If you owner a multi-million dollar company, this article might not be for you. However, if you’re a small organization on a tight budget and want to learn how to brand your business read what I see in this article.
Large companies often spend millions to create a brand message, but the ones that stick in our minds kost are based on simple concepts which have a creative spark.
The secret to branding is that it can be used creatively without explanation. One great example that stands out for me is when Target promoted the reality TV show Survivor, before it was popular. They plastered their elegant, bulls-eye logo all over the show. Although Jeff Probst, the host, mentioned the company’s name a few times in the show, the large red concentric circles reminded people throughout the show of the store. It worked and Target got a ton of mileage from that branding idea.
You and I migt not have the budget Target or any large company does. However, if you’re creative enough, you can come up with a multi-million dollar like campaign without spending your mortage money.
Create a logo that stands out
A good logo will go a long way so spend some money getting a nice one. Unless you can create one on your own, which looks professional, you should hire an expert. There are designers online to help you create an image that lets people know what you and your company stands for instantly.
According to Entreprenueur, “While brainstorming logo ideas by yourself is a crucial step in creating your business image, trying to create a logo completely on your own is a mistake.”
You don’t need to spend a fortune to find good help. To save money, have a rough idea of what you’d like. Brainstorm with friends and do some basic research on your own. This can be lots of fun, but don’t spend months thinking about this. The real money in your business is made based on your marketing efforts, not on having a fancy logo and tag line. Swipe log ideas from other companies. Determine which ones you like and which you don’t.
I beat you want to know What makes a good logo? There are a few key items that make for a logo fantastic. Ask yourself, if that logo is Functional. Will it work on a letter head and business card? How about a large poster? Make sure the pixel size is high enough for large posters. High resolution images (2500×2500) are best, even though they cost more.
Use Original artwork
If you use clip art, it will be obvious. Have your designer use original art that they create from scratch. This will cost more, but worth the extra expense. An electrician might have wires in his logo or a bolt of electricity. A big diamond ring would not be a good choice.
Select a logo that will work for the next decade. It should be evergreen. For example, a picture of a stocky man doing the Gangnam Style dance probably won’t mean much in seven years (at least I hope it doesn’t).
Watch out for complex logos. A complex logo might confuse potential clients. Keep the drawing clean and simple, like target’s bulls-eye logo. Take all of your ideas and any sketches to talk to whoever you get to help you create the final logo. The more you tell them the better job they’ll do.
If someone were to ask you if you wanedt a Coke or Pepsi, you would immediately know you’re being asked about a carbonated cola beverage, although there are distinct differences between the two products. Both of these major cola companies spend millions of dollars trying to coerce you into having a definite opinion about which one you prefer.
How do you accomplish this same brand recognition on the Internet? You need to build a site that displayes your organization’s uniqueness. You need advertising that draws customers.
Defining your brand distinction
Every company has a value proposition that defines why people should do business with them. You may never have clearly defined yours, but it exists nonetheless. You might have the lowest prices or the largest selection. You may have unique products not available anywhere else. Perhaps you offer live customer support and your competitors only offer email support.
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