Never under estimate the power of first impressions. You may be suited and booted to meet with your new potential customer but what do your marketing materials say about you? What reaction will your brand provoke? Will they be impressed? Will they get a true sense of your business and how they will benefit by using you?
At the heart of the brand is the logo which comprises of two main parts: the name and the graphics. It is important to get the name right so don’t rush this part of your company development. Is it memorable? Is it indicative of what you do or sell? Once you are happy with the wording, the visual impact of your logo needs to be developed. This is paramount and will work as your ally in engaging your audience. A good design agency will talk through the creative stages with you and guide you to the best possible result. Your logo may include a ‘marque’ or it maybe typographically based, but either way all options should be explored to achieve all your objectives. Establish a good relationship with your designer and you will be amazed at how good your brand can look!
Whether creating a new brand, or reviewing your current logo, keep in mind these points:
1. Stand out from the crowd.
It may sound obvious, but in overcrowded markets with a mind-boggling variety of choice, you have to distinguish yourself somehow from your competitors and the most immediate way to do this is with your logo.
2. Demonstrate the results that you will get for your clients.
You need to express your USP to your audience through your brand and let them know how you can help make their lives better or easier. What is it you are trying to convey? Are you the best value for money? Do you use the best quality ingredients? Is your service the quickest?
3. Generate appeal.
By generating a positive emotional response you will achieve instant engagement. With a considered and well designed logo people will want to know more about you and your products or services.
4. Establish yourself as the best choice.
A quality brand will reassure your audience that you know what are doing and that you are the best option for them.
5. Reflect your passion.
No one can sell your business like you can and you must feel comfortable and confident in the brand that you create and don’t forget - avoid clichés. Innovate, be brave, don’t be bland!
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