Brand Marketing– The Logic of the Logo
When it comes to branding, one of your most powerful tools is a logo – a graphical symbol that becomes associated in customers’ minds with who you are and what you do. Controlled logo presentation improves brand recognition. And brand recognition means you don’t have to introduce yourself, over and over again, every time you make contact with a prospect.
The power of a logo rests less on its ability to “explain” your business literally than it does on your ability – as a business owner – to present that logo consistently, again and again, until your marketing message has penetrated to your target audience.
The Familiar Face of Your Brand
When you’re developing a logo, you need to think about something that will work online, on your store window, and in all your printed materials. In fact, it should appear in every environment where you’re making contact with a customer. The more chances customers get to see your logo, the stronger an impression it will make, and the more naturally it will be associated with the goods or services you offer.
It pays to be pedantic about logo presentation. Avoid unnecessary logo alteration. Create careful style guidelines about background and font color, font type and size, and the placement of graphical elements. Insist that your logo be reproduced from original artwork rather than a photocopy in all your marketing materials. Even if you’re producing a low-budget piece like a promotional flyer, if you let your logo presentation slip, it’s a sure sign that you’ve let your professionalism slip as well – and that’s a big turn-off to potential customers.
The Power of Words
There are a few logos out there that make their case based on graphics alone – the rounded checkmark or Nike shoes, for instance, or the W that represents a specific American president. More often, however, businesses build logos around their company name.
There are a few logos out there that make their case based on graphics alone – the rounded checkmark or Nike shoes, for instance, or the W that represents a specific American president. More often, however, businesses build logos around their company name.
Conduit – Always-On Branding Power for Logos
Offered as a free download to site visitors, Conduit toolbars are a free platform for putting your logo on display, and increasing the power of your branding campaign, whenever your subscribers are online. Conduit’s toolbar-creation engine allows you to load up your toolbar with features that will appeal to your target audience – everything from newsfeeds from your site, to syndicated third party content, to fun “extras” like radio stations, video and games. Each one of these features can be customized to carry your logo, and are designed for easy sharing. That means that, with Conduit, your logo will go further, bringing a positive impression of your online business to potential customers all over the Web.