes, colors, fonts, and images usually are different from others in a similar market.
  • It is used to identify organizations and other noncommercial entities.
  • Your logo should reflect professionalism and growth no matter how small your company is.
  • Make sure that the logo you select is not dated but can be used effectively year after year. Keep in mind it is how consumers will recognize your company.
  • A good logo is distinctive, appropriate, practical, graphic, and simple in form.
  • It should have a concept, or meaning, behind the logo, that allows it to communicate the intended message.
  • It should be printable at any size and be effective without color.

Keeping all these things in mind, it would be safe to say that a great logo usually comes down two things: a great concept and expert execution. Bringing in the experts will help you bring your brand strategy and values to life.

You should look as good as you are.
A strong branding strategy uses design to communicate a message that attracts the target audience that you want to attract — a message that creates confidence in your brand while differentiating between you and your competitors. Does your logo fulfill this mission? If your answer is “no” it may be time to consider strengthening your brand strategy and looking at a new logo to re-position your company.

Glossary
Brand A name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

Brand Equity The value of the brand in its holistic sense to its owners as a corporate asset.

Brand Image How a brand is actually perceived by customers and constituencies.

Brand Loyalty When consumers’ disposition toward a brand is so favorable that it creates a “barrier to exit,” making it difficult for other brands to compete.