The Importance Of Branding and Logo Design

The Importance Of Branding and Logo Design

Friday, October 28, 2011 - 1:02pm

- Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'. Your brand is derived from who you are, who you want to be and who people perceive you to be.

- The foundation of your brand is your logo. Your website, packaging and promotional materials--all of which should integrate your logo--communicate your brand.

- Once you've defined your brand, how do you get the word out?

1. Get a great logo. Place it everywhere.

2. Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.

3. Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent.

4. Be true to your brand. Customers won't return to you--or refer you to someone else--if you don't deliver on your brand promise.

5. Be consistent. I placed this point last only because it involves all of the above and is the most important tip I can give you. If you can't do this, your attempts at establishing a brand will fail.


Brand recognition
Many logos are designed on the cheap, with little thought given to them. Other companies like Macintosh, Xerox, and Lucent spent upwards of half a million dollars each to develop their logos. Then countless millions more to promote them. What they got for their money are symbols that are recognized instantly, around the world. You don't even need to see a name - the symbol is enough.

Polished look
A good logo helps a company have a clean, professional, polished look. The more clean, stylistic and original a logo is, the more chance there is that it will stand out from the competition and help get those extra sales.

Hard to design a good logo
Although it may seem simple, a logo is very hard to design. When you create a logo, you must take an entire company and everything it stands for and refine it down to a simple, graphic representation.

It's the ultimate design challenge.