Archive for the ‘Branding’ Category

Ways Leading to an Excellent Small Business Branding

Tuesday, June 30th, 2009

As a small business proprietor, it is important for you to understand the benefits that you will enjoy from being able to promote your branding. Granted, you don’t have the budget for big-time promotion like larger companies do, but you can still make do with what you have. Just because you’re small, it doesn’t mean you don’t have as much chance as the bigger fish.

Relate More to Your Consumers

There are two things that you should remember when creating a brand for your small business. First, in creating a tag line, you should create a consumer-oriented slogan. Consumer-oriented tag lines are those that specifically point to your position in relation to the consumer, not the competitor. This way, the consumer can understand the benefits that they can enjoy from your brand.

One good example is the Nokia tagline: “Connecting people.” This two-word advertisement is very powerful, and it is to this slogan that Nokia owes it’s success. This is because patrons understand that Nokia’s phones are connecting them with each other, and thus, a greater appreciation for the brand is instilled in the consumer’s mind.

On the other hand, competition-oriented tag lines are those that point out how superior your brand is compared to the competitor. An example would be Coca-Cola’s “The Real Thing, ” which would imply that the competition is not as real as Coke’s products are. However, the meaning is lost to the consumer. As a small business owner who cannot afford large-scale advertising to support that claim, it is not wise to risk such a move especially at the start of your career.

Make Your Brand Visible

After you come up with a logo and a tag line, the next thing you should do is to promote it. Here are some inexpensive ways that you can implement your brand and market it to your consumers:

Use it in every correspondence you make.

When you write e-mails or business letters, make sure to include a letterhead that sports your logo and your tag line. This is one way of instilling your brand into the minds of your customers and potential clients. Your calling cards should also have a copy of your logo and tagline in it. The point is that you are marketing your business, not your identity as a proprietor.

Interact with the community.

When you can, participate in any community-oriented activity in your community. You can organise outreach programs or sponsor events. When you are interacting with your community, your logo and tagline should be visible all throughout the banners, streamers, and advertising paraphernalia used when promoting the event.

You can also try and solicit the advice of the people in your community through surveys and interviews, with the people who conduct these activities identifying themselves as part of your business.

Use the Internet.

The Internet is a giant repository of valuable information. To show your commitment to the people, publish articles depicting your knowledge about your market. Always include a tagline that leads back to your website, as well as information about your company and brand.

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Answers to Some Logo Designing Questions

Saturday, June 27th, 2009

The importance of logo designing and its role in brand establishment is evident to any business. They are the symbolic representation of an organization. Its designing can be done at highly customized levels. Logos should be designed in vector graphics since this medium has the capacity to easily enlarge or shrink images without affecting their quality. The main intention of a logo is to create brand awareness among consumers. A logo gives identification to a company among its competitors, as customers associate a logo with an organization. Any brand that has become a household name has a logo for its market identification.

What is the importance of logo redesigning?

The logo that is re-designed can be done partially making few changes in the existing one, or design an entire new company logo which acts as combined representative of the organizations. Sometimes companies undergo merger, so their websites need to have a new logo for them. When two or more business entities decide to merge for a common goal, mergers and acquisitions take place. There are times when a particular product or brand reaches the saturation level and stops to give the desired profits. In such circumstances brand makeover helps, logo redesigning is one of the main step. Logo redesigning gives a new public image to a company. Logo redesigning can rectify any errors committed previously that aimed towards incorrect customer targets which gave negative image to the company.

Describe various forms and types of logos?

Symbol logo is devoid of letters and words, it contains only images, shapes and symbols. Many unspoken messages can be communicated through selection of symbol which has to be made very carefully as it might have diverse meanings in different cultures, especially when your business is spread globally.

Text logo contains mainly your company’s name, here graphical elements can also be inserted. Borders, lines, boxes, letters, etc can be used in logo designing for better interaction. Text logos should have trademark protection which would make it unique and outstanding.

Combination logo consists of both graphic image and business name. It works best for business that are small or medium sized, or a company that has started their business recently. This logo type helps in creating strong brand recognition and is visually very strong.

Those were some very initial questions of logo designing been answered. It is a very vast field and have very high contribution for brand establishment in the market.

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Good Branding Will Build Your Business

Saturday, June 20th, 2009

Many companies clients initially call my company because they want a website design or a new logo. Often their motivation is because they are losing market share or their word-of-mouth referrals have gone down or their competition has stepped up their marketing.

And a website design and new logo are very powerful tools to drive business to your company. But, on their own, will not create long-term, sustainable growth for their company.

For this, it takes the comprehensive power of branding.

To meet their business growth goals and increase their revenue, we take our clients through a process to create a comprehensive marketing and branding strategy. It starts with an assessment and industry/competitor research. From there, we create our branding recommendations. These are action steps that our clients take to communicate their brand to their target audience.

A strong branding and marketing strategy is an investment that will pay dividends for years to come.

And so that we’re all on the same page, when I say brand, I mean the emotional connection that your customers have with you. It’s their immediate recognition of your logo, website, and other marketing materials. It’s their fierce loyalty to your company. It’s the ease with which your customers can spread the word.

Let me give you the perfect example of brilliant branding. Apple. Think about the Mac users you know. Now go to a couple of them and casually suggest that they switch to a PC. Then stand back a little.

Listen to them rant. Watch them turn all red in the face. Smell the angry sweat. And feel the waves of indignation.

Now that’s the power of effective branding.

As information continues to bombard us and consumers face infinite choices, services and products quickly become indistinguishable commodities. A strong brand is what will make your company stand out in a very, very crowded marketplace.

Strengthen your brand to powerfully communicate your company’s value. People ultimately make their buying decisions based on emotions, not logic. So you want your brand to powerfully connect with them on an emotional level.

The best brands are memorable, authentic, meaningful, differentiated, sustainable, and recognizable. So make sure your company carefully orchestrates its marketing to impact your customers and prospects across many different touchpoints from your logo to your website to your brochure. Over time, they will develop powerful loyalty to your brand, which will enhance sales, customer retention, and word-of-mouth referrals.

Take Away Point: Good brands build powerful companies. Ineffective brands undermine success.

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Logo Design Prices – Cost Comparison of Five Options

Wednesday, June 17th, 2009

How much should a logo design cost? The correct answer to this popular question is anywhere from nothing up to hundreds of thousands of dollars.

To say that ‘you get what you pay for’ would be true most of the time but not all of the time. If you are not working with trusted professionals then logo design can be ‘hit and miss’. There are many cases where businesses have spent a lot of money and received poor designs and cases where companies have spent only a little and ended up with fantastic results.

The Internet has made the process of getting a logo design easier and more affordable than ever before. Many logo design firms have sprung up on the Internet and by using the Internet as a platform to do business have been able to reduce overheads and still offer a quality service.

In this article we explain how price should not be such a priority when it comes to getting a logo and then we look at the price ranges for some of the various options.

The Importance of Price

Price is often the first thing that people think about when looking at various options for logo design. It is great to get a good deal with a cheap logo design and to try and save a bit of money but stop and think for a moment about how important a logo design is to your company.

With your logo being on your stationery, website, building signage, advertising and even on vehicles it is often the first aspect of your company that customers come into contact with. Within a few seconds consumers will subconsciously examine your logo and create their first impressions of your company. These first few seconds are very important in conveying the right message to them and the quality of your company logo can in some cases help to determine whether you get those customers or they go to the competition.

Your logo is an integral part of your organizations marketing plan and a fair amount of the company’s budget should be allocated to it just as a healthy budget is usually allocated to other marketing activities.

Spending $300 on a Logo may seem like a lot but if you spread the cost out over a period of say 10 years it only works out to a few dollars a month (a small amount compared to a monthly marketing budget that could run into hundreds or thousands of dollars).

With these thoughts in mind it becomes clear that maybe price shouldn’t be the main focus when shopping around for a logo provider.

So let’s examine some of the options available to you when it comes to getting a logo, starting from the lowest price range and finishing at the highest price range.

The Free Model

There are plenty of ‘do it yourself’ logo design templates that are available online for prices that range anywhere from free up to around $30 or $40. You can create a basic design with some clip-art or purchase a ‘ready to go’ template, customize the name to suit your needs and you then have an instant logo for your business.

Some companies give you the chance to browse through hundreds of generic designs suitable for various industries and then order one that can often be downloaded immediately.

The downside with these options is that some of the components that users can incorporate into their logo design such as shapes, symbols and clip art are unoriginal and in use by many other businesses. Without any design experience users usually end up with amateurish looking logos and sometimes even have to include a small credit on the logo referring to the site that was used to create it.

You must also consider that you may not have ownership rights over your logo design as these rights may be retained by the website that sold you the design.

Logo Design Software

You can now purchase some quite sophisticated logo design software that can assist you in the creation of professional looking logos on your home PC. The downside is that the better software packages can be expensive, there is a bit of a learning curve related to using the software properly and these packages still require some artistic input on the part of the user. Why would you bother really for only one or two logos if you are not a design professional?

Custom Logo Design

This option is the one that I recommend above all the others. By having a logo design tailor made by a graphic designer to suit your company’s needs you are assured of getting an original, professional looking design that is suitable to your requirements. Your logo designer does all the design work while you, as the customer still get a considerable amount of input into the design process. Most reputable custom logo design firms will ensure that their work doesn’t infringe on the trademarks of other companies so you can be guaranteed ownership rights to your logo.

Generally you can get a good quality custom logo design online for between $150 and $350 depending on the complexity of the package that you order (the number of initial concepts, the number of designers working on your case and the number of revisions that are permitted).

Design Competitions

There are now several websites that allow you to hold a competition for your logo design. Firstly, you put up a prize which usually has to be around $300 to $400 or more and a briefing for designers to understand the project. Then, designers from around the world submit their designs and you choose a winner who is awarded the prize money (after the website deducts their commission).

This method can work well if your offer a prize that is a considerable amount and you get a good response from designers. However you should first confirm with the website that you will have ownership rights to the winning design that you select. This method, while an interesting concept, usually ends up costing more than a custom logo design though and offers a little more risk as well.

Traditional Design Firms

For larger companies with huge budgets, meeting with designers face to face to communicate is still the preferred method. This is the most expensive method though as it usually involves several meetings and discussions with designers at their offices. Prices for this kind of personalized service usually start at around $500 and depending on the firm and the importance of the project costs can be much more than this. The great thing about online design firms is that they can cut costs by avoiding coffee drinking sessions with clients and can operate out of cheaper office space instead of fancy design studios.

Think about why you need the logo. If it’s just for a website or a short term project you should be fine with some of the cheaper service providers. If, however you are building a future Fortune 500 corporation then you may want to spend at least $200 to $300 and possibly a lot more to make sure that you are starting off with a great logo design to suit your aspirations.

How much should a logo design cost? It should cost as much as you are prepared to pay. But remember that price is not everything when it comes to such an important decision for the future of your business.

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How to Design Your Authentic Business Brand

Saturday, May 23rd, 2009

Branding is yet another necessary element to every business that is almost always overlooked by small business owners and solo-professionals. Most people believe branding is for big companies. But the truth is that even if you haven’t consciously designed your brand, your business has an essence and you are putting that essence out there consistently. So why not do some identifying and analysis once to become clear about what you intend to project with your business. It can make a huge difference in the type of people you attract into your business and how the market reacts to you.

There’s a new paradigm in marketing called “attraction marketing”. The days of hype and hard selling, shouting, and pressure are over. A good brand design allows your business to target its market authentically. And now more than ever, people (the market appreciates that). Defining your brand allows you to steer your potential customers away from their “pre-conceived notions” (they are always incredulous), and makes emphasis on the importance of understanding your ideal customer, making you incredibly irresistible because you are coming from a place of authenticity. This type marketing is especially important for solo-professionals because “you” are the business.

When a business owner comes from a place other than just making a sale, customers are magnetically drawn to you. That is what designing an authentic brand is all about. It’s defining your core values in a such a way that it will set you apart from your competitors. It’s not just about portraying a pretty picture to the outside world it is about portraying the uniqueness and diversity that you possess. Once you have defined these values, they are what you use to guide your business.

Here are 6 Steps to designing your authentic business brand:

1. Begin with the end in mind. Know where you are going. In order to take the right steps toward success, you must have a clear vision of what your goals are. From here
you build up your brand.

2. Identify your unique qualities. Being authentic means knowing yourself and communicating that to the world. Forget about portraying something you are not in the hopes that you will be liked. It won’t work. Instead, be bold and true to the characteristics that make you who you are. These qualities are what make up the essence of your brand.

3. Identify your target market. Knowing who your ideal market is allows you to craft your message from a place of understanding. If you understand your market, they will be attracted to you.

4. Package your brand. Once you know what you are all about and who you are all about, create your brand features. Prepare a brand statement and tag line that consistently tells people what you are all about and present it all with an image that is consistent with that. If you are about innovation and power and are packaged in a conventional and dull fashion, you are not being authentic.

5. Know that your brand is connected to everything you do. Your brand is your business personality. You can never set it aside. How you dress, project yourself, communicate, show up and what you carry with you says everything about your brand. Make sure there is consistency at all times.

6. Evaluate your progress. When you have positioned your brand and it has become recognized by your market, continually evaluate what is and isn’t working for you. Successful businesses continually work on their brands so that it is of importance and value to its target market.

Remember that designing your brand is about setting the stage for how people consider you as opposed to someone else. And even if you don’t care about branding yourself, your brand is already there. It’s a part of you. So become aware of that. Identify the essence of all that is already there and let it be teh guide for all you do and create in your business.

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How to Talk to a Logo Designer

Friday, April 10th, 2009

Everybody wants to receive a logo that meets their expectations. So what should you do to achieve this goal? There are 3 easy steps that you may consider to follow.

First of all, come up with a general idea or vague picture of the logo you want for your company. For example, if your company is selling food for pets, then you may want an image of a dog or a cat. You may also discuss your logo idea with a colleague, a business partner, or a close associate so that you may gain a few insights aside from your own.

However, sometimes you may be completely lost about what you want for your company’s logo, in this is the case, try checking out the logo designs of your competitors. Take notes about the elements they have and try to think about ways to incorporate it to your own logo design. Once you take your notes and think about what you want, you may write everything down and show it to your logo designers, this will surely help them in the designing process and your chances of getting a logo design that you like will dramatically increase.

The real key for the perfect logo is clear communication between you and your logo designers. If you receive a logo that doesn’t meet your expectations, you cannot always put the blame on the designers, you need to ask yourself:

Did I try to consult the logo design website or company before I made my logo purchase? Did I clearly specify what I like or what I want for my logo? Try to provide as much information as possible when placing your order, this way you will narrow the possibility of mistakes and will save a lot of money.

Follow these 3 simple steps and you will get the logo design you deserve.

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Why Does My Company Need A Logo?

Saturday, April 4th, 2009

Do you think that good products, reasonable prices and a pretty website are enough to build a successful company? Don’t you feel that something is being left behind? Yes! You need a corporate logo for your business. How comes? Have you noticed that when you recall the business that you use the most, their logo comes to your mind almost instantly? This is because logos are memorable and meaningful symbols, as we are visually driven by nature, it’s extremely easy for us to remember images. When we remember the symbol- the logo design in this case, we will easily remember its significance. The role of a logo is invaluable in one’s business marketing.

A logo gives your target clients the first impressions about your company. If you have a professional logo, it will clearly communicate who you are and what your company offers. The first impression is the one that sticks, and it couldn’t be any different in the business circle. A logo design that stands out will certainly give a positive first impression about your company to your customers and even your rivals.

A good logo design will make your company look more professional and will help building trust among your potential clients. If attracting new customers is one of the goals of your company, a professional logo can help you gain a great deal of credibility. A well designed logo will surely strengthen your business and will also motivate your employees by giving them the feeling of belonging somewhere, it will show them that they are part of a team, which will lead them to work harder and really care about the company itself. I am sure that at this point you can already see the benefits of having a logo, so, why not get a professional logo design for your company?

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Logo Modification – Think, Reflect, Act

Wednesday, April 1st, 2009

Have you noticed a drop in your business sales in recent times? Has the focus of your business shifted gears gradually? Is your brand unable to inspire your customers any more? If your business poses such questions before you, it is time to lend some serious thought to improve your brand identity. Needless to say, your logo is your brand identity and should therefore reflect the vision of your business in true light.

Businesses undergo lots changes with the flow of time. Over the years, many small businesses are converted into large business firms with different interests and vision. Herein crops up the need to pay attention to its brand identity. Your logo should reflect your organization’s central motif so as to keep in touch with its business. For instance, a script type face cannot be associated with a car repair business. Your logo design should make the customers associate the brand with its product.

An important point, not to be overlooked, is the functionality of a logo. Your logo should have the ability to be incorporated into any context. Besides, it should be legible enough to be printed in both paper and cloth. To produce such an effect, use of ’spot colors’ is highly recommended. Besides, ‘spot colors’ also prevent the mixing of all the inks at the print shop. It’s best to avoid complex images or shading as they are unlikely to produce the desired effect.

Prior to giving the green signal to your new logo design, it is very essential to do your homework. Analyze the logo designs of your competitors to ensure that your logo does not end up looking like their replicas. ‘Unique’ is the term that best describe a good logo. In case your logo design bears similarity with your competitors, you might end up confusing your customers. This might even lead to your company being branded as a duplicate one. So beware… don’t let your logo resemble any of your competitors!

It is best to hire the services of a logo design company to lend full justice to your logo. Such intricate aspects of designing as space, form, consistency, and clarity could only be dealt by a professional logo designer. Only a professional logo designer can give your logo design a unifying look. The lines, spacing, and shape should be able to create a sense of unity. Positioning, weight, and balance should be able to attract attention and affect how the onlookers understand it.

To conclude, your logo design should be able to exude the feeling of being the right one! In case, you try to design one for yourself, make sure to produce the right feel. If you fail, consult a professional logo designer. Hiring the services of any logo design firm can give you enough scope to pick the design that suits your business best. Do not forget: your business is your identity, don’t mess with it!

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