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Posted on August 21, 2008 by Joshua Taylor | Posted under Marketing
The Importance of Brand Identity- More than a Logo
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Your brand is essentially your company image. When consumers think of your company or organization, what are the things they think about? This reaches well beyond a simple logo, to the way your stores look, the way your employees look and act, how consistent your image is across all media that you release, and many other factors. Our society is becoming increasingly more knowledgeable and therefore more critical about the image organizations are portraying. They have higher expectations than ever before and, with it, a lower tolerance for anything that is below par. Your Logo is a very tangible form of your brand- as well as your website and any media you release. Establishing a brand should address everything, from your logo, to business cards, to letterhead, to envelopes, and even to your website. Every single publication you ever produce should maintain a coherent look and feel (as well as similar verbiage, and tone in your text). Here are some ways you can maintain your coherent brand: Develop a logo that is high quality and really reflects who you are as a company. This does not necessarily mean that if you are a construction business that you should have a house, or that if you are a lawyer that you should use a scale. Developing a logo goes beyond the actual content, to the style and image you are portraying. A cheap logo will look cheap no matter how much it says what you do. Remember, you aren't just saying WHAT you do, you are also saying HOW you do it. Use your logo EVERYWHERE- Don't put out a single newsletter, invoice, letterhead, web page, or even email that doesn't have your logo on it. What you are doing here is developing a relationship with the consumer. They are getting more and more familiar with who you are and what you do. Use consistent colors on everything you do. If you use red- always use the exact same red. Don't stray too far from your image. If you are trying to be classic and reach a more mature crowd, don't advertise like Apple does to younger generations. If you are trying to establish how rugged your product is, don't use elegant fonts and colors to convey your message. The consumer will be confused. PLANNING is imperative- If you don't plan your BRAND out, you will likely not have a coherent message. Pick an image and stick with it! About The Author: The Bradford Creative Group |
Tags: BRANDING, LOGO DESIGN, COMPANY ASSET
