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Identify YourselfWhat separates your business from your competition? Do you offer something that no one else does? Better pricing? Chances are that your competitors offer a similar product or service, but there is one element that you have that no one else has. Your logo.
Your logo, or corporate identity, is what separates you from everyone else. Your logo is what defines your company and is often the first impression made on a potential customer. When you hand someone a business card, your logo is there. Your advertisements contain your logo as does your Web site, signs and every visual marketing item you produce.
Your logo is an extension of your company. If it appears amateurish, your company will be perceived as such. If your identity is contemporary, you will appear progressive. Often times, your logo is the first visual impression you will make.
It will have an emotional impact and will determine how someone will feel about your business. That is the definition of branding. Your logo is the most important part of branding your company and branding is the most important part of marketing.
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Create a visual element
The most important step is to design a unique logo. Like the name of your business, it should consider the intended audience, it should attract attention and be memorable. It should support the brand name and appear professional. A second rate logo will create a poor image for your company while a professional looking logo will reflect positively.
A simple icon is much easier to remember. You recognize the lazy M as McDonalds and the “swoosh” as Nike. Make a bold visual statement.
Get the word out
The best way to burn your logo in the minds of the consumer is through repetition. Put your logo on everything. It should appear on all stationery items, exterior signs, promotional items, advertisements, brochures, direct mail post cards, etc. You must be consistent with your message. The colors and style should relate to each marketing material.
The goal is to build a positive image and develop customer loyalty with your audience. If you create a unique brand identity with effective marketing and consistent exposure, you can become a household name.