Your logo your brand - building recognition

You are surrounded by brands. Just a brief look around and you will notice that they are everywhere, on your computer, your shoes, your clothing, even on your coffee cup.

When you see and recognize those corporate logos, you are not just looking at contemporary art; you are looking at a brand.

Your customers will automatically link your image to what you do if you have a strong brand. All businesses need good brand identity, no matter how large or small.

The marketplace if flooded with choices for consumers these days, so much so that it can almost be overwhelming. In the midst of this, many consumers tend to grasp for the familiar. There is a high brand value for companies with a name people will trust and return to. This
is what makes creating a good brand so important, it not only allows you to stand apart from the competition, but also gives you credibility and encourages customer loyalty.

The first step toward creating a strong brand is to answer the following:

• What is your target audience?
• Who is your primary competition?
• What are the brand identities and logos of your strongest competitors?
• What are the most attractive brands to you and why?

Once you have answered these questions for your particular line of business, it is also helpful to look around at some of the most memorable corporate identities. One very successful brand is Nike, which was inspired by the Greek goddess of victory. Nike has a great
name which is catchy and short, and a great logo. The Nike swoosh gives the impression of forward motion, and is instantly recognizable around the globe. Nike has an excellent corporate brand.

Thinking Ahead
The logo you choose needs to be able to look good in any medium, whether you are planning on using that medium right away. Will it stand up well in printed promotional products, in black and white, on a tiny ad, in large formats, in full color, in grayscale, on points of
purchase displays? While you may not be considering producing golf shirts with your logo embroidered tomorrow, what about 15 years from now? Your logo needs to be simple enough to stand up to anything. You will get the best logo if you have it designed by a professional experienced with website design or a graphic artist.

Make Your Brand Identity Consistent Throughout
The rest of your brand identity is just as important as your corporate name. Think about all the ways that your brand is promoted: logos, colors, typefaces, slogans, taglines, etc. It is important that all the methods you use to promote your business, including web sites,
promotional materials, labels, letterhead, business cards, forms, etc., present a consistent image of your brand.

Some companies have great success by implementing a style guide for the use of their brand. This will help ensure that your brand is always put forward in a constant manor, even if other people are using it. Your style guide should include precise specifications on the design and typeface of your logo, and any restrictions on its use. It should spell out exactly how the logo should be presented on all marketing material, employee incentives, and all business communications.

Basics Of Corporate Identity Book | Business Management Articles |

Your Logo Your Brand - Building Recognition