What is a logo? It is the main part of the visual identity of a company, represented by a symbol, mark or wordmark. They help customers acknowledge and remember your business, understand what you do and what you value.
When you think of a popular brand, what is the first thing that appears in your mind? The logo? If you think about the company Google, I can guarantee you’re imagining the four colours that make up the logo. Or McDonalds, you immediately think of the large yellow ‘M’ with a red background. They are both simple logos, but a vast number of people remember them easily across the world. The most successful brands tend to be those with a memorable logo, they don’t need to be complicated.
So, how do you make a logo stand out and become memorable to customers? There are many elements to an effective logo design, such as:
- Memorability – by ensuring that at a glimpse people can make an instant association with your brand and understand what your business is about just by glancing at your logo. If your logo isn’t memorable then it is not effective, and the chances of people recognising your brand are minimised.
- Simplicity – the most successful brands are those that don’t have an over complicated logo, as the easier your logo is to recognise the more effective it is. Simplicity is what makes a logo versatile, memorable and recognisable. Simple but effective logos help develop customer loyalty and create brand recognition.
- Versatility – your logo needs to stand out on everything that it is placed on, but still holding brand consistency. It should maintain the same feel whether it is printed on a banner, website or paper for example. Also, still looking effective in full colour, black and white, single colour and grayscale. If your logo only looks good in full colour then consider having it redesigned, as it won’t be as effective.
- Appropriateness – keep your organisations core operations and values in mind when creating a logo. They don’t just represent your company but also your target audience, so your logo design must appeal to them as well. Also, consider the image you use, they need to link appropriately to what your business is about. Ensure that you don’t give too much away, for example don’t use a product that you offer as your logo, this could restrict your growth.
- Timelessness – when creating a logo make sure that it is not going to become outdated in a short period, as redesigns for logos and branding is expensive and time consuming. If it only suits a current trend/time, then it is more than likely going to have to be redesigned if you continue to want an effective logo.
If you follow these elements to an effective logo, then you never know your brand may become one of the most memorable logo’s like the ones below.
These days you’ll jump on your computer or take out your mobile phone and see what’s on offer via the websites that come up in your Google search.
So, if you are in business and haven’t got a website for your company, why not?
And if you have got one, have you checked it’s relevant, up-to-date and works on all the latest technology?
No matter what the size of your firm, having an online presence can only boost your earning potential and promote your brand.
These days customers expect companies to have a website that they can check before they make a decision about a purchase or decide to use your services.
Before buying products the vast majority of people look for online reviews, so you can have a website with testimonials you could already be one step ahead of the game.
It also means you can be Open All Hours. The office may be shut, but people can still get in touch with you via your website. And people use the internet at all hours of the day and night.
What you need to do is check that your website is:
- Responsive: It’s no good having a website which takes ages to load with complex graphics and difficult to navigate content. Chances are customers will get fed up and try the next option in their Google search.
- Interactive: If a customer lands on your website and finds something they like, can they order it straight away at just the click of a button? Or can they send you a question or register an interest?
- Informative: Does it tell your customers what they need to know about your company and all the valuable services and goods you can offer them.
- Relevant: Do you keep your website up-to-date with all your latest products and offers. Bear in mind people’s attention spans are becoming shorter as they digest their news and information it bite-sized chunks through the likes of Twitter and Facebook, so make it attractive to look at too.
It’s also important to make sure your website is mobile-friendly.
More Google searches are made these days on phones or tablets than computers, but not all websites are mobile-friendly and some won’t display properly – again putting potential customers off and sending them to your rival’s website.
And don’t worry too much about coding or technology skills, running a website is becoming easier as the technology advances.
You can always get someone to help you such as Emerge Design. Call us at 01952 632750 or email email@example.com.
When you think of each, it conjures up an image in your mind about that brand that sets them apart from others in the same field of business.
So, when it comes to drawing up a brand strategy for your business, what you are trying to do is promote the image which you want people to have of you.
It’s not just about your logo, the colours you use on your letterhead or the fonts you use across all your publications and social media.
They are all part of the whole package you need to think about when you are creating your brand strategy to establish your business’s identity.
It is all about the image you are creating in your customer’s mind when they consider buying or using your products or services.
Think about the differing expectations you would have if you were doing your supermarket shop in Lidl, Aldi, Tesco, Sainsbury’s or Waitrose.
Each has cultivated its brand strategy to appeal to different sectors of the population, and each has a readily identifiable image which people could sum up in a couple of words.
The success of your brand depends on what the consumers think so you need to develop a strategy to enhance their perceptions.
You also need to think of consistency so that when people use your products or services, their expectations are met and they don’t get confused.
Ultimately you are creating a ‘personality’ for your brand which people will be able to relate to. Consider the difference between the BBC and ITV offering coverage of a big football match.
Each will be showing exactly the same images, but the package around them is different, and that is why people will choose to watch one over the other.
So, there are a lot of elements that to go into making up a brand, which includes your logo, packaging, promotional material online and in print as you develop your strategy to enhance the essence of what you represent as a business or organisation.
You’ll need to do some research and possibly get help to develop your brand strategy to define who you are, communicate what you do and help you stand out from the crowd.
Email firstname.lastname@example.org or call 01952 632750 to see how we can help you.
This means the marketplace has undergone fundamental change, and firms need to adapt to take advantage.
You have the internet, Google, Facebook, Twitter, Instagram, YouTube, LinkedIn, WhatsApp and Messenger to name but a few of the multitude of platforms available from a quick glance at my phone.
Is it time for you to embrace technology to help deliver a cohesive, coordinated and targeted marketing programme for your business?
Here’s five areas you could consider…
Do you still rely on print and the post to get your message across?
There are alternative ways to communicate with your audience and at the same time collect valuable data for your business.
This could come in the form of an e-brochure, e-invite and e-subscription form. And the response can be almost instantaneous so you can see the benefits.
How’s your website looking?
Website design and interaction is another area which is advancing rapidly. And it is another great tool to reach out to your audience and capture a new market.
Have you checked that your website is compatible with the latest technologies? When was the last time you tried it on your mobile phone – that’s the place where more and more people look at websites. If yours doesn’t load easily on a mobile device, the customer can easily get fed up and move on to the next one. Google is putting more emphasis on its search engine for websites that have included a mobile responsive design. Check your current website here: search.google.com/test/mobile-friendly
What does your current logo say about your business?
Was it designed years ago? It might look fine on the side of your building, but perhaps is not so suitable for the multi-verse in the 21st century.
A logo has to work across different many print formats, on digital channels, on work clothing, on the side of vehicles and on-line.
In the past couple of years, famous brands such as Calvin Klein, Kodak, NatWest, BBC Three and Mastercard have all realised their logos needed updating, and even Google keeps reinventing itself.
Do people know what you do?
How about a new brochure, flyer or direct message to help promote your products or ideas, and impress your potential customers?
Using exciting print material, or designing interesting direct mail pieces that make people sit up and take notice of your company/service can help get your message out there in a memorable way.
Are your marketing databases compliant with the new data protection legislation?
EU’s new General Data Protection Regulation (GDPR) comes into force on May 25 with implications for most businesses.
With less than four months to go before the implementation date, do you know how you intend to communicate your approach to data protection and reassure your own customers about GDPR?
It’s time to come up with a strategy so you can take ownership of the issue with a positive outcome for both yourselves and your clients.
…Emerge can help
As a business, you might not have had time to take a moment to think about whether you are up to date with how all the advances in technology can help you market your brand or product.
Well, Emerge Design can help you and maybe take a bit of weight off your shoulders!
Email email@example.com or call 01952 632750 and we can have a chat!