Quick, take
a look around you and see how many brands
you can spot. Chances are good that you're
surrounded by them. On your computer, on
your shoes; even your coffee cup isn't safe!
When you see a logo for Microsoft, Nike
or Starbucks, you're not just looking at
a cool design, you're looking at a brand.
A strong brand not only identifies a company
in the mind of the consumer, but it creates
a memorable link between what it is and
what it does. It's true whether your business
is a large corporation or a small, one-person
show -- you need a good brand identity.
Consumers have a staggering number of
choices today. When presented with so many
options, people gravitate toward the familiar.
Trusted names can boost sales, and their
value is immense. That's why it's important
to create a strong brand identity for your
business. It builds credibility and loyalty,
and differentiates your business from the
competition.
What is brand identity?
A brand identity is a trademark or distinctive
name that identifies your business in the
mind of the consumer. This can include (but
is not limited to) a name, a logo, corporate
colors, a style, a typeface, a tagline,
or a slogan.
A brand should evoke some emotional response
in the consumer. Think of Prudential Insurance.
This brand not only calls up the idea of
wisdom and careful thought (or "prudence"),
but also evokes stability with the image
of the Rock of Gibraltar in the logo. A
good brand should have this kind of subtext.
How do you create a brand identity?
The first step in creating your business
identity is to answer the following questions:
- What is your mission?
- What do you want to communicate?
- What image do you want to convey?
- Which words best describe your business?
Keep the answers in mind as you begin
creating your brand.
Developing your logo and brand
identity
- There are several ways to get started.
First, consider the following points:
- Who is your target audience?
- Who are your main competitors?
- What kinds of logos and brand identities
do your competitors have?
- Which of their brands appeal to you?
Why?
Once you've determined the answers to these
questions, take some time to look at the
memorable identities and logos all around
you. Look at Nike. The name is short and
catchy, and was inspired by Nike, the Greek
goddess of victory. The swoosh logo is simple,
recognizable, and implies speed and forward
motion. This is a good name, a nice logo,
and a great brand ID.
Thinking ahead
You should also make sure your logo can
survive in any medium: in print, on the
Web, in full color, in grayscale, in black
and white, in a large format, or in a tiny
ad. Think ahead. You may not need your logo
embroidered on a cap today, but what about
ten years from now? Make sure the design
is simple and clear enough to survive any
kind of treatment.
The best way to get a logo is to have
it designed by a graphic artist or design
firm with experience in creating logos and
brand identities. If you decide to create
your logo yourself, you might be able to
find a stock illustration or image that
fits your needs. But this low-budget approach
usually leaves a low-budget impression,
and that's not what you want to communicate
to your customers.
Make your brand identity consistent
throughout
Once you've established the name and logo
of your business, consider the rest of your
brand identity strategy. This includes corporate
colors, typefaces, taglines, slogans and
all the other ways your brand i.d. is implemented.
It's important that your web site matches
your signs, and that your business cards,
letterhead, labels and forms are all consistent
with each other.
You may also want to develop a style guide
for the use of your brand. A guide will
make sure that other people who handle your
brand use it consistently. It should include
the exact colors, typefaces, and design
specifications for your logo and the way
it should be presented in both marketing
and internal documents.
Think about how your brand identity will
be disseminated -- in direct mail pieces,
ads, brochures, business cards, press releases,
and so on. With proper forethought and the
help of the tools below, your brand identity
can help your business thrive.
Printing your own documents
Printing your own branded documents can
save you time and money, and it can increase
your flexibility in customizing your materials.
The many benefits include:
- Saving time by printing documents right
away, and changing them whenever you want.
- Saving money printing only as much as
you need, so you never have to throw away
outdated materials.
- Customizing your documents for each
customer or market segment.
- Branding T-shirts and hats with iron-ons
that you print yourself.
Printing documents "in-house"
is a powerful and flexible option for any
small or startup business. You can endow
your business with a professional identity
that you can really be proud of.
- Taken from www.HP.com
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