What is Your Logo Type?
Design Translation: Do you ever wonder how your organization’s brand values are translated into a unique brand asset? When turning a company’s core values and principles into a tangible result, there are three basic design methods used to create the look-and-feel that represents an organization’s brand. These types of design are used at both the company and product levels. Literal Logos These logos are simple, straightforward and lack embellishments Examples include most banking institutions and grocery stores Current trends include using text only, monograms and simple lines...
Read MoreDoes Your Logo Pass the Test?
A Positive, Powerful, and Lasting Impression: With just a few colors, a choice of type, and some simple artistic elements, a well-designed logo must give a positive visual impression in an over-crowed market environment where image plays a key role in an organization’s credibility and the customer’s perception and purchasing decisions. Little-known company logos have to work harder to create value in the mind of the customer. Creating a “big company” look plays a key role in building customer loyalty and trust. An effective logo makes a positive first impression that sets you apart from your...
Read MoreSimple Brand Building Strategies
Here are a few simple ways to maximize your resources to implement a successful brand strategy. Find a Need and Fill It — You do not need an entirely unique product or service to succeed. What you need to do is to create the perspective that your product has advantages that your competition does not. Align Your Communications — both written and verbal. Seek for consistency in your messages, client interactions, product offerings and operating principles. Make It Easy to Do Business with You — Have a well-designed and functional website, good location, return calls promptly, have...
Read MoreDelivering Your Brand
Mind Share versus Market Share: Brand expression brings a brand to life. It is the means by which you control your brand in your customer’s mind. Branding should start in the executive suite with the overall business strategy not in the marketing department. Brands make selling easier, but unfortunately mind share has little or nothing to do with market share. Branding takes both time and resources. Sales play an important role in building brand equity. A good selling process enhances the delivery of the brand promise. Your brand can be your best asset, but only if it translates into...
Read MoreSmall Organizations and Big Opportunities
Use Size to Your Advantage: Small companies and small brands have a great opportunity to take advantage of the weakness of larger brands. Smaller organizations tend to be more horizontal which makes the decision making process easier. As a result, the possibilities are greater to create an intimate, potentially more exciting experience for your customers. Usually the smaller you are, the less brand legacy there is deal with. Re-branding always costs an organization customers as a result of the change existing customers’ perceptions. A well-established brand must look at the complete process...
Read MoreCreating a Competitive Edge
Stand Out in a Competitive Market: For each of the examples below, try to name their closest competitor. How do they measure up? They are probably selling the same products and services as another company. What is different and more effective about one versus the other? Are they competing against other chains, boutiques, high-end brands or cost-leaders? Hershey’s | Jiffy Lube | Toy’s R Us | Martha Stewart Clearly they are selling more than just chocolate, oil changes, toys and decorating goods. What makes each of them a strong brand is that they have built their brand...
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