Sept. 17, 2014 After weathering one of the worst economic storms we have ever encountered since our conception in 2005, there has been a lot we have taken away from it.
The businesses that saw little decline were the ones that spent their marketing dollars wisely by making sure everything that was produced to market their business was well branded. They put their brand guidelines first to make sure every advertisement; website, promotional item, and marketing material enhanced their brands image. They also made sure their product and service was the best it could be.
Most people reading this have heard the term branding, but do you know what it entails?
It all starts with your logo. This is the face of your brand. The design of your logo sets the tone for everything else that is created to market your business. This is why it is one of the most important investments your company can make. Designing a logo is more than drawing a pretty picture.
Your logo is not for you or your brand; it is for the people who will be supporting your brand. It must take into account your competition, the demographic you will be marketing to and the goals you are trying to achieve.
You want to be sure you logo resonates with the demographic you are marketing to and is quickly distinguishable. The colors of your logo tend to set your company colors. There is a reason when looking for a Home Depot® you know to look for the color orange.
Consistency is key when it comes to your brand. Keeping the same color palate between your marketing materials, website, and advertisements will boost your brands recognition. It is not an overnight process, but when done correctly pays dividends in difficult economic times like we just had. Your business will be at the top of your consumers mind when they need your product or service.
The next time you go to design anything that is used to represent your brand you must ask yourself, does this follow my companies brand guidelines?
Author: Curtis M. Gorlich
President of Morning Sock Studios