In today’s video I talk about the 5 important elements of a brand and how you can pay attention to these elements to ensure your brand becomes whole and successful. I talked about your company logo design, the wording of your brand including content on your website and your marketing material, your company visual identity, your brand promise and how you will have to differentiate your brand to stand a chance of competing with other companies out there. I will be doing more brand element related videos in the future where I will be talking about other important items such as your brand essence, brand promise, your positional statement, your brand personality and more.

For full transcript read 5 Essential Parts Of A Brand.

In today’s video, I talk about the importance of cultivating an online brand irrespective of wether your business online or offline. I explore the various fundamentals that you need to take into account and ensure you project a positive outlook for your business. Tips include Googling yourself and your business, getting on to social networks, interlinking your various online brand properties, broadcasting positive information about your business online and responding to negative feedback proactively and quickly. Even though the list might seem daunting for small business owners, it really is quite simple to understand and implement.

For the full transcript, read Building A Small Business Brand Online.

In today’s video I talk about the power of the right tagline or slogan for your business and the salient features of an appropriate tag-line or slogan for your small business. Using a few well known examples of brand taglines, I illustrate the importance of having the right kind of slogan and what care you should take when trying to develop a slogan for your business. A word of caution though: every brand does not need a tagline. You should only adopt a tagline when your primary business name or brand does not sufficiently carry across the message of what your company does or your brand message. Some times a tagline can be a hinderance to your brand if it is either absolute, redundant or inconsequential.

In today’e video, I talk about Martin Lindstorm’s popular and ground breaking book Brandwashed as an anchor for how brands manipulate our senses and our psyche and how small business can compete with such brandwashing. I take 3 examples from the book to illustrate the points. I also liked Martin’s previous book Buyology and perhaps would do another video on that down the line. Branding has become an obsession and I plan to do a whole series of brand related videos that would help small business owners get to grips with the mysterious world of branding. For a full transcript read Are Consumers Brandwashed?

In today’s video, I explore the importance of package design and consequential branding with an brief case study of Honest Tea (http://www.honesttea.com/) and how they have successfully managed to keep their package design fresh and exciting over a period of time. Although this video does not dwell into the actual specifics of how package design is implemented, I do hope it will inspire both designers and product based companies on taking a fresh look at the importance of package design that works.

In today’s video i talk about building a customer focused brand by offering customers what they need rather than what you want or think they need and by showing and not telling our customers our brand story and giving them a great customer experience. Other tips include monitoring your customer experience, planning for the future and being relevant to your customers. Not an easy task but by not being customer focused, you will have a greater challenge getting your brand noticed.

This is an important question, and if you are like many small business owners, the answer is ‘No’. Unfortunately, many people are aware of the sad fact that their brand is simply not as strong as it should be, but they don’t know where to start in identifying and fixing the problems. Here are a few questions that will help you see where your brand stands.

• Is your brand geared toward your customers? Maybe you love your logo design, products, service, and everything about your small business, but you are not the one who matters. Identify what aspects of your brand your customers will love and what aspects they might not like so much. This will help you to take steps that maximize the positive elements and eliminate the negative ones.
• Is your brand different from all others? There should be a clear and obvious reason to choose you over your competition. Maybe it is your prices or service; maybe it is a unique product or the fact that you are the only local choice. Whatever your advantage is, make it a key part of your branding and make sure all marketing focuses on it. If you can’t explain why you are a different and better choice, your customers probably can’t either.
• Is your brand in a growing industry? Don’t stay on a sinking ship; instead, fix the problems and steer into more friendly waters. For best results, your industry should be growing by leaps and bounds. Sure, there are ups and downs due to the economy and outside factors. However, you absolutely must be in a growing industry; anything else is small business suicide. If your industry is not rising on the whole, identify new products, services, and directions that can take you onto a path of growth.
• How are the numbers? We all hate paperwork, but (to return to our ship metaphor) you can’t steer your business in the right direction if you have no idea where you are or where you are headed. Are you gaining market share consistently? Is your business getting consistent cash flow? Are your profits increasing? How are your profit margins? These elements paint a very accurate (and sometimes startling) picture of your small business brand.
• Are you positioned for growth? Don’t let a big break sneak up on you, or it just might pass you by. Instead, actively look for opportunities to grow and make a plan for how you will maximize them. No business can afford to stay stagnant, so include growth as part of your long-term plan. If you are not positioned for growth, both in the short and long terms, failure is inevitable. Luckily, you probably still have time to rectify the situation.

Many small businesses fail, and sometimes this is simply inevitable. However, too many fail for a lack of thoughtful evaluation and planning. Answering these questions honestly should give you an idea of where your brand is weak and how you  can make the changes that will lead you to success.

There are certain business concepts that are difficult to understand. Branding is one of these ideas. It is crucial to have a brand tailored specifically to your customers’ needs, but developing this brand can be easier said than done. While it is important to consult a branding professional when building your small business brand, you ultimately understand your business and your customers in a way that no outsider ever can. Here are five steps to building a solid, customer-focused brand that your market won’t be able to resist.

1. Offer what they need, not what you want. If your brand is the best option for your consumers, it will be an easy sell. However, many small business owners develop a sort of tunnel vision, pushing something that is simply not needed by their customer base. It sounds counter-intuitive, and it is certainly counter-productive, but it is definitely a common business mistake. However, fulfilling a customer need does not mean selling basic commodities or changing your product line. Take for instance laundry detergent. Few people perceive detergent as a need. Clean clothes, on the other hand, are a necessity. Guess which one Tide is selling in their advertisements. You rarely see a picture of the detergent itself, but rather clean laundry and happy middle class families.
2. Show them, don’t tell them. Humans are overwhelmingly visual animals. This can be seen in almost every sector of our existence—consider the difference in popularity between the Lord of the Rings films and the long, wordy novels that they are based upon. You need to make your brand as visual as possible, with logo design and other branded elements.
3. Create a great customer experience. Your customers aren’t just buying a product or service, they are buying into your company and the experience that you provide. Every step of the buying process should be customer-focused and consistent with your brand. Take the time to figure out exactly what elements will set you apart from the competition in a positive way. Further, be sure your employees and consultants understand your vision so they can offer a uniformly perfect experience every time.
4. Monitor your customer experience. As the old business saying goes, employees are more likely to do what you inspect than what you expect. Constantly monitor your website, your employees, and every aspect of your business to ensure that your customers are getting the positive experience that will keep them coming back.
5. Plan for the future. What your customer needs today may not be what they need tomorrow. In addition, you will likely find that the future brings tighter and more similar competition, especially if your brand proves to be very successful. For these reasons and myriad others, no businessperson can afford to rest on their laurels. You must constantly keep in touch with your customer base and make changes to your business, your products, and your brand in accordance with changes in the market. This is the only way to ensure that your brand stays customer-focused and remains as relevant in the future as it is today.

I like to keep up with the branding world for obvious reasons, which is why I tuned into the Today Show a while back to see the author of the latest book on the topic, titled Brandwashed. According to author Martin Lindstrom, who also wrote a book on neuromarketing called Buyology, brands are literally taking over our lives, from birth to death.

Martin Lindstrom is reporting from inside the belly of the beast, because he is a well-recognized branding expert who has worked on some of the sneakiest cases of brandwashing. He points out that by their third birthday, American children can recognize an average of one hundred logos. They tend to view these brands as friends, because children have not yet developed the natural suspicion that adults have. Studies have found that McDonalds can sell carrot sticks to children—that’s right, vegetables. Any dummy can sell crispy, salty French fries, but selling raw vegetables to toddlers requires some serious marketing power, as any parent can recognize.

Lindstrom points out the places where marketing is sincere and the places where it lies. One example he gives is Whole Foods. When you enter one of these markets, you walk past fresh-cut flowers, water fixtures and hand-chalked signs. These things subconsciously signal freshness to your brain. This is not dishonest at all, but as you go deeper into the store there are aspects that have been placed there to trick you. In the produce area, there is often a stack of old-fashioned boxes. This gives the impression that the fruit has been picked and transported in the traditional manner, which is what we want to believe. In fact, that stack of boxes is one single piece, which has been manufactured by Whole Foods and placed in every produce department in every store. Now, that is sneaky.

One good thing about new methods of branding is when it is used to give customers what they really want. For instance, when Calvin Klein developed the Euphoria perfume, they used focus groups. The women were dabbed with the cologne and asked to close their eyes and tell a story. The company kept tweaking the cologne until it produced the desired emotions. That is not customer manipulation, but rather giving the customer exactly what he or she wants.

How can a small business compete against this wave of branding? It is growing increasingly difficult, because customers are developing blinders—they are learning to overlook traditional branding simply because it is so ubiquitous. However, there are a few ways that you can overcome this. The most obvious is to market your business with integrity. Modern consumers have a finely tuned BS-meter. If you are unique, honest and authentic in your branding and logo design, you will stand out.

No legitimate logo designer or branding consultant will tell you to lie to your customers. I am completely against any deceptive behavior. I believe that branding should be about showing what makes your company and products unique, and putting your best foot forward. Customers can sense the difference between the real thing and a fake. Make sure your logo design and brand represent you completely, and you will have a chance in a brandwashed world.

The big story in the logo design world this week is that of Netflix/Qwikster. If you are familiar with Netflix, you know that there are two options: having DVDs arrive in your mail, and streaming them on your computer or gaming device. Netflix will now be only used in reference to the streaming aspect of the company, while the envelopes in your mailbox will bear the name Qwikster.

This is a risky move for the company. The Netflix brand works. People associate the name with receiving DVDs in the mail and many have come to look forward to receiving the familiar red envelopes. There are some risky changes to the pricing structure as well; while people were once allowed to use both services for a single low price, that same price will now get them one or the other. In other words, customers will need to pay twice what they are used to paying.

Every business eventually has to raise prices or change their services; it is a fact of doing business in the modern world. The cost of doing business is always increasing, so the costs passed on to the customer must increase as well. However, changing prices while changing up your brands at the same time can be a risky proposition. I’m sorry if this article overuses the word risky, but there is really no other way to describe the recent changes in the company.

The new Qwikster logo is not really up to snuff. It does not tie into the Netflix brand in any way; there are no similarities in font, colors or other visual devices. The font that it uses is nineties retro, which matches the twice-misspelled name. The Netflix name is simple and phonetically spelled; the new one defies English language logic. Moreover, the word Qwikster is a little disingenuous considering that it is the most time-consuming method getting a movie outside of buying it in an internet store. People can stream movies, rent them from Blockbuster or trot down to their local Redbox kiosk in less time than it takes for a movie to arrive in the post. The majority of customers are aware of this, so who is the company trying to fool?

The new logo does have a few possibilities, however. I like the shape of the letter Q, and it is possible that the name may be shortened simply to this letter in the future. The rest of the wording looks cheap—not as in inexpensive, but as in low quality. And what does the word Qwikster have to do with movies, anyway?

When you are offering two very different services, it can make sense to rebrand so that the two are distinctly different brands. However, this is not the case with Netflix’s streaming vs mail delivery methods. It is the same product—a movie—with a different means of delivery. No differentiation is needed. Further, changing the fee structure and the name at the same time may come across to customers as sneaky. In an age of intense mistrust toward corporations, no company can afford to make that mistake.

High fructose corn syrup is something of a dietary villain in modern times. It has been linked in studies to a wide range of health problems, most notably obesity and diabetes. As the name suggests, HFCS is a concentrated sugar taken from corn that is used in a syrup form. Because it has been publically implicated in so many different health issues, many people are beginning to avoid the product and choose processed foods that do not contain it.

High fructose corn syrup is certainly not a part of a healthy diet, but the corn industry feels that it is being unnecessarily demonized. Corn syrup is a problem because it is full of sugar. So why is it the only syrup being publically denounced? Many people are choosing cane sugar instead, without knowing that it is just as bad for their waistlines and their blood sugar levels. In order to salvage the market, the Corn Refiners Association launched a marketing campaign explaining that corn syrup is just sugar—chemically extracted sugar, but sugar nonetheless. In addition, the producers have begun dropping the high fructose corn syrup labeling in favor of calling their product simply ‘corn sugar’.

This may increase sales of products containing the product, but it does so in a sneaky way. Instead of educating the public or otherwise building their brand back from the ashes, the Corn Refiners Association is simply changing the name and hoping that the public does not notice. This almost seems like they are admitting guilt. Further, because the move has been brought to the public’s attention, it just might be a death knoll for the product.

The Food and Drug Administration recently stepped in and told the corn industry to stop. In order to change the name that the product has used for decades, the industry needs to get FDA approval. A representative claimed that it is misleading to change the name this late in the game, especially in a time of controversy. Needless to say, makers of beet sugar and cane sugar would also prefer that HFCS use its traditional moniker.

Obesity and diabetes are both rampant in the United States. I am willing to bet that every person reading this post has at least one relative or close friend dealing with these. Because people’s eating habits have not changed substantially, many believe that high fructose corn syrup and other ‘Frankenfoods’ may be subtly affecting the population’s metabolic rates. People are afraid, the same way that they would be in the wake of any other epidemic. It is not fair to blame corn syrup for all of our dietary woes, but the industry still should not be allowed to mislead consumers.

If your company ever is faced with brand disaster, it is important to have a plan. However, it is crucial that you not make the situation worse by trying to trick your audience. It is rare that a tactic like this works. Most of the time, as we are seeing in this case, the public finds out eventually.

Do you ever shop at Walgreens? Many people pop into this drugstore occasionally to pick up prescriptions and shampoo. The drugstore giant offers everything you need to maintain your health, except of course fresh food.

However, Walgreens is now offering fresh food in certain locations, with plans to expand the program to all stores if it works in the test markets. The fresh foods include deli products and produce. The company already carried fresh milk and dairy simply for customer convenience but this seems like a stretch for the brand.

Before we get into the reasons why this might not be a good idea, it is only fair to discuss why it might work. Walgreens is present in many urban markets that are classified as ‘food deserts’—that is, where fresh foods are not widely available. People in these markets may be likely to buy fresh food at Walgreens simply because it saves them from having to go all the way across town. In addition, buying fresh food at Walgreens may be convenient for people that are already picking up a few items. In a busy life, combining two errands is a very attractive proposition.

However, there is a very real danger in adding products that do not match the rest of your brand. First, Walgreens is dedicated valuable floor space to fresh foods which may or may not be well-received by the market. The company’s logo design and brand are centered on products related to health and personal care. Second, adding new products unsuccessfully can actually undermine sales of other products. Last, there is always a huge investment involved in adding new products. However, there is an equally huge chance of losing that investment.

Will people buy fresh food from a drug store? Something about it feels dirty. Although every Walgreens that I have visited is clean and well-lit, they nonetheless have a musty, drugstore smell that does not make me think of food. I could myself picking up a loaf of bread here and there, but not doing my entire weekly shopping there.

Walgreens had better be in this for the long haul, because it will take a while for people to adjust to the idea of buying food from a drugstore. If the store can maintain consistent quality and market their new products, it may be possible for them to move into the lucrative fresh foods market, especially in areas where there are few other options. Convenience seems to trump all for many people, and one stop shopping is as convenient as it gets!

This is definitely a risky proposition for any brand. If you are thinking about doing something like this, give it a lot of thought. Any new products will work best if they are directly related to the ones that you are currently selling or if they otherwise are a good match for your brand. In Walgreens’ case, fresh food just does not make sense… although it just might work.

Most of us visit lakes occasionally. They are quite the destination in the summer, when swimming, fishing and water sports are popular ways of dealing with the heat. Nonetheless, most lakes have definite shortcomings. Although I rave about their natural beauty, many are kind of ugly in practice. Even at their best, they are dirty and require an immense amount of packing. Given these factors, it is surprising that spending weeks of our valuable summer vacation at the lake is somewhat of an all-American pastime.

Lake vacations tend to be popular not because of branding, but rather in spite of it. Can you think of a popular and commonplace ‘lake brand’? I can’t. This is one area of destination branding that seems largely untapped.

I recently discovered a blog dedicated to creating a logo design for each of Minnesota’s 10,000 lakes. The author points out that lake logos tend to be ugly. A quick survey of the genre led me to agree with this statement. The goal of the blog is to create an attractive and modern logo design for Minnesota’s lakes, simply to rethink the entire genre.

I browsed the website a bit. One of the things that I liked was that the logo designs did not use the images commonly seen in lake logos, like waves and water. Instead, most tie into the lake in question’s name. For example, Double Lake has shadowing that creates a double image, while Spur Lake features the image of a lake.

Most of the logos are rather simple and use obvious images relating to the name, but this is demanded by time. The writer is creating one logo per day, which is quite a challenge. Even at this rate, it will take a little over 27 years to design a logo for each one. I can only hope that the website owner does not have a full time day job!

There is a reason that I write about destination logos so much on this blog. Destination branding is becoming big business in the United States and indeed throughout the world. It may be one of the fastest growing genres of logo design, which makes it automatically interesting to the design geeks among us. The rules for destination logo design are still being written, which means that a single good design (or even a bad one) can have a huge amount of impact on the future of the industry.

One of the most important parts of destination branding actually has nothing to do with actual design. It is the all-important first step, that of determining exactly what sets the area apart and why people should visit it. Many of the logos in Branding 10,000 Lakes seem to fall short in this area, but the one-logo-per-day schedule surely has an adverse effect on the amount of forethought that can go into each design.

I admire the effort and stamina it must take to delve into such a huge design project. The designer behind Branding 10,000 Lakes has their work cut out for them.

Many small business owners have a logo design created and then think that they are done with branding. Phew! Finished! Nice to have that over and done with! Unfortunately, branding is so much more than just a logo. While your logo design is certainly an important part of your brand, the foundation of it even, it is important that your stationary, packaging and other visual elements be designed to appeal to customers and to tie in with your brand.

Packaging is one of the most important parts of your brand because it is an aspect that your customers will be seeing on an ongoing basis. In many cases, your packaging will determine whether someone makes that important first purchase and also whether they continue to buy your products. How often have you walked into a store and grabbed what looked good? This is a common, even typical shopping behavior for Americans. The way that your logo design and brand are portrayed on packaging will determine whether your package is the one that they grab from the shelf.

No industry is more prone to customer whim than that of food and drink. Honest Tea is one relatively small business that has created a great deal of success for their brand with good products and great branding. The company regularly redesigns their package to stay competitive in a competitive field. The former Honest Tea bottles featured a white background with heavy black bands that bore the name of the company as well as details about the product. A colored letter indicated the flavor, along with an image of the key ingredient at one side. The color scheme is significant; Honest Tea is marketed as a simple and adult choice in beverages, so bright colors and cartoony  images are not the right choice here. Black and white were and remain the main color palette of both the food and drink logo design and the company packaging.

The new packaging has taken this adult simplicity to a new level. The company name/logo design and product information have been taken out of the black band and placed in simple letters on the white background. The letter indicating the flavor is still present, but the images related to the flavor now fill the letter rather than sitting beside them. This packaging is a huge improvement over the prior one and does more to portray this brand as a simple and straightforward option. There is more continuity as well; the Garamond font that is used in the logo design is now the main font on the label.

The Honest Ade line that is owned by Honest Tea will be similar, but feature large and stylized images of fruit rather than the single letter. Like the tea packaging, it is simple and clean, with the logo as the basis of the rest of the design.

You don’t have to redesign your packaging constantly in order to be successful in your industry; a great design will have the staying power to last for years. However, it is important that your product packaging look professional and function as an extension of your brand.

Milk has been one of the best branded commodities in modern years. Everyone in the United States has seen the Got Milk? campaign, which is considered one of the most brilliant branding campaigns in history. It is difficult to make drinking milk “cool,” but this marketing made it as close as possible. The advertisements for milk have ranged from celebrity appeals to subtle and not-so-subtle humor.

However, the California Milk Processor Board, the organization behind the Got Milk campaigns over the years, may have taken the humor a little too far. A recent marketing campaign was intended to present milk as a preventer of PMS, which is apparently supported by new research. However, the campaign crossed the line from humorous into raunchy, and may have done very real damage to the formerly family-friendly brand.

This new campaign is called “Everything I Do Is Wrong” and features beleaguered men holding cartons of milk along with apologies to the women in their life. The apologies are definitely tongue in cheek, as you can see from the example. The campaign immediately hit a wall of public outcry. Many people considered it just a little too offensive and even sexist. The jokes seemed more critical than humorous in many cases.

The California Milk Processor Board almost immediately stopped the campaign when it became obvious that it was not well-received, but the damage may already be done. There have been numerous complaints on the Got Milk Facebook page, and the campaign page, everythingidoiswrong.org is now redirecting to gotdiscussion.org, a damage control page dedicates to the controversy.

We have seen other ill-advised advertising campaigns before, and in many cases the company manages to skirt damage to the brand. However, we have to wonder whether this is possible in this case. These ads broke the cardinal rule of marketing and branding: know your audience. In this case, families with young children are the main consumers and most regular buyers of milk. Although this may have been an attempt to expand into young adult markets, it makes the fatal error of offending the core market.

Moreover, it is not even a good campaign for the young adult market. If anything, it makes the product somewhat of a joke. No young man would want to be seen buying or drinking a PMS remedy, so why would milk present its product as such? This campaign is baffling on so many levels; it is a brand destroyer. We are wondering how this idea ever made it off the drawing board and into reality.

This is how branding and marketing campaigns that are not focused on the customer so often end: in total disaster. A lot of money was poured into advertisements that have been pulled off the market and a beautiful Flash website that redirects to another page. Further, there will be an ongoing need for damage control and a new marketing campaign that hopefully will help consumers forget this little incident. It will be interesting to see how milk manages to get its product back at the top of the marketing heap.

There was a time when PayPal was the only major e-payment company, preferred by eBay (and owned by them as well). However, more and more e-payment options are popping up. However will customers decide which one to use? Brand will be a huge part of this decision. Here is a short list of the competitors for America’s e-payment dollars along with a brief evaluation of their brand position and logo design.

1. Paypal is the gold standard in e-payments, the big name that everybody knows. They are simple and straightforward, with nothing to prove. The logo design is made of a corporate blue outlining capital letters with heavy serifs, giving the business a very corporate and substantial feeling. This logo feels like it belongs to a leader in its industry.
2. Square is also known as the PayPal of the iPhone because its app is easy to use and universally available. It accepts major credit cards and has the advantage of being mobile friendly. The logo design for Square is friendly as well, with a cube that refers to the name. There might be nothing friendly about a cube, but this one has softened, rounded edges and modern green color that feels informal. The way the squares are layered seems reminiscent of a bulls-eye as well, which is a popular motif in modern logo design. In short, judging by logos alone, Square is definitely the friendlier option.
3. Visa is known best for their credit cards, but they are branching into e-payment services as well. The Visa logo is almost ubiquitous, using the name of the company in slightly angled letters that communicate movement. The blue is corporate and trustworthy, while the dash of gold implies money and wealth. While there is nothing wrong with this logo, it is so ubiquitous that many will not see it as an e-payment brand.
4. Google Wallet belongs to the world famous Google brand and the logo design shows it. A stylized letter W is formed from strokes of the Google colors. It is creative, youthful, and relevant to its parent brand. On the other hand, there is nothing about this logo that screams “money” or “e-payment.” It would be nice to see something—anything—relevant to the field.
5. Epay is the less used and less known option in this group, but this just may make it a dark horse in the race. The logo features a rounded square standing on a corner, with blue and orange colors within. The blue and orange are corporate and youthful, and because they are opposite each other on the color wheel they actually make each other stand out more. The E in the image has an odd bar through the middle, although it gets bonus points a similar font to that used below to write the company name. In short, this is a friendly logo with a good balance of elements.

While it is too early in the development of the e-payment market, we are picking Square based on the logo design alone. However, we look forward to seeing how all of these brands fare in real life market conditions.

We are used to seeing advertising in our movies. Not only are there advertisements and previews before the movies themselves, there are product placements and logo design placements in the films that serve as advertisement. Disney is taking movie advertising one step further, using their movies to promote toy and other product sales.

We are used to seeing Disney products on the shelves, and those of us with children have bought more than a small amount of Disney Princess Barbie dolls and Lightning McQueen pajamas. However, Disney is taking their product promotion machine to a new level as of June 24. The new Cars 2 movie will feature a six minute short film promoting their Toy Story 3 franchise.

Toy Story merchandise is more popular than the childless might realize. Sales of Toy Story branded products rival those of more classic Disney characters such as Mickey Mouse and Winnie the Pooh. Sales increase when a Toy Story movie has been newly released either in the theaters or on DVD, but Disney hopes to keep the sales engine humming by showing film ‘shorts’ before unrelated Disney movies. This fills in the long two to three year gap between new installments in the Toy Story film series. Becase Toy Story outsells Cars (by a long shot), this makes good fiscal sense for the film company.

This is not the first time that Disney has used shorter films to promote their blockbuster brands. For example, the company saw an 11 % increase in Cars merchandise sales after running a few related Toons on their children’s channels. Obviously short films, which Disney calls ‘Toons’ are a viable marketing tool.

The question of the day is: how can small businesses apply some of Disney’s most effective marketing and branding strategies to their own companies? While most of us do not have the opportunity to expose millions of movie viewers to our brands and products, there nonetheless are a few ways to get a similar effect on a smaller scale. First, use cross-promotion to encourage existing customers to try new products. This is basically ‘in a nutshell’ what Disney is doing here. While cross-promotion on this level is not possible for the average business, you can implement other strategies, such as suggesting related products to existing customers.

Second, these and other Disney marketing strategies show how important branding can be. Let’s face it: there is a reason so many children are clamoring for Disney movie toys rather than the other products filling toy store shelves. Disney has put a lot of energy into building their formidable brand. In fact, they may be the most recognizable brand in the world when you combine recognition of characters such as Mickey Mouse, Winnie the Pooh, Disney Princesses and, yes, the Toy Story characters.

A final takeaway from this marketing strategy is to know your audience. Disney knows that their biggest market is children, and they are marketing their products in a way that will appeal to that consumer group. Branding and marketing should always be consumer-focused.

Many businesses overlook taglines and slogans when developing their brand, but these can be some of the most effective tools. A well-chosen phrase ensures that your business is more memorable, approachable, and even lovable than the competition. A professionally written tagline will promote your brand while enticing customer to buy your products and services—all in a catchy and clever way. Here are a few aspects of a tagline or slogan that will ensure that they are successful.

• Be catchy.

  “Reach out and touch someone.” “Don’t leave home without it.” Almost everybody in the United States, and indeed a good part of the globe, knows these branded phrases. Choosing a tagline that sticks in your customers’ heads ensures that your brand is sticking with them as well.

• Show a benefit.

  Having “1000 songs in your pocket” is a key benefit of owning an iPod, one that appeals to music lovers. Wendy’s reached out to fast food consumers who were frustrated with the miniscule size of the competition’s hamburgers with “Where’s the beef?” As with all other aspects of brand appeal, don’t merely tell people you are a better choice; show them why.

• Build your brand.

  Budweiser famously accomplished this with their tagline, “The king of beers.” Consider also Timex, which famously, “takes a licking and keeps on ticking.” Both of these taglines say something about their brand that makes them appeal even more to consumers. Both also include their tagline in print advertisements, linking these words to the logo design and the products.

• Be culturally correct.

  Sometimes a selection of words has unforeseen connotations in another language. If your company deals with other cultures, be sure to have a native speaker of the applicable language check your tagline or slogan for both catchiness and cultural appropriateness. Pepsi’s famous tagline, “Pepsi brings you back to life” backfired when translated into Mandarin Chinese as “Pepsi brings your ancestors back from the grave.” Not a pretty picture—or a thirst-inducing one. Unfortunately, this happens all too often when companies expand to other cultures.

• Inspire.

  No one needs diamonds, but most people either have bought or received them because of their perceived value as a symbol of love. In fact, they are chosen over other gems merely because as DeBeers puts it, “Diamonds are forever.” Sometimes your customers have to be inspired to buy a product, and your tagline can provide this inspiration. You don’t have to be selling luxury goods to reap this effect. Many parents of picky children have put a box of Life in their shopping cart because “Hey Mikey… he likes it!”

• Include a call to action.

  Advertising and marketing in general work best when there is a call to action. This can even be incorporated into your tagline. Consider Nike’s famous “Just do it.” Just hearing it makes you want to strap on some running shoes and hit the pavement. Similarly, how many people choked down a not-so-tasty cereal because it was the “Breakfast of champions?” A tagline that does double duty as a sales pitch will be even more successful.

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Image via CrunchBase

If you have an online small business, building your online brand is absolutely essential to success. However, even if your business exists mainly offline, an online brand can be a huge asset and even a necessity. Customers in your community are looking online for businesses just like yours. It makes sense to maintain a heavy presence where they are seeking you, which is why you should consider the following tips.

1. Google yourself.

   As vain as it seems, this is the best way to see at a glance how you are doing when it comes to an online branding. Google your name and your company name, both with and without quotes. You may also want to google key competitors and even search terms related to your industry. This will let you know where you stand when it comes to an online presence and where the competition stands as well.

2. Get on social networks.

   This advice has been given by every branding and marketing expert on the planet, but many small businesses still aren’t listening. At the minimum, most small business owners need a LinkedIn account, a Facebook page, and a Twitter account. The only way to affect what is said about you in these important networks is to join in the conversation.

3. Build links.

   There is an exponential effect that comes from linking your social networking pages with each other as well as with your blog, your company website and every other presence you maintain on the internet. Visitors to one just might become visitors to the others, allowing your brand to grow quickly.

4. Put out a continuous flow of positive information about you and your small business.

   You should post mainly about positive things, or you will be associated with negativity. However, it’s important that all of your posts be relevant to your line of business. Talk about latest trends, how to use certain products, and how consumers can use your business to enrich their lives. Similarly, you should comment positively on other people’s social networking accounts and make a special effort to connect authentically with both potential customers and colleagues.

5. Respond to negative feedback proactively and quickly.

   One of the greatest benefits of having a strong and well monitored online presence is that you can quickly identify and respond to complaints. You should see negative feedback as a way to improve your business and also a way to win back customers that might have otherwise been lost. Respond in a positive manner and try to make your customers happy whenever possible. Because the internet is easily viewable for everyone, your efforts will not go unnoticed.

Does this sound like a daunting list? It is actually only the very basics! There are many more things that you can do to build an online presence. This may seem like a huge task, but it is one that will soon become yet another part of your daily routine. Regardless of the type of company that you run, building your online brand is an essential part of achieving small business success.

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Although we tend to associate branding with large corporations, it can also be a very personal endeavor that is best suited to smaller businesses. In fact, in many cases, a small business owner can give their company a very successful brand by working on their own personal brands.

Personal branding is a topic that was once limited to celebrities, but more and more we are hearing about it in the business world. Microsoft is forever linked to former CEO Bill Gates, while nobody can see Richard Branson without thinking about Virgin. Even if you are not a rock star or socialite, your small business brand will be indelibly marked by your personal image, which is why no owner can afford to neglect their brand. Here are a few ways that you can give your small business that all important personal touch.

• Be authentic.

  Most people can smell a fake from miles away, so make sure your personal brand is completely and genuinely you. This doesn’t mean that you have to showcase every flaw, but merely that you should not try to be something that you aren’t. Ask friends, family, and people who know you well to honestly and openly tell you what makes you “you”. Take the most positive characteristics from this list and play them up as much as possible.

• Maintain a personal online presence.

  Most small business owners understand the importance of having a website, blog, and social networking accounts for their business. You can build a small business brand in much the same way. Keep a personal blog and build a social network of both friends and business contacts. Be present and accounted for on the World Wide Web.

• Link your personal brand to your small business.

  If you want for your personal brand to enhance you small business one, you need to begin linking the two in people’s minds. This means linking them in every way possible. Make sure your personal blog, website, and social network link to your small business ones and vice versa. A word of caution: be very careful that you do not post overly personal information or things that will detract from your image. Your personal image needs the same careful management as your business image! Which brings us to the next tip…

• Monitor your brand.

  For the most part, the best way you can monitor your personal brand is to post positive information about yourself on a regular basis and to respond immediately and proactively to negative feedback. This is done mainly through your own personal website, blog, and social networking accounts. However, negative information about your personal brand can appear almost anywhere, so you may want to use Google Alerts or even a paid service to notify you whenever you are discussed on the internet. The key to responding to negative feedback is to be positive, rather than getting in arguments with critics.

This may seem like a lot of work, but it is a labor of love that will pay off in the long run. If you have a strong and positive personal brand, almost anything you do in the business world will benefit from being associated with you.

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We have all heard that social networking is the twenty-first century way to build a brand and a business—and most of us have said it as well. However, more and more people are finding that their online marketing efforts are actually detracting from their business. If you think social networking simply is not working for you, consider the following issues.

1. Is social media a good fit for your brand?

   For many businesses, social networking is an excellent fit, especially in retail and consultancy fields. However, there are areas where social networking may not be such a great fit, such in law professions, doctor’s offices, and other completely offline fields. If social media isn’t a good fit, use it for communications and branding but don’t invest a lot of time and money in it on an ongoing basis.

2. Are your customers on the internet?

   Even if social media seems like a good fit for you, it may not be so much for your customers. If this is the case, your efforts are probably best spent elsewhere. You should keep a social networking presence if this is the case, but don’t invest a lot of time in it. There’s a good chance your audience will be on social networking sites eventually—almost everyone seems to make it eventually—and that’s when you can ramp up your efforts.

3. Is your social networking presence designed for success?

   Sometimes the problem isn’t social networking, but the way that you are handling it. Are your websites well branded and business oriented? Have you talked to a logo designer or branding expert about how to make these things happen? Don’t assume that you will open a Twitter account, make a few random tweets, and see your sales double.

4. Are you getting enough traffic?

   Sometimes the problem is that your social networking presence simply isn’t visible enough. There are ways to design your sites and other things you can do to increase traffic. If you aren’t getting enough traffic, all of your other efforts are completely wasted.

5. Is social networking paying off?

   The best way to find out is to try a media silence period. This doesn’t have to be a long one. However, a day or two without social media can help you to see exactly how much time you are investing in tweeting and posting as well as what you are getting from it. You can also explore one very important thing: what you can get done offline with the computer or iPhone tucked away and how those efforts pay off. You may find that only one or two sites are working for you, which will allow you to focus your efforts where they will reap rewards.

We aren’t saying that you should neglect social media altogether. In many cases, websites such as Twitter and Facebook are where your clients are located and thus where you should be as well. However, you cannot let social networking cost more than it pays—in time, effort, or actual money. Finding this happy medium will be a challenge, but it is one that will pay off.

Image via CrunchBase

When you think of branding, you probably think immediately of your company brand. However, your personal brand that works can be just as important—and just as influential in the future of your company. Consider the well known entrepreneurs out there—Richard Branson, Donald Trump, and Steve Jobs just to name a few who have made their brand a way of life. These powerful men all have personal brands that equal or even exceed that of the businesses they run. Here are a few ways to build your personal brand in a way that will help your small business succeed.

1. Develop your brand.

   What kind of person are you? What aspects of your personality or life are unique and also will appeal to your target market? It is important to hone in on a few key attributes and then work on presenting these. This will be the basis of your personal brand.

2. Learn to be an expert.

   The media loves to feature experts, and consumers love to buy from them. What does this mean for your business? That you will need to become an expert in a field related to your small business. Learn all you can about this field and then begin to weigh in on contemporary topics related to your subject.

3. 

   Image via CrunchBase

   Market yourself like a business.

   Just like your business, you should have a personal website and a blog under your full name, both of which should be created with your desired personal brand in mind. This will allow people to find you and place your material at the top of any search for your name. Link these sites to your Facebook Brand and other social networking as well. This will allow people to interact with your personal brand and to get in touch with you in a variety of ways.

4. Network with others in your field.

   The aforementioned social networking sites are part of this, but you need to make a personal effort as well. Reach out to people in your industry, including suppliers, other business owners, and potential customers. Form relationships by helping people and working together. Try especially hard to identify people who are in your target audience. Once you have these relationships, be sure to maintain them through occasional contact. While this may seem like a lot of work, it will pay off because your contact will remember you and know the kind of person you are.

5. 

   Image via Wikipedia

   Woo the media.

   The media is always in need of experts to back up their case, and you can be that expert if you have completed the previous four objectives carefully. This will give your personal brand more positive marketing than almost any other method. It will also give your company positive exposure, allowing you to the reap the benefits of your hard work.

Building your personal brand can be crucial to building your small business brand, especially if you create brands that are complimentary to each other. If you need help, talk to a branding consultant today.

Image by Deanna Wardin @ Tattoo Boogaloo via Flickr

Choosing a name for your small business can be a difficult task. You need something catchy that is also attractive, relevant, and unique. Because your business name is how customers will get to know you, it’s important that it be the very best it can be. In fact, your name may be actually holding you back. Here are a few guidelines for deciding if your small business name is right for you, or if it is time to go back to the drawing board.

• Does it create a mental picture?

  The best business names bring up certain images in people that hear them. This can be an important part of both your small business brand and your logo design. It also will make your name more memorable, which brings us to the next guideline…

• Is it appropriate for your line of work?

  The best small business names give people information about your line of work and the type of services and products that you are offering. Ideally, your line of work will actually be part of the name. They also are appropriate in emotional tone. For example, a martial arts center should not have a passive name, while a daycare should not have an aggressive one. You will need to think carefully about your business brand while you are selecting the right name.

• Is it memorable?

  This is certainly not an objective measure, so you may have to ask other people for their opinion. People should be able to remember your name after hearing it for the first time. This means it cannot be too conventional or, on the other hand, so unusual that it is difficult to grasp.

• Is it easy to spell?

  Your potential customers need to be able to find you in a phone book, and difficult spellings just make this more difficult. Also, many people are visual, and misspellings interfere with memorability for these groups. Especially avoid purposeful or cutesy misspellings—they just make you look uneducated and force you to spell the name repeatedly for ads and sign painters.

• Does it have only positive associations?

  Words often bring up emotions beyond their actual definition. Your business name needs to have positive associations that are congruent with the brand you are trying to promote. This will vary according to your target customer, your line of business, and your community. Again, it’s important to ask around to see what other people think.

• Is it the right length?

  The best business names are short—often, the shorter the better. This will make it easier to remember while also making it easier to design logos, letterhead, and signage. On the other hand, you may need a little length in order to indicate your industry and make your name memorable. If this is the case, consider adding a tagline.

• Is it overly trendy?

  You want to have this business for decades, so why would you choose a name that will sound dated in just a few years? Think of the long term and choose a name that will withstand the test of time.

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What can you do if you hate the logo design of your favorite brand? What if you think that your favorite school mascot design could be a whole lot better? While most of us would simply grumble to ourselves—or choose a new favorite brand or team—one Colorado State University grad has taken matters into his own hands and designed a new logo and mascot design for the school’s teams.

The process was not as easy as it sounds. Kyle Stopperan is a professional designer who graduated from Colorado State in 2001. Since 2003, he has waged a singlehanded battle to get a better logo and a better mascot for his school. The school until recently rebuffed his efforts, but they finally relented when it came time to change the well-known ram mascot.

A mascot design can be an integral part of the way a school is perceived both by the people who attend and the general community. In this case, Stopperan felt that the mascot was out of date and did not reflect the school. The former student created a new visual identity for the school athletic program pro bono and submitted it to the school. He thought that his redesign would be well-received, but all he received was a form response thanking him for his ‘good work’.

Kyle was prepared to leave it there, but he kept seeing some of the awesome mascot designs that competitor schools were adopting. These designs kept the best of the old mascot, but added a new and more aggressive touch. The CSU image just wasn’t up to par. Inspired by the new looks, the designer returned to the drawing board and revised his former submission. He submitted it in 2008, this time to the school’s new athletic director, who he felt might be more open to a change. After a long wait, he received a personal response, asking instead for a full body design appropriate for a mascot.

He submitted his new design, went through several revisions, and finally had a finished product. The new mascot sample was accepted last fall and should be debuting in the flesh—or in the cloth—soon. Seven years after Kyle Stopperan had his great idea, Cam the Ram can be proud of his new good looks, and so can the people who support Colorado State.

Mascot design is a very important part of a school’s identity. Your mascot basically functions as a logo design for your athletic program. A great mascot is something that can rally fans and make the team proud. A bad mascot is, well, embarrassing. If your favorite school has a logo or a mascot that is not hitting the mark, it is time to get a design that will inspire your students and your community. Your process will be certainly faster and simpler than that of designer Kyle Stopperall, but hopefully you will end up with a similarly high quality end product.

If you have a seasonal business, you may wonder if all of this advice really applies to you. After all, what is the point of building a brand that will be forgotten as soon as the weather changes? However, branding can be just as important to seasonal businesses, if not more so. Because you function on a “feast or famine” schedule, you must get the most profit out of every single hour.

A professionally designed and attractive brand can be very helpful in this pursuit. The only way to achieve longevity as a business is to make such a good impression that customer can remember you from one season to the next. Further, you have one powerful advantage over traditional businesses: several months during which you have the time and breathing room to worry about things like marketing and branding. Here are a few tips for creating a brand that will work year after year for your seasonal business.

1. Maintain a year round presence.

   Visual aspects of your brand should be visible all year round, whether you use a billboard, a Facebook branding site, a company newsletter sent during off-months, or a printed calendar to accomplish this. Keeping your logo in public view means that your customers interact with you on a daily basis, even if only subconsciously.

2. Get customer feedback.

   You can read these on review sites, but you should solicit them as well. Ask customers exactly what they love about your business and what they dislike. Even if you are a little afraid to hear their response, it will help you modify your business and your brand so it is more attractive in the seasons to come. If your customers give you positive reviews and allow you to use them in marketing, you will be even better off for asking.

3. Ramp up your efforts before the season begins.

   When you get close to the new season, you should step up your attempts to reach out to customers. Now it is time to take that subtle presence you have maintained all year round and make it a little less subtle. Many companies find that sending reminders of the services that will be needed in the coming season makes it easy for previous customers to stay with them year after year. You can sweeten the deal by offering a discount for repeat business or early scheduling.

4. Work on cross promotion.

   Cross promotion and co-branding are not new, but they are becoming more and more important in modern times. If you know of a business that works in a related field (but not a competing one) or one that operates on the opposite annual schedule as yours, you may want to work together to cross promote your businesses. If you cross-promote your businesses, you will be reaching twice the number of people for the same investment of time and money.

5. Talk to the experts.

   If you are having trouble with any aspect of branding, talking to a branding or logo design consultant just may be the answer. These experts have likely worked with other seasonal businesses and know how to achieve success even in less traditional businesses such as yours.

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Image by Mikey G Ottawa via Flickr

For modern small businesses, being green is not merely a niche. Few customers will patronize a company that overtly flouts environmental sensibilities. However, there was a time when this was not the case. Here is an overview of the past and present state of green small business along with our predictions for the future.

Past: An Extremist Niche

Before 1970, companies were free to do as they pleased regarding the environment. Little was understood about the long term effects of certain chemicals, so they were used with abandon and dumped wherever convenient. Recycling was unheard of and, despite occasional shortages of electricity, the main reason to turn off a light was pure stinginess. The EPA was formed to oversee business and ensure that our environment was not harmed by unscrupulous practices.

Meanwhile, a small group of businesses began making eco-friendly and all natural products, marketing them to the small but growing niche of people who were interested in paying more for them. At this point, having a green brand was rare and often implied earthiness and even lesser quality.

Present: A Brand that Sells

As more and more businesses went green, an increased emphasis was placed on providing high quality goods comparable to conventional ones, but that had a fraction of the carbon footprint. As more and more customers have embraced green living, an increased number of small businesses are developing green brands to appeal to them. Being green is now seen as the high quality, more luxurious choice, and many customers are still willing to pay a premium for guilt free products.

The government has done its part to keep the momentum rolling. In 1998, less than thirty years after the first environmental legislation, environmental regulations in the USA number more than 10,000. In 2010, 93 percent of customers claimed that a brand’s “greenness” was important to their buying decisions.

Future: A Fact of Life

The green movement is quickly moving toward becoming a part of life, not just an ideal. It is assumed that most companies will choose the greener choice when it costs no more or a little more. In the future, this will increase. The same way few modern companies make a lack of child labor part of their brand, being green will no longer be a differentiating factor so much as a legal and moral necessity.

Where is your business in the march toward sustainable living? Are you leading the movement with a variety of new and interesting advances or merely following the pack? Because being seen as a polluter or someone who doesn’t care about your community can be disastrous, it is crucial to stay ahead of the curve in this area. If you aren’t sure how to make “green” part of your small business brand without green-washing, talk to a green logo designer today. There is so much more to being green than choosing certain light bulbs. Your business can benefit on a daily basis from making this very important decision.

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What can a winning brand do for a business? If your business has a unique and inviting brand, and actually delivers on what this brand promises, this alone can rocket your business to success. One new Manhattan bakery is showing how true this is.

While many new entrepreneurs struggle to come up with a unique and clever name, this business has a rather simple one: The Best Chocolate Cake in the World. This bakery is a new addition to the United States market, although it has six locations in its native Brazil. This name has contributed greatly to the company’s success and surely will do so in the future as well.

This name was unique enough to inspire a line down the street during the establishment’s opening weekend, when local foodies devoured a total of four hundred cakes. It also earned significant media attention from small blogs to giants such as The New York Times.

This name did not come from nowhere; it is the owner’s honest assessment of the quality of the flagship product. The cake was invented by Chef Carlos Braz Lopes while trying to duplicate a cake he ate in Paris. The cake became famous in his restaurant in Brazil, where chocoholics proclaimed it the world’s best chocolate cake. He soon opened a bakery with this unique name.

The owner of the American bakery is a good friend of Chef Carlos who worked in investment banking. His familiarity with global business led him to think that this brand and the product it represents would work well in New York City. When the store was getting ready to open, the owners contacted the press. This combined with the bakery’s high traffic location led to a huge amount of buzz. By the time the shop opened, people were chomping at the bit to try a piece of this highly rated pastry. Luckily, the cake didn’t disappoint.

For now, the simple power of this brand will be the company’s sole marketing tool, as the owners don’t plan to invest money in advertising unless and until it becomes necessary. This method worked well in Brazil, and they are hoping it will be successful here. With such a talked-about company, this may actually be a good and incredibly frugal long-term strategy.

If your business is floundering, your brand could be the problem. A brand should lure people into your store. It should make a promise that is enticing and offer to solve a problem for your customers. Once you have a brand, you should next have a logo design created that expresses this brand and creates a sense of wholeness in your business. This alone can successfully take a business from zero to success.

If you are interested in getting a meaningful, highly intriguing brand such as The Best Chocolate Cake in the World Bakery has, don’t be afraid to invest in your own future. Contact a branding and logo design consultant and see how you too can garner media attention and have customers queuing up around the block to try your latest product.

You probably don’t pay a lot of attention to the logo design on your chicken—or do you? Logos have a very subtle and often subconscious effect on consumers. A lot of people put the same brands in their cart week after week, and professional branding is art of their motivation for doing so. You just might be picking your favorite brands, even grocery store brands, because of a brand promise and a professional logo design.

Pilgrim’s Pride is rebranding and has introduced a new logo design with the hope that more people will choose their brand of chicken. The original logo featured an old-fashioned oval with a profile of a pilgrim in the center. A blue banner crossed the lower end of the shape, and the founder’s signature was at the bottom. This logo design was not really bad, but it was somewhat of a cliché. If a design student were told to draw an old fashioned food logo, it would likely look a lot like this one.

The new logo design has the same patriotic color scheme, but the pilgrim has been dropped. The word ‘Pride’ has been eliminated as well. In fact, most of the logo is gone, with only the image of a rooster and the word ‘Pilgrim’s’ left in the design. If you examine the rooster and the line beneath it, it subtly resembles a pilgrim’s hat, although we’re not sure whether this was intentional.

The result is a more modern brand, but also a friendlier one. Few people associate a pilgrim with good chicken, so the image of the bird is definite an improvement. The chicken looks proud and happy, and is reminiscent of old-fashioned farms where the rooster’s crow served as an alarm clock. It detracts from the negative images that many of us associate with commercial meat farms, making consumers feel better about buying the products. Further, instead of using bold letters in all caps, the font is more approachable and welcoming with no serifs.

One thing to consider in this type of logo is that it is usually used on packaging, which means that it is somewhat stretched and distorted. A simpler logo design like the new one will be more recognizable even when slightly ‘bent out of shape’.

Chicken may not seem like big business, but Pilgrim’s Pride is a Fortune 500 company that supplies KFC and, of course, your local grocery store. In fact, they are the largest provider of chicken in the nation, with over 41,000 employees. Having a food brand and logo design that inspires consumers to purchase their product over the many options in the meat section is part of the company’s success.

Branding is an important part of any company’s success. Logo design is in turn a visual representative of that business brand. If you need help developing a brand and a logo design that represent your company and convince customers to choose you contact a logo designer today.

Image by Josh Koonce via Flickr

Many entrepreneurs are focused on constantly pursuing new customers—and with good reason. After all, the only ways to expand your profits are to expand the number of people who buy from your business and expand the amount that those customers buy. However, many small business owners in doing so make one very disastrous branding error: forgetting who their loyal customers are.

You probably know at least a few of these loyal customers. In many cases, they are easy to spot, because they are the ones who leave with a smile and keep coming back. However, over time they seem to get lost in the shuffle. It’s easy to focus most of your attention on the customers who present a problem and the people who aren’t yet customers at all. However, this is exactly the opposite of what a successful business owner should be doing.

The first step to putting your focus on loyal customers who are already fans of your brand is to identify them. Who are these people? Once you have narrowed them down to a narrow demographic range, you can begin to ask the questions that will help you create more customers just like them. What made your brand fans customers in the first place? What keeps them coming back and, just as important, what about your brand is appealing to them? Knowing this crucial information will help you add more people to your base of fans. However, it will help you in another important task: keeping these fans happy.

Why should you work hard to keep loyal fans happy? It is simply the right thing to do. Ignoring the people who are your business’s bread and butter while focusing on the new kids on the block is just unfair. Customers who observe this pattern will likely become bitter and disillusioned. Further, it is exponentially more difficult to get a new customer than to keep an existing one. Wooing your brand fans makes good sense from a fiscal point of view as well as an ethical one.

Not only will identifying and romancing your biggest brand fans bring you greater profits and encourage loyal behavior, it will cut back on your day to day headaches as well. Aren’t you tired of appeasing difficult customers? Wouldn’t you rather be dealing with people who are generally happy with your brand and its products?  By knowing who these people are and why they love your business, you can more easily identify and market specifically to others just like them. Focused marketing efforts such as this are always more successful than broad attempts, and they are usually more inexpensive as well.

Once you have identified your brand fans and understand what makes them keep coming back, you will be well on your way to small business success. These customers are not going to abandon you because of one bad experience. They are not going to jump ship for a cheaper alternative as soon as the economy takes a dip. They have formed a relationship with your brand, which is the whole point of your investment in marketing and branding activities.

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Is your community feeling the pressure of the recession? If so, you aren’t alone. Many towns in the United States are struggling with finances as income and tourism dollars dry up while the need for social programs increases. In many of the cases, what a struggling town needs to do is very similar to what any other business would do to increase revenues: rebranding.

Branding a place, especially a small and lesser known place, may sound silly, but this principle is working for many American towns. First, it increases community pride, which inspires residents to get more involved in making their community a better place. Second, it can inspire companies and people to move to the town, bringing new industries and ideas with them. Last, it increases tourism dollars, which is good for area businesses and general tax intakes.

When compared with the benefits, the small amount of trouble and expense needed to create a new local logo design and brand seem puny. In a globalized society, your area needs to compete with every other city in the world for its share of income and talent. A professional logo design and brand are essential to being competitive.

Columbus, Indiana is one good example of a recently rebranded community. This town is on the small side, but Small Town America has a lot to offer. However, their old brand simply wasn’t up to the challenge. A black and white circle filled with C’s did nothing to represent this area or communicate what makes it different from every other small Midwestern town.

The new brand is much more memorable and a better overall fit for the town. Blue and green colors suggest nature but also are relevant to any place logo because they are the colors usually seen on a globe. The lower case lettering is friendly and suggests informality. The angled C is similar to that of the former logo design, but it is enclosed in a square to give a more recognizable and professional image. A tagline is part of the new brand, telling viewers that Columbus, Indiana is unexpected and unforgettable.

Which logo design makes you want more to move to the town? Which makes you want to visit? Which would make you proud to call this area home? In our case, we found the new logo design much more inviting. It makes us wonder what is unexpected and unforgettable about the area. In short, it has piqued our interest. We predict that it will have this effect on many people. Further, the new logo design is the basis of an entire brand, a feature that the old image was lacking. This can be a springboard for developing other aspects of the town and marketing them effectively to both residents and outsiders.

A small town brand may seem, well, small, but it is essential to keeping these small towns vibrant and alive. What is your community’s brand and logo design doing for you?

Many people think of blogging as a way of disseminating personal information and sharing cute pictures of your children. However, there many benefits for a small business as well. If you are looking for a way to build your business and get more exposure for your brand and logo design, blogging can be a great way to go. In fact, recent studies have found that a blog can increase traffic to your website by an average of thirty percent. Here are a few tips for starting a blog that will be an asset to your small business brand.

1. Talk to a professional.

   It is possible for even the most inexperienced computer user to start a blog, but the blog will not be the professional tool that you need. The first step to starting a business blog is to talk to a professional graphic designer. This person can help you set up a blog that will be linked to your website and be a good visual representation of your brand. Further, a professional can often make it easier for you to post and to organize past posts, creating a blog that is user friendly for both you and your readers.

2. Identify your audience.

   Before you begin to blog, you need to know who your target reader will be. This will determine the tone and language used in your blog as well as the type of subjects you will be blogging about. You will need to adjust your level of humor and the amount of advertising as well. In short, as in all other aspects of marketing, you must consider your audience at every juncture.

3. Give them a reason to read.

   No one is going to visit your blog if you don’t present interesting and informative information in every post. You need to have something important to say and a little bit of expert knowledge to share. Moreover, you should have a strong opinion on subjects that affect your industry. Don’t be afraid of stepping on toes; if you are civil and open-minded, most of your readers will respect you more for even a dissenting.

4. Keep a sense of fun.

   Why would anyone read a blog that is boring or tedious? They have no reason at all. If your readers want news, they can turn to one of the many newspapers on the internet or to news programs on television. If you want to capture the attention of your audience, you need to make reading your blog a fun, humorous, and entertaining event.

5. Consider hiring out the job.

   As with any other task, some people are good at writing while others simply aren’t. If you have a talented writer in your office, consider having them do the blogging for you. If you don’t have any natural writers on staff, consider hiring a consultant to manage your blog posts. The grammar, syntax, and sense of style you display on your blog will be a direct reflection of your company, so it pays to put your best foot forward.

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Many people think that a small business brand is a logo, or a public perception, or even the business name itself. Your brand actually encompasses all of these aspects and more. Here are the five essential parts of a brand.

• Logo.

  This may be the most important part of your brand because it creates the basis for all of the other elements. There is a good chance that your business name, tagline, colors, images, and promises will be shown in your logo design in a graphic visual form. A good logo designer knows that the main duty of your logo is to communicate this information and will make sure yours does so in a way that is unique to your business and visually attractive to your community.

• Wording.

  People won’t be able to draw your logo for a neighbor who asks how they like your business, which is why wording be an integral part of your brand in addition to your logo. This can come in the form of a tagline, in your name, or in the language that you use in in-store and promotional materials. Consider Disneyland—it’s the happiest place on Earth. That isn’t just a tagline or a part of any given marketing campaign; it’s a description of the theme park that most people would agree with to a certain extent. This is a good example of how wording can become part of a brand.

• Visual Identity.

  This broad category – corporate identity logo design – includes the colors, images, and other visual elements used to represent your business. Some of these may be dictated by your business’s industry, but others are completely unique and entirely yours. The best person to help you decide what colors and other visual elements work best for your customers is your logo designer. These graphic artists tend to have a good sense of what different images and colors mean to different people.

• Promise.

  Your brand promise is basically your authentic guarantee of what customers can expect from you. This may be low prices, great service, or a certain type of product. As with all promises, it is important to follow up on this promise and to deliver what you say you will. Your promise can be communicated by words or images and serve to differentiate your business, which is the fifth part of your brand.

• Differentiation.

  One of the key parts of your brand is its ability to set you apart from the competition. If you are offering the same services and wares as the business next to yours, why should customers choose you? This is the whole point of differentiation: it shows people why your business is different and thus what they will gain by choosing you over your competition. Differentiation can be based on a different shopping experience, an expanded or more specialized product line, better service, or social responsibility. Remember to look beyond your own neighborhood when deciding what sets you apart; you have competition on the internet and all over the world.

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While many small business owners are turning to the internet for their marketing, there are a few standards that never get old. Posters are one of these.

People see posters everywhere they go—proving that paper is not obsolete yet—but they definitely notice the most remarkable and attractive of these.

Having interesting and brand-appropriate posters to advertise your business and all of its events is an inexpensive way to get the word out. Here are a few tips for using posters effectively as a business tool.

1. Be eye catching.

   Most modern people are inundated with branding and business communications, both on the computer and in writing. This makes it all the more important that yours stands out. Use high contrast coloring and bold writing. Make sure the salient information you are trying to convey, such as times, places, dates, and cost, are easy to read from several feet away.

2. Focus on your brand.

   This may seem to conflict with the last tip, but with good planning you should be able to combine the two. Your posters are like any other business communication in that they need to include your business’s logo and be related to your business’s brand. While it is important that your poster be eye catching, it is just as important that it be a congruent part of your visual identity. Use bold letters, bold images, and bold colors—but make sure they go well with the brand that you are trying to push. Remember that no single event is worth diminishing the overall success of your business.

3. Think strategically.

   Don’t simply wallpaper the town with your posters; this is more annoying than anything else and will not produce a good image for your business. Choose places where there is high traffic of potential customers and place the poster in plain sight at eye level. No amount of good design and professional branding can make loyal customers out of people who don’t have the money or the inclination to buy your products.

4. Print only what you need.

   There is no need to overdo things. If you have selected strategic locations for your posters, print enough for these locations and then a few extra. Many printers will print even small batches, so there is no reason to go overboard. Try having a small initial printing run (think 50-100) and see if these attract enough business to justify expanding to other areas. As a bonus, printing fewer posters means that you can spend a little more per poster and get the high quality materials and printing that your events deserve.

5. Be considerate.

   Before hanging a poster on private property, consult the owner and make sure this is okay. This also will make sure your poster stays where you put it; owners of bulletin boards often go through routinely and rip down posters that haven’t been lawfully placed there. Similarly, keep track of where you place posters so you can go and remove them as soon as they are no longer relevant. This will keep your business from becoming a meaningless part of the background or, worse, a nuisance.

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Some decisions are good for your customers, good for your business, and good for your brand all at the same time. Having fun is one such decision. Adding a healthy dose of levity to your business will attract customers, retain employees, and make your day a little easier to get through all at the same time—a true win-win situation. Here are a few ways to make fun a part of your day to day operations.

1. Make fun a part of your brand.

   Humorous advertisements and other company communications are a part of it, but they will only be effective if the rest of your brand is fun as well. Fun needs to be a part of the way you do business on a regular basis. If you aren’t sure how to make this work, talk to a branding consultant. This will invite customers to do business with your company and keep them coming back. Warning: talk to a branding consultant if you are unsure about how to accomplish this without interfering with other important aspects of your brand.

2. Keep a sense of humor.

   Snafus happen, often on a daily business. While it can be frustrating when nothing seems to go as you planned, it is all the more important to keep your temper and keep your sense of humor as well. Not only will this keep your blood pressure lower, it will make you a more pleasant person for employees and customers to deal with as well.

3. Lighten the mood on a regular basis.

   Regardless of what you are selling, there is probably a tendency for things to become serious and straightforward. While it is important to keep a sense of professionalism, you should have regular traditions that lighten the mood a little. Things like casual Fridays, holiday celebrations, and other traditions will make fun something that you can count on. It’s up to you to find the opportunity to start traditions that will keep your locations lighthearted and create a sense of fun that customers can feel and appreciate.

4. Self-effacing humor works.

   Humor is never as funny as when a person is making fun of themselves. Take the opportunity to be the business owner who doesn’t take him or herself too seriously. Whether this means dressing up in a costume when the situation demands or volunteering for community events, it is important to keep your self-effacing humor in a public arena, but one where it won’t make people take you less seriously.

5. Avoid competing with the big guys.

   This indeed is your chance to shine. Large corporations usually have lost their sense of fun in the growth process. They simply are not fun or funny. You, on the other hand, have a business that is small enough to still have a sense of humor and a lack of reverence. Let this be a part of your brand, and it will make people prefer you to the larger, more serious competition.

How important is branding? Important enough for an industry leader to completely overhaul a large portion of its packaging to create a more recognizable and customer friendly brand. That’s exactly what well-known beer brand Heineken intends to do in the coming new year.

If you have spent a lot of time looking at the packaging for European beer brand Heineken, you have likely noticed that the company’s labeling is not exactly consistent. Most noticeably, the bottles and the cans look very different from each other, with a different version of the internationally recognized logo design on each. However, the company recently announced that it will be rectifying this situation in 2011. The bottle has been redesigned to look more like the can, which is already more like the official logo used in websites, advertising, and literature. Heineken hopes that their efforts will be paid off with a stronger and more recognizable overall brand identity. This in turn will lead to a more memorable and consistent experience for the beer’s consumers.

The new packaging has not been released, but you will be seeing it soon, although exactly how soon depends on your region. If you are in select areas of the world, you may not get to see the new beer bottle for many months to come. Heineken plans to introduce the new bottle design first in Western Europe and then to the rest of the world, with a global deadline of 2012.

Beverage consumers are becoming increasingly brand loyal, which means that beverage logo designs and brands must be more appealing than ever. Package Design details can be an important part of a brand because they provide a visual representation of the company that consumers relate to whenever they see the brand. A beer consumer sees their favorite logo design every time they pull out a cold beverage, which means that they will likely notice the details even if on a solely subconscious level.

Heineken hopes that their consumers will see the logo design as more ‘modern, appealing, and innovative’ than its predecessor. According to the global design and concept manager, customer response has already been overwhelmingly positive, with most Heineken customers appreciating the change. Heineken is seen in the United States as a more classy beer than many of its domestic competitors, so cultivating this image is crucial to success.

However, changes in a company’s logo design are not always viewed positively. Many major brands redesign only to find that their customers reject the new logo. This was the case for Urban Outfitters and, in a well-known example, the Gap. Changes must be introduced carefully in order to woo new customers without alienating the existing consumer base. The positive response to Heineken’s new packaging indicates that their rebranding may go smoothly.

If you are wondering whether a changing in logo design, brand, or packaging is right for your company, you should discuss your concerns with a professional logo designer or branding consultant. The design process is one that should never be embarked upon without the help of professionals.

Give Them Something to Talk About: Building Your Small Business Brand through Buzz

Many small business owners long for the buzz they need to gain their share of the market, but few know how to generate it. The good news is that it is easier for a small business to get positive buzz, because they are uniquely part of their communities and often have compelling stories to present to the public. Here are a few concrete ways to give your community something to talk about.

1. Avoid clichés. Customers hear phrases like ‘helpful’, ‘service’, ‘quality’, and ‘value’ so much that they bring up no emotional reaction. While these can all be potent core values, you will need to reframe them in a way that is unique and memorable. Sell not a product or service—after all, every business offers these—but attitudes, emotions and answers to problems. Think about the massively successful companies that dominate their fields, and you will immediately see that they are selling something extra. Apple is all about design, Nike is about forward movement, and Google is about fun innovation.
2. Redesign your aesthetics. Is your logo design worth talking about? If not, it’s time to go back to the drawing board, this time with a logo design specialist. Whether you are looking for an ultra-traditional style or something more modern, a logo design consultant can build a logo that is an inspiring and attractive representation of everything that your brand stands for. A good logo that sets the style for an attractively decorated store and noteworthy displays will give customers a reason to mention you to their friends.
3. Be involved. Every branding consultant will tell you that community presence and involvement is a key part of any small business. Being visible as part of a community will win the support of customers that feel for the same support. Better yet, it will get your name in the public eye and create a positive image that your customers will enjoy discussing.
4. Hire thoughtfully. Many small business owners hire based on experience or contacts. While these are both important, it is even more imperative to hire employees who are an engaging part of your brand. You can train the right employee to perform almost any task well, but you will never be able to change the personality of an otherwise qualified person who simply doesn’t embody your spirit.
5. Brand, brand, brand. Your small business brand should offer customers something to talk about by its very nature. Your brand is not just a logo design (although this is certainly an important aspect), but a mission, a personality, and a promise. The right brand will inspire and educate, giving people a reason to create buzz. If your brand isn’t there yet, meet with a branding consultant to see how it can be refined and improved.

As you can see, creating buzz is not so much about what your business does, but who you are. By following these five steps, you can get people talking in a way that increases your traffic and your sales. Creating buzz is more involved and more powerful than any advertising campaign, so it is worth your money, time, and effort. Don’t be afraid to hire professionals when it comes to this crucial element of small business success.

The New Year’s resolution is somewhat of an American tradition. All over the nation, January is spent coming up with new ways to improve one’s life. Many of these resolutions will be forgotten by Valentine’s Day, but that doesn’t change the power of this habit to make big changes in quality of life. Here are five New Year’s resolutions that can help you build your small business brand in 2011 and beyond.

1. Narrow your focus. You probably have a good idea of who your customer base includes, but now is the time to define these people beyond a few demographic details. This year, take the time to find out what motivates your customers, why they initiate contact with your business, and what it will take to keep them coming back. Knowing how your market works, including how they think and what they feel, will allow you to hone your brand and put every marketing dollar to good use.
2. Evaluate your brand. Do you have a cohesive brand, with a distinct and recognizable personality? Are you making a promise that your customer can believe in? Every aspect of your business from your logo design to your website should be part of a larger picture. Consult logo design and branding consultants if you aren’t meeting the mark.
3. Involve your employees. Your employees are a huge part of your brand, whether they are bolstering it or breaking it. This is the year to inform employees about what defines your brand and train them to be a reflection of this brand in actions and attitudes. If you are having trouble in this area, it is time to look at your brand itself. A small business brand that cannot inspire the people who are on your payroll will be unlikely to inspire new customers.
4. Center on value. ‘Value’ is the key word for marketing this year, and with good reason. While the economy seems poised to bounce back, it is very likely that customers will take their new focus on value well into the new decade. While most small businesses cannot compete with national ‘low price leaders’, value isn’t entirely about price. Offer something extra, and make that something a key part of your small business branding. This value will give customers a solid motive not to flock to lower priced options.
5. Streamline marketing. This will be easy once you accomplish the first two resolutions. Once you know why your customer is walking through your doors or clicking on your links to begin with, you can avoid marketing strategies that don’t fall in line with this brand aspect while focusing on ones that emphasize it. For many small business owners, this means spending less money while reaping a greater reward.

This year can be another year of struggle or the year that you really make it big. The outcome depends on your brand and how well you present it. Making these five New Year’s resolutions will get your business on the right track—the track to success!

Marketing and branding are both confusing topics, especially when a small business owner feels that they are struggling just to break even. However, brand identity has the potential to be your greatest asset, inspiring customers to give your company a try and keep coming back repeatedly. Understanding exactly what makes up a brand identity and how it is different from the similar but not identical issue of brand image will help you build a more cohesive brand.

A brand image is simply what people think of your business, in the shortest and sweetest possible language. There is nothing complicated about it; it is merely the picture that comes to your customer’s head when a friend asks them whether they enjoy doing business with you. Underestimating this image can be disastrous, but it is not the sum total of your brand.

Brand identity, on the other hand is a more complex issue. Think of your brand as a person. While it’s important to know the brand’s gender, age, and demographic information, this is not the most important part of who they are. When you get to know someone, you learn about their beliefs, political stances, hobbies, and favorites. These characteristics add up to who that person really is. These characteristics are what make you interested in the person on an ongoing basis and make you want to be around them—or not. Your business’s brand identity can be designed to produce the same result.

It should be noted that people are good at pointing out fakes. If someone who claims to be healthy eats at McDonald’s every day, their coworkers and friends notice the incongruence. By the same lines, no one can claim to be a fashionista while running around in stained sweatpants. The same way people pick up these and other cues and then use them to gage a person’s sincerity, your customers are watching to see if their brand experience matches up with your brand image. If these two don’t align, your brand identity is likely to get lost in the confusion.

On the other hand, when your brand image and your brand identity are completely aligned, you are set up for immense success. While no person and no business is universally loved, many people will feel drawn to your business and want to engage in an ongoing relationship with your brand. This kind of behavior, called brand loyalty, can make all the difference between success and failure.

How can you make sure your brand identity and your brand image are both aligned and attractive to your target audience? Most companies who have found success in this area have done so by getting help from the professionals. You would never fix your own plumbing or resole your own shoes; branding is far important than both of these and far more complicated as well. Talk to a branding expert today about how you can set your small business up for success by building a professional brand that your customers can believe in.

Many large companies use branded language, so much so that consumers have stopped really noticing. However, this method of driving home a brand definitely has a subconscious effect. Here are a few ways that you can use brand language to build your brand and create a cohesive experience that will keep customers coming back.

1. Tie your name and logo design into every possible communication. One company that has had great success with this is vodka favorite Absolut. The use of the company name infiltrates communications, which can be seen on the website. Visitors begin at ‘Absolut Home’ and from there interact with the Absolut brand through ‘Absolut Pictures’, ‘Absolut Reality’, and even ‘Absolut Contact’.  This word is used just as often in other media, such as in their well known magazine ads. There is no looking at this website and not knowing what brand you are dealing with, which makes it easier for customers to get to know the brand.
2. Choose the language that will define your brand. What do you want people to think about when they picture your small business? Make a short list of words and then use them consistently, not just in marketing but in everyday interactions with your company as well. Consider the success of Disney when it comes to branding. In a survey, people were found to associate the words ‘magic’ and ‘dreams’ with this global media giant. This is no accident; a close look at Disney marketing and communication shows that these words have been used consistently for decades. At the theme parks, characters even use this language in everyday communications, for instance wishing guests a ‘magical day’ instead of a merely good one.
3. Focus on versatility. Words like ‘Absolut’ and ‘magical’ fit neatly into a variety of contexts and communications, making them easy to use on a consistent basis. If the companies in question had chosen something more unwieldy, the result would certainly not be the same. Your branded language needs to follow the same guidelines. The goal isn’t to create awkward sentences; it is to control consumer perception by telling them exactly how to perceive you.
4. Use the smash test. Customers should be able to look at any single piece of your brand and identify it with your company. Break apart your logo design, taglines, signature colors, and branded language. While it is important that these come together into a cohesive and attractive whole, they should also be able to stand on their own as a recognizable part of your brand when taken out of their context. This is called the ‘smash test’, and it is the measure of a truly great brand.
5. Be patient. This is one aspect of branding that cannot be rushed. It will take years for customers to associate your branded language with your brand, but the results will be worth the wait. Luckily, this form of marketing and brand building is completely free, so you can afford to throw in a few choice words and wait for the effect to take hold.

2010 was a disastrous year for many companies, but a stellar one for a select few. What did these brands do that was so different? What sets them apart from the pack? By looking at what these brands did right and applying it to your own business, you can make sure 2010 is just as successful for you.

The first and perhaps most dramatic brand turnaround was seen in Ford Motors. Entering 2010, the company seemed to offer nothing new for an increasingly savvy audience. However, this year saw the release of several new models with unique and innovative features. More and more, Ford is showing their forward thinking side, which is incredibly relevant to tech savvy consumers. They also won serious points for refusing the government handouts that other companies eagerly accepted. Even with American car companies watching profits fall through the floor, Ford was voted the most improved brand of 2010, with sales increasing by 33% in December alone. The takeaway message? If there is a ‘hole’ in your brand, it is never too late to patch it.

Facebook was another brand that saw vast improvement this year. With the website now a major part of popular culture, few people remember that 2010 began with controversy over changes in privacy settings. However, the site has worked throughout the year to become easier to use and to convince consumers that their personal image is safe. In the wave of their mass popularity, a few privacy issues no longer seem like such a big deal, especially not to modern computer savvy consumers. What we all can learn from Facebook is that small problems are likely to be swept away in the tidal wave of a winning brand and logo design. In other words, don’t sweat the small stuff.

Clorox is a good example of using the challenges and headlines of our times to present your brand as ever more relevant. What could be more fuddy-duddy than bleach? However, bleach’s disinfectant power is well known, and well appreciated in a year when epidemics seem to cover the front of every day’s newspaper. Clorox released several new products this year that make it easier and safer to use their product around the house, and publicized these products’ ability to keep American homes free of swine flu and other unpleasant illnesses. Clorox was successful because they have begun to focus on the product benefit—a germ-free home—rather than simply pushing their product. That’s a lesson we all can learn from.

What do a car company, a cleaning product, and a social networking website have in common? In this case, they are all good examples of how to turn around a business in a year or less, leading your brand to the success you so desire. By learning from these business’s successes and adopting a few policies as your own, you can reach your goals and build a brand that customers can truly believe in.

Time to Rebrand? Or Not?

As a small business owner, you may be tempted to expand your brand to attract new consumers. However, this can be a tenuous choice because you risk alienating the old customer base. A good example of rebranding to expand into a new market can be seen with cereal giant Cheerio’s.

When it comes to branding, there are few companies that have achieved the success of Cheerio’s. Cheerio’s are one of the most common ‘first foods’ given to older infants and toddlers. Healthy and shaped to prevent choking, most moms feel fine about throwing a handful of this oat cereal on the high chair tray or stashing a baggie of them in a diaper bag. The key benefits are the shape, the portability, the low sugar content, and the fact that many toddlers can pick the cereal up without trouble.

However, Cheerio’s has recently abandoned this market to focus on adults. The new box shows this shift in brand. Cholesterol information is emblazoned all over the new box, with both the front and the back of the packaging announcing that adults can lower their cholesterol numbers by including Cheerio’s as part of their diet. The fact that the cereal contains whole grains, a key source of fiber, is also prominently displayed.

These facts may entice adults to try this classic children’s cereal, but what does this means for the mothers who make up the core consumer base? Few parents care deeply about their child’s cholesterol; in fact, getting tested for it is not even part of a child’s routine medical visit. Parents certainly want for their children to eat healthy foods, but the definition of healthy for a child is different from that for an adult. Parents care about things like sugar content. In the attempt to market to adults, Cheerio’s has left their core market without a brand to hold on to.

New parents make up one of the cereal’s most loyal customer bases, but that doesn’t mean that the branding should ignore them. Cheerio’s should be asking itself: Will a young mother be likely to put a cereal that is being marketed to her parents in the shopping cart? The cereal offers no reason not to jump ship.

This move may be successful for the cereal brand, but there is a high risk of failure as well. Most parents don’t care about their child’s cholesterol, so Cheerio’s is removing their incentive to buy the brand. There are a variety of child oriented brands on the market, so parents who are subconsciously alienated by the new branding will have plenty of options to choose.

Many businesses, both large and small, try to branch out into new markets. However, it is important not to forget your core market. Cheerio’s could easily include cholesterol information on their packaging while maintaining the brand as a classic, healthy choice for young children. By rebranding in a way that neglects their most loyal market, they are diminishing their brand. A branding consultant can help you rebrand and/or reach out to new consumers in a way that keeps your old ones coming as well.

No single part of a brand is as important as the name. This short phrase will be associated indelibly with your business and in many cases precede your reputation. Whether you are trying to develop a great business name or a name for a new line of products, following these guidelines can help you make the right decision.

• Think of your customer’s needs. There is an ongoing debate in the business community as to whether a unique name or a more generally descriptive one is ideal. The answer to this is simple: what does your customer need? If you are offering a straightforward service or product—that is, answering a basic need—a simple name may be better. On the other hand, unique names usually make the process of branding easier and more effective. You should first and foremost be meeting customer needs and expressing this with your name.
• Keep it short and sweet. Not only is a long name difficult to remember and even harder to fit on signage and letterhead, it may actually be a detriment to your brand. The danger of a long name is that it will invariably be shortened in a way that is unflattering to your business or reduced to a meaningless acronym. Some businesses demand more detail in the name than others, but it’s best to keep it as simple as you possibly can.
• Consider negative connotations. There are a variety of ways that a name can hold you back, either because of a phonemic resemblance to another word or another issue. For example, the Chevy Nova failed in Latin America because their name sounds like the Spanish phrase meaning, “doesn’t go.” Make sure that your name doesn’t conjure up an unpleasant image or one that is not complimentary to your brand.
• Check to see if the name is taken. First, you should search the U.S. Patent and Trade Office’s online website to make sure your idea is not already claimed by someone else in your area or industry. Second, check to make sure that the internet domain corresponding to this name is not already taken. Generally, people looking for your business on the internet will type in yourbusinessname.com, so choosing a name in which this action will take them to one of your competitors is counterproductive.
• Ask others. Once you have a name in mind that obeys all of the above rules, get as much feedback as possible from people in your community. Many people will give you a polite answer, but it is usually easy to see their true reaction. These people can point out anything you have missed, ensuring that you leave no issue unconsidered. If everyone seems genuinely enthralled with your new business name, it just may be a winner.

Many small business owners already have an existing name and brand for their company. Hopefully, these are parts of the same puzzle, creating a cohesive experience for customers and the community. An inappropriate or uninspired name can create problems for even the most well run business, while a good name can lead your brand into a very bright future. If names didn’t matter, we would be watching movies starring Thomas Mapother instead of Tom Cruise, listening to Bernard Schwartz instead of Tony Curtis. These stars knew that their birth name would diminish their brand; a good business owner must have the same sense.

We hear a lot about multicultural brands and companies lately, but few people are specific about exactly what this means. What makes a brand ‘multicultural’? Can this be accomplished authentically, without being disingenuous or insincere? With the United States an increasingly diverse culture, understanding and cultivating diversity both in your company and in your customer base can pay off big.

One company that has made diversity a big part of their brand is Procter & Gamble. Here are a few ways that this home goods giant has accomplished this.

1. Keep it simple when it comes to logo design. Procter & Gamble has very special needs when it comes to logo design. First, the design must be versatile enough to represent the many different products that the company manufacturers. Second, it must be broad enough to appeal to the customer base located over several countries and even continents. In this case, the simple blue P&G, while a little boring and generic, is actually just right for Procter & Gamble. Can your logo design appeal to people from a wide range of backgrounds? Talk to a logo designer if you are unsure.
2. Avoid the melting pot mentality. There is no single campaign that is going to satisfy everyone, so don’t waste time looking. Having a multicultural brand will usually mean identifying your business’s core values and then marketing these values in a way that appeals to people of different backgrounds.
3. Identify important groups. Because you can’t please everyone, it’s important to identify the cultures that you hope to reach. This will allow you to better target them. Once you know who your customer base is, you can begin tailoring a brand to appeal to them.
4. Avoid clichés. The thing about clichés is that they are based on stereotypes rather than a diverse and varied group. No one ethnic or cultural group is homogeneous. This means that you will need to think about more than race, considering the needs and wants of the group you are trying to appeal to.
5. Give diversity more than lip service. This will always come across as fake. Be sure to hire and promote from the ethnic groups that you are trying to reach. Not only will this make people from diverse communities feel more comfortable doing business with your company, it will give you a group of people to survey about how your branding, logo design, and marketing efforts affect your target audiences.

Creating a multicultural brand is more important than ever and will be more so in the future, considering that forty percent of Americans will be an ethnic minority in just a decade.  However, this should be considered not a threat, but a challenge. Your business will survive and thrive while others fail if you think outside the box and look for ways to reach out to a variety of cultures and ethnicities. Creating a multicultural brand is the first step in setting your business up for long term success.

It’s not unusual to go to a website and see a little box from Google Adsense in the corner of each page. Even business websites and other branding sites seem to take advantage of this opportunity. After all, if you can get a little extra income from your website, why not? However, more and more people are finding that Google ads may not be worth the small amount of easy money and are starting to include this in the list of things not to do on your business blog. This is because they often include ads that may not be so good for your brand.

A Little Too Targeted

One of the key problems with Google Adsense is that it offers extremely targeted ads. In fact, they may be just a little too targeted for many people. If you run, for example, a website for your construction website, the links will likely be related to construction. Because Google is so good at “reading” a site, it may be construction companies with similar specialties that are near your area. This means that people who visit your site may end up getting a page filled with ads from your competition.

Conflict of Interest

There are times when running ads for the competition may actually be a best case scenario. Google will run ads from a wider range of moral backgrounds than most of us would have our business espouse. In other words, you may end up with something a little too racy for your customer base on your website. This may be offensive, and it may cause potential customers to leave your site before they can get adequate information or place that important first order. Worse, they may not understand that you are not responsible for the content of Google ads and believe that your business is somehow endorsing the off color websites.

Truth in Advertising?

Another unpleasant possibility is that your customers may be led to misinformation because of Google ads. Some sites are informative in nature, but just plain wrong. Again, customers may misunderstand the way Google ads work and assume that you are somehow responsible for this bad information. If you are like many business owners, you have spent a great amount of time and effort building up your reputation as an expert and don’t need this massive loss in credibility.

For some businesses, it really doesn’t matter what your advertisements say. For others, it can be very important and even crucial to success. There are always other options; if you are interested in making money from your website, you can partner with specific advertisers who are good fits with your brand and don’t present a conflict of interest. There are also programs such as Amazon Associates that allow you to market specific books and products.

Making money from your website is a nice bonus and can cover your web expenses easily. However, it’s important to remember that your website is primarily to market your business. No five dollar advertisement pay off is worth it if there is any chance of conflicting with your brand.

It is no secret that social media is an important and increasingly crucial part of small business success. However, there are times when social networking and marketing don’t seem to be working as well as they might. In these instances, your logo design just might be the problem. Read about the 5 ways social media can help build your small business.

Your social media networking logo design is highly visible on social networking sites. People from all over the globe are seeing your logo and identifying it with the brand that you have defined for them. They are judging you and your business based solely on a single image. Here are a few ways that your logo design will either make or break your social networking.

Your logo introduces you.

Does your logo give a professional and memorable image or is it merely another face in the crowd? Does it assert itself with a firm handshake or shrink back shyly? On websites where no one sees your face (and likely never will), your logo is acting as your face. It’s important that it be professional, unique, and a good representative of your business.

Your logo tells people whether you are a professional.

If your logo design were a person, how would they act? How would they dress? If your logo design is amateur and messy, people will notice and project this image onto your business. Don’t think you can get away with a do-it-yourself job; today’s customers are far too savvy and discerning to fall for that.

Your logo distinguishes you from other businesses.

Whatever field you are in, there is likely a lot of competition in your area and more than you could imagine on the world wide web. While a business name is usually not that memorable, a professionally designed image should be. Your logo will make it easier for fans and potential customers to associate your internet presence with your business, preventing confusion and mistaken identity snafus.

Your logo sets you apart from the spam.

One of the key differences between spam and a legitimate business message is identification. Few people mind an occasional marketing message from a company we know and do business with, but we all mind the faceless randomness of spam. You can avoid being mistaken for a spammer by slapping your logo design—that is, your picture identification—on your social networking websites, business website, and all emails.

Your logo tells people that you are a business entity and not a single person.

It’s important to be clear about who and what you are to avoid hard feelings. Many people feel wronged when they reach out to someone on the internet for friendship and find that they are dealing with a corporate entity. Don’t let this type of mix up lose even one valuable customer.

As you can see, a logo design can have a huge impact on whether your social networking is as successful as you need for it to be. If you think your logo could use a little work, or if you don’t have one at all (tsk-tsk!), contact a logo design professional today. Be sure you do not make the top 5 social media mistakes for small businesses.

Last spring, the US Patent and Trademark Office opened up a new and unusually popular category: medical marijuana. With this legal gray area allowed in fourteen states and being considered in several others, there is definitely a market for trademarked names and images in this category. The result was a rush of marijuana dealers and other businesspeople eager to own the legal rights to the names for their products.

In just three months, the patent office received 250 applications for marijuana related names. Some, like Tartukan Death Weed, don’t exactly paint a pretty picture of the product at hand—especially considering that this is supposed to be a lifesaving medicinal product. Others, like Namers Nirvana, hint at a larger brand being developed. Many of the names used well known references to the drug, including 4-20 (the purported police code for possession of marijuana) or the word ‘green’. There were even a few applications for sodas using the psychoactive ingredient of marijuana, cleverly called names such as Keef Cola and Canna Cola.

Other would-be trademarks seemed to ignore some of the cardinal rules of branding—to be completely original and unique. Names used by famous pro-marijuana figures, such as Maui Wowie and Chronic, have been included in the trademark frenzy. Whether these would have been approved is unknown, as they appear to violate the ‘prior art’ clause that disqualifies a trademark.

Enterprising marijuana-related businesses registered names and even hired intellectual property lawyers to represent their cause. Whether they tried to hire logo design experts is unknown. However, it is easy to predict that this would have been in the future had the trademarking gone forward as planned.

Will you be seeing marijuana related trademarks anytime soon. Fortunately (or unfortunately, depending on your perspective), the answer is no. The Wall Street Journal assigned a reporter to investigating the case and unpleasant publicity began to swirl. While medical marijuana may be legal in certain states, possession of the plant and its active drug is indeed still a federal crime. The patent office soon removed the classification, much to the dismay of pot enthusiasts still planning their clever trademarks.

However, many marijuana dealers and related businessmen are hoping to get their trademarks approved regardless. In fact, a Colorado based marijuana business consortium Panatella Brands has hired a brand development consultant to help them create and trademark a brand. Three months of brand development may not be effectively reversed by the removal of the marijuana classification on the patent office website.

This just goes to show that almost anything, even a naturally occurring albeit illegal plant, can be effectively branded. Even within the relatively narrow field of medical marijuana, there were a variety of brands and concepts in line for trademark rights. Almost any business, product, or service can be afforded a viable brand with the help of an experienced professional. If you need a brand or a logo design for your product—legal ones only, please!—contact a logo designer today.

There was a time when iTunes was a little software company called SoundJam—that is, before it became an Apple product and took over the music industry. Since joining the Apple stable of products, iTunes has undergone numerous transformations. These changes include the music logo design, which has been through many incarnations as it represents an ever-changing company. The latest logo design is a larger change than any other, giving the company a cleaner look that is even more similar to the well known Apple brand. Will this new logo design work? Let’s have a look.

The most recent ‘old’ logo design for iTunes featured a common motif seen in music a decade ago—a compact disc—along with a musical note. Drawn in a somewhat three dimensional ‘Web 2.0’ style, this was an attractive logo design with a few dated elements that seemed to be holding on from the original. First, almost no one uses a compact disc anymore, and Apple was ironically the company that brought about this change. Second, a music note seems like an odd icon for a company that is now offering so much more, including movies, television shows, and just about every media product that includes sound.

The new logo is certainly simpler, which is a better fit with the Apple brand. A simple blue circle that ties into the old logo now encloses a music note. The color is a calming blue that is similar to the color of the old logo, one that is notably used in a variety of software products seen on the market.

This logo design is similar to those used in other Apple products because it is simple yet somewhat realistic. Because of the lighting gradient and perceived reflectiveness, the image appears to be a button on a computer or a website. This is significant because it moves the brand from an obsolete image to a more modern and appropriate one. Moreover, it clearly relates to music, internet music particularly. However, these may be its only benefits. The logo could be used to represent almost any type of music website.

Further, the logo trend of three dimensional images has simply been taken too far. When almost every logo on the internet is reflective and has a slight color gradient, these devices should cease to be used by established companies. Apple can afford to have a logo designed that is more than a generic computer music symbol, but instead they took the easy route. If you look at the history of the iTunes logo, the company has never really had a great logo that represented it well. Apple continues this unfortunate tradition with every logo that they unveil.

While this logo design is an improvement simply because it avoids passé images such as a compact disc, it is hardly the bold, expressive symbol that this company deserves. We’ll continue to use iTunes because of its technology superiority, but we’ll continue to wonder when this company is going to get the daring symbol that it deserves.

With the Gulf oil leak capped—but the aftermath still in full effect—many oil and energy companies are desperate to distance themselves both from British Petroleum and the oil industry in general. While this seems like a sneaky and even deceptive move, it may be necessary in order to maintain customer loyalty in a world where traditional oil-based energy is looking dirtier than ever.

Chevron was the first company to take bold measures to showcase their environmental aspirations. The company released a 150 second ad that addressed their position as an oil company looking for new energy alternatives. “Yes, we are an oil company,” narrates gentle-voiced actor Campbell Scott, going on to detail the other alternative energies that the company is currently developing. The ad spot ends with a simple, “…because we live on this planet, too.”

Customers can identify completely with an ad like this. While it doesn’t deny Chevron’s main existence as an oil company, it suggests that they are trying to make green decisions, just like most American households. It’s a long and difficult road to complete green living, the ad seems to suggest, and it is a road we all walk together. “Our lives demand oil… (but) we can provide it more intelligently, more efficiently, more respectfully.”

Who wouldn’t agree with that? Other oil companies seem to be following suit, with similar but less impactful marketing campaigns that show them as greener and more caring. This is likely an attempt to distance their operations from the more notorious and less publically respected BP, which is in the midst of the largest marketing crisis of its existence.

While companies struggle to distance themselves from BP, BP continues to try to distance itself from oil. It has continued its ‘Beyond Petroleum’ campaign, which was criticized for being overly deceptive. As most consumers are aware, British Petroleum makes the majority of its profit from oil. Like many of the companies trying to create distance from the company, BP is one of the world’s six largest oil businesses.

The problem with deceptive marketing is that eventually the truth comes out. While BP has spent several years and millions of dollars trying to rebrand as a green energy company, they have been unfortunate party to some of the world’s most notorious oil related disasters, including the Gulf oil leak and a 2005 Texas explosion. Their name and green logo design are hopelessly linked with Big Oil. The world can’t forget that this is a petroleum company. The Gulf coast wishes it could move ‘beyond petroleum’. Continuing to deny the facts will only make the company appear even more untrustworthy.

As the Chevron ads have shown, it is possible to create an oil company brand that maintains its connection to its main products while acknowledging the need to move forward with green energy. This kind of honesty is more likely to win fans than flat-out lying. Americans are not idiots; we can see both BP and Chevron logos on gas station signs just blocks from our homes.

Refresh your brand: Think of some of the most iconic brands you know—like Nike, Apple, Coca Cola, and others. We tend to think that these businesses have kept the same brand for decades, when in fact there have been slow but significant changes – a brand refresh. These are often in response to changing markets and changing times. These changes are merely to ‘refresh’ the brand and keep it relevant. If you think your brand could use a little freshness as well, you might want to look for the following four warning signs.

1 It has developed a negative connotation.

This can happen, but it is rarely the small business owner’s fault. A few years ago, having a logo similar to that of then-energy giant Enron would have been fine; now, it is market suicide. Similarly, British Petroleum was considered one of the greener petroleum product companies until the gulf crisis. In less dramatic instances, certain colors and shapes may take on new associations that are not helping your small business succeed. It’s important to remove your business from any similar brands that have encountered public relations disaster… to move them as far as possible, in fact!

2 It is no longer as strong or compelling as it used to be.

There are many factors that can weaken a brand. Perhaps it is similar to a national brand or one in your community, failing to distinguish you from the competition. Maybe it is ambiguous and doesn’t give the strong, clear message that you are seeking. Like the human body, a fresh brand requires constant management and a little flexing to stay strong and able.

3 It is out of date.

The color scheme that seemed perfect a decade ago might just look passé today. Maybe a certain shape or theme was once hip and now it simply makes no sense. The problem with stylish, trendy logos is that they often end up out of date in the long run and lack the staying power that they need. An experienced logo designer or branding expert can help you select visual elements that represent you both today and in the future.

4 It is out of sync with your identity.

Your business has probably changed since you opened your doors, perhaps enough that your brand no longer represents you as well as it used it. Or maybe you reached a little too far; a small business brand should reflect the business it represents, not your hopes and dreams for it or your future plans. An overly lofty brand will leave you with dissatisfied customers, while an under-ambitious one will sell you short. It’s important to walk that middle road.

If your brand needs to be refreshed, there is only one path to small business survival. Consult a branding consultant today and find out what you can do to build a stronger, more relevant brand. This could require a few small tweaks or a complete overhaul. An expert in branding will be able to help you decide the type and extent of changes that you need to lead your business to success.

Branding and rebranding is a constant process for all types of businesses and organizations. Often, constantly redefining a brand is the only way to engage new audiences and set yourself apart from other businesses in the same field. Large television networks are particularly sensitive to the power of branding, which is why ESPN College Football is unveiling a new brand for their college football franchise.

ESPN has a good reason to give college football its own distinct identity. First, it has recently acquired exclusive rights to the popular Bowl Championship Series, which is watched all over the United States. Second, the television network is known for professional branding and graphics, so failure to produce these in this situation would digress from the overall identity.

The new ESPN College Football identity will feature the theme ‘Mania’ and offer a series of quickly changing images that represent college football in the eyes of fans. At the center is a crest, with a metallic gold and rich red, both of which are colors with aggressive undertones. The crest, which definitely relates to colleges and college sports, is subtly filled with the image of a football. This crest will be featured prominently not just in the opening sequences of the BCS games, but in marketing materials and commercials as well.

As part of the overall redesign, ESPN College Football will have special visuals and opening sequences that change slightly throughout the college football season, coming to a finale with special graphics designed for each of the five BCS games.

‘Mania’ is an appropriate theme for the sentiment that many Americans feel about the highly competitive field of college football. As with all good rebranding schemes, the campaign will extend beyond visuals and represent a new way of approaching college football. Rather than showing restraint, ESPN College Football is going to approach college football with the same enthusiasm that the sport’s fans feel.

This new college football logo comes at a time when ESPN College Football is giving many of their existing television series new brands. For example, their college sports network, ESPN U, has also been given a new sports league logo, new graphics, and a new tagline—Never Graduate. These themes will resonate with college sports fans, many of whom are still holding on to loyalties from their own college years.

If you are thinking about having a new identity developed for your own small business, there are a few things to ask yourself. Is your current image working optimally for your business? Is your image dated or otherwise out of touch with the realities of your market? Are you willing to put in the energy it takes to have a new image designed and introduced to your customer case? These are all important things to consider before investing the time and money that rebranding requires and make sure not to make the top 5 rebranding mistakes.

Regardless of how you answered the above questions, the question of whether to rebrand can best be answered by you and your logo designer. If you wonder whether your identity and logo design are working for you, contact a logo design specialist today.

Rise of Green Branding: Proven Strategies for Going Green and Saving Money at the Same Time

Going green is the most important cause of our times, which means that incorporating ecologically sound principles into your business can enhance your small business brand and make you a more attractive option for customers. However, many small business owners worry that becoming more ‘green’ will be expensive, inconvenient, or otherwise interfere with everyday business. Here are a few tips for becoming a green business in ways that will cost nothing or even save you money.

Turn things off when you aren’t using them.

Most people do this at home to cut electricity costs, but the potential at work is even greater. Did you know that 44% of an office’s energy expenses are lights? This is an easy way to cut back while going green—by using more efficient light bulbs and turning off lights in rooms that you don’t use.

Join green groups.

There may be a local small business association with a green agenda in your area—if so, join it. If one doesn’t exist, consider starting one yourself. Similarly, join industry associations that focus on being green and forward thinking. You will be able to learn how other businesses similar to yours handle ecological practices and make valuable contacts at the same time. Make it public knowledge that you belong to these organizations, as this will increase business from eco-minded consumers and add a leaf to your logo.

Be sensible about printing.

Many documents can easily be printed in a smaller font or on both sides of a piece of paper. Unwanted paper can be composted, recycled, or used as scratch paper. Evaluate memos and other paper documents to see whether they are truly necessary. In many cases, an electronic version will be the cheaper and greener option. As a bonus, you won’t have to take out the trash as often.

Choose eco-friendly products.

From cleaning products to paper, almost every conventional product has a green alternative. In many cases, these cost the same or only a tiny bit more. It’s easy to choose eco-friendly products when doing so makes no difference. It’s surprising how these small decisions can make a huge impact, especially when many businesses like yours begin to make good choices.

Think alternative.

From planting a small garden in front of your office to switching to solar energy, there are many green alternatives that business owners simply don’t consider because they seem unconventional. However, there was never a better time to consider being unconventional as a business practice. In many cases, such as with solar panels, there are government grants and incentives that can make these changes a financially advantageous decision for businesses and individuals. As your business grows, so will your savings.

This list is just a start.

There are numerous ways to save electricity that are virtually free and may even save you money in the long run. As a bonus, you can make new contacts and impress a whole new customer base. Green Logo business and living is one of the most celebrated causes of our times, but there is no need to ‘greenwash’. Your company can afford to make green decisions and have a positive impact on our globe.

Many companies struggle with the issue of importing products from other countries. On one hand, this can be a financially beneficial arrangement; on the other hand, it can be difficult to control quality and product specifications in manufacturing facilities on another continent. Small businesses are not the only ones dealing with this dilemma; UK media company giant BBC is also struggling with the issue of whether foreign imports weaken their brand. In this case, however, the imports are popular television shows brought across the Atlantic from the United States.

Many people in the UK watch these TV programmes on a regular basis. Series such as Mad Men, Damages, and Heroes are some of the most popular products offered by the BBC. However, there is no question that these programmes are distinctly American. In many cases, the programmes cost more than a British equivalent might. With plans to downscale taking hold at BBC offices, one proposal is that the media company cut back substantially on imported television programmes and instead focus on providing high quality in British programming. Foreign programming from European nations is also on the chopping block, including the French Spiral and Swedish Wallander. Television programmes will not be the only victim of this restructuring; the company also plans to get rid of two radio stations and cut back to website to half of its current size and range.

The BBC’s ‘Britishness’ infiltrates the brand, logo design, and even the company name. However, many of the network’s most popular television programmes are distinctly non-British. Not only does this diminish one very important aspect of this UK brand, it also takes resources from other endeavours that are more consistent with the BBC brand. With funding growing more and more scarce, the company was faced with making substantial and wide-sweeping cuts. In branding terms, choosing to chop expenses that, while popular, may not be congruent with the brand and focusing instead on aspects that are more relevant makes good sense. However, many people in the UK may initially be very distraught to discover that some of their favourite programmes are part of the cut.

One project that will benefit from this proposed plan of action is the upmarket BBC2. The budget for this channel will be increased by £25 million, in part with money saved by the cuts to foreign programmes. The BBC plans to focus on offering high quality, original, British programmes on this channel to compensate for its lack of foreign imports.

The BBC may be British down to its name, but in recent years the company has focused on dominating global media with channels available in almost every nation and, conversely, bringing programming from these nations to the UK. This switch will represent a major change in philosophy and perhaps create controversy. However, in the end this may be a positive choice for the brand.

If you are a company struggling to balance the benefits and drawbacks of foreign imports, the BBC situation should definitely be of interest. Whether this new strategy succeeds will set an example for businesses all over the UK.

Rebranding success story can be a great way to generate new interest in an old product. Logo Designs or emblems can often date products, companies, or sports teams. When interest flags a revision of the entity’s image can generate new business or interest by adding excitement both internal to the entity and externally.

Color choice can be key when re-branding. Older images have color schemes which correlate to what the market felt for the shapes and colors that were chosen, now they serve only to date the logo itself. Because how the public sees use of colors in logo design changes choosing new colors can represent the ideas of a company in a new way.

Shapes as well as line design seldom change in the minds of the public, but when redesigning a logo or icon, it is important to make the entire piece work together to one end as seen in the top 10 logo makeovers. Keeping in mind the core ideals of the entity, the new logo should bring to mind the essence of the entity’s mission statement both internally and externally.

There are a great deal of success stories for rebranding logos. The Denver Broncos redesign their logo in 1997, they saw increased interest in merchandise for instance. The former Denver Broncos logo was dated feeling and proved that logo redesign need not be radical. Having no energy from the mostly orange uniform and helmet, after rebranding the actually play of the team may have changed, but the way the play was perceived changed. The logo design team felt more modern after its rebranding, giving it a relevant feel, which the fans seemed to receive very well on the whole.

Coke rebranded itself for a time in the 1980s from the long cursive letters to the simple Coke text for time. They also “updated” the flavor of Coke to something more akin to Pepsi, in an attempt to grab market share. This attempt failed, and Coke-a-Cola drinkers seemed pleased when the classic flavor came back.

In Coke’s case, it rebranded to try for an updated feel. If Coke had not rebranded the Coke “classic” to the newer Coke, then it may have done even more harm to the company’s reputation. This event has been almost entirely forgotten now, because Coke was able to return to their “classic” taste and win back its original market share.

Logos can also be a great way to influence public opinion. If there is an event that an entity would like to put into the past, both new management and a new logo create a sense of a “fresh start”. This has been used for decades to recover from poor public opinion.

In the end, re-branding with a new logo can create some great public relations. This can be used as a springboard into more public interest. This then transfers into more interest as well as likely revenue. However, when re-branding be sure to research your target demographic in depth to have the strongest effect possible and avoid the top 5 rebranding mistakes.

The globe seems to be shrinking, with even small businesses branching into new markets in new countries. However, many find that they don’t achieve the success they were seeking. A large part of this problem is due to a lack of understanding of the interplay between international positioning and branding.

If you currently have a small business in the USA, there is a good chance that you already have basics like a logo design, brand, and position. However, what many business owners don’t recognize is that, while a logo design and brand remain fairly stable even through expansions, a company’s positioning may have to be modified in order to find success in a new market. Luckily, this can be done through a few simple steps:

1. Identify your market. This basically includes information about your potential customers.

2. Identify what makes your product or products unique in the market. What problem will they solve for your target customer? Do they have a unique or unusual benefit?

3. Examine how these interact with your brand. If your position and your brand don’t ‘go together’ well, you will need to return to the drawing board. Obviously you don’t want to diminish the power of your brand while trying to expand it.

4. Present these unique aspects to people in your market. Their feedback will help you modify your positioning until it perfectly fits your target customers’ needs.

When you were first starting your business, you likely did the first two steps intuitively and completed the third by asking friends and family. Unfortunately this will not be as simple when dealing with a new market. When dealing with a new area or a nation outside the USA, this process becomes much more difficult because you don’t automatically understand the way your new customer base operates. Your challenge is to identify how your products and services are going to help them and then position your product as a solution to a problem. In this situation, it is essential to get feedback from people who understand the way the unique local culture operates.

One important thing to remember is that your position is separate from your brand. While your brand should remain relatively unchanging, your position can and should vary from market to market. This is due to a difference in values and perceived needs from place to place. However, your position in different markets certainly should be congruent with your brand and your logo design.

Much of this seems intuitive when you are dealing with your own area. However, even if you are running a business in Cleveland or elsewhere in the USA, this exercise can be extremely beneficial because it helps you to understand your position in your own market.

Many people misunderstand the difference between a brand and a position, but they are actually quite easy to tell apart. If your brand is a noun, your position is a verb. However, there is one key thing that branding and positioning have in common: they both serve to differentiate your business from the many others out there and help you build a strong future.

Color Me Successful: Five Ways to Incorporate Color into Your Brand

Most brands have a signature color scheme, whether it is black and white or a more creative palette. However, many companies think that their carefully chosen colors are limited to their letterhead, logo, and signs. However, using your colors throughout your business will give a better rounded experience to people who interact with your business while helping to make those colors synonymous with your brand. Here are five places on top of the Top 10 Wearable Places to Put a Logo where you can show your true colors with huge success.

Locations. This includes both the interiors and the exteriors. Even bright or unusual colors can be used as accents. If your signature color is too dark for a primary color, try lightening it or reserving it for trim. Your colors can also be used in interior decorating and even in your home decoration logos. The main intent is to have your color associated with your business, and this can be done in a variety of ways, but all come down to simply using your color as often and as obviously as possible.

Employee uniforms. Your employee uniforms or dress code are natural extensions of your brand, so why not make them coordinate? Many well known companies have done this with great success. Not only does it add to your branding, it makes it easier for customers in your location to separate employees from other shoppers with company uniforms. It may even inspire more brand compliant behavior in your employees, as it will be a symbol of the image you are trying to project.

In-Store Signage. Most companies include their brand colors on their outdoor signage, but they drop the ball when it comes to indoor signs such as posted memos and location signs. In many cases, these are printed on an in-house computer, so it isn’t very difficult to change the colors. When all communication and signs are printed in your color and font, it adds to the entire branding experience and enhances brand recognition.

Product Packaging. If you are packaging any of your products or placing them in bags at purchase, it’s important to use your brand colors in these packages. This will take your brand into your customers’ homes, where it is bound to be seen by other people. Having your brand name on product packaging, including store bags, will improve visibility while taking your logo into the public in new and powerful ways.

Advertisements. A brand is an important part of your marketing, which is why it is so shocking how many small businesses do not incorporate their brand colors into their advertising. If a person is featured in your advertising, make sure they are wearing your colors. Incorporate brand fonts and colors into the text. There is no reason not to do these things, and they will have positive impact on your business and your brand.

This is not a comprehensive list, but rather the five places where the use of color in your logo design will have the most impact. Your brand colors, image, and fonts should be used throughout the business, wherever they will be visible and give a positive impression. This will build your brand and help you reach your branding and business goals.

Every small business owner wants to have a strong brand, but there are certain elements that will kill your brand before it even gets off the ground. Some are mistakes that occur in the very inception stages, while others are issues that come up after your doors are opened. All have one key thing in common: they are deadly to your branding and marketing. Here are the first five of ten branding mistakes that are more than mistakes—they are flat out disasters.

Choosing a generic name. “North Street Auto Sales”—sounds good, right? Many business owners consider a name like this, and almost as many choose it. However, it is a drastic mistake. What if you decide to move your lot? What if you branch out into another, more lucrative area? Most important, how will customers tell you apart from the auto sales lot on South Street—outside of location, of course? Choose a name that portrays what sets you apart from the competition. It’ll take more time and brainpower come up with the perfect business name, but it will be worth it. Nothing about your brand should be generic.

Not understanding your customer. In branding, as in excellent customer service, the customer always comes first. Before you can design a brand that entices your customer, you must know who he or she is. Making decisions without knowing whom you are making them for will be leaving the success of your marketing to chance, a mistake that no company can afford to make.

Inconsistency. A brand is a promise, not just of a particular product or service, but of a certain presentation, service level, and type of emotional gratification. Breaking this promise will not only leave the customer unsatisfied, it just might make them angry enough to never return. That is hardly the impression that a small business wants to earn. Make sure every aspect of your brand, from your marketing to your service to your product itself, presents an accurate and coherent picture.

Having an overly complicated logo design. Customers should not have to struggle to understand you, but this can happen entirely accidentally if your logo design focuses on too many ideas at once. Make sure your brand can be summed up in a sentence, or better yet, a single phrase and try to instill that into your logo design. This will make it easier for customers to ‘get’ you and also be less restrictive on your marketing strategies.

Ignoring branding in non-marketing activities. Your brand should permeate your business, leaving no area untouched. From product development to customer service, it all needs to be a perfect fit. Think of successful businesses such as Nike and Macy’s. They don’t just market their brand; they are their brands. These are not exceptions, but rather two very good examples of one set-in-stone business rule.

Are you committing one of these branding sins? Call a marketing consultant today to find out how you can get back on track. Most of the time, a few small changes are all it takes to build a stronger brand or to restore a diminished one to its former glory. Check back tomorrow for the other five branding disasters.

There are branding mistakes, and then there are mistakes that will forever compromise your brand. Knowing them will keep you from falling into pitfalls that have ruined other businesses just like yours. Here are the final five of the top ten branding disasters.

Stagnating. As the old saying goes, never keep all of your eggs in one basket. The same goes for the business world—you should always be developing a variety of new ideas. Some won’t pan out, but that special one might be the breakthrough that takes you to the top of your field. Your customer needs to have a good reason to return, and constant, relevant change is one very good reason.

Following the pack. This is a variation of stagnating: only changing when your competitors do. While there is nothing wrong with adopting certain practices or products that have been successful for your competitors, this should not be the limit of your innovation. Always be thinking of new ways to make the customer experience more positive and more congruent with your brand. If you are just following the others, the customer has no reason to choose you.

Changing too often. Moving with the times is important, but doing so at a rate that makes customers dizzy will be counterproductive. While your brand and your business must be flexible, there have to be core values that remain relatively the same over time, something the customer can hold onto. These distinguish you from your competition, so tampering with them is done at your peril.

Diverting too far from your target customer’s price range. Price is an important part of brand. People go to Tiffany’s expecting a very different shopping experience and a very different bottom line than they would expect from Walmart. The same way Walmart would compromise itself by offering five figure baubles, Tiffany would have a hard time selling themselves as a premium retailer if they had a bargain line with equally low prices. It’s okay to push the limits of price, offering an occasional bargain or a slightly more upscale product, but know your target market’s price range and stay close to it.

Focusing on product rather than customer. Don’t focus on what makes your product special; instead, let the customer be the star. How will your brand make your customers life easier or more enriched? These are the values that should govern your branding and marketing. Always view products through the customer’s lens, understanding how they will impact the person’s daily life.

While these branding disasters can be devastating, they are absolutely reversible. Every day is a new chance to build a stronger brand, and a stronger small business at the same time. Whether you are a branding disaster or just have made a few minor missteps, a branding consultant can get you pack on the path to success.

Places to Be Seen: The Five Best Social Networking Sites for Small Businesses

Every business owner knows that social marketing can be the key to success, but it can be hard to decide exactly where to focus your efforts. We know that no one has time to keep up profiles on twenty different sites, so here are the top five social networking sites for small businesses like yours. By focusing on one or two of these, you can make sure your efforts pay off without detracting from actually running your business and get some free sources of advertising for your small business.

1. Facebook Logo Design

Everyone is on Facebook lately, which is why you should be as well. This social networking site is where modern people of all ages go to make friends, share new ideas, and of course to learn about new brands and products. Facebook is the grown-up equivalent of the teenaged social networking sites, and an invaluable source of free marketing for business owners savvy enough to use this platform wisely.

2. LinkedIn Logo Design

This website caters directly to professionals, which can be a real benefit as well. It is a valuable area for sharing information and meeting new contacts. You can learn from the foibles of similar business in similar areas, find a mentor who has been where you are, or merely find new and interesting suppliers. If your business caters to other businesses, you cannot afford not to be seen on LinkedIn.

3. Badoo Logo Design

If you have any European customers, Badoo may be a site to check out. This site is quickly becoming the premier social networking site in England and beyond. It’s a great way of taking your business global, especially if you are selling a product that is not widely available in Europe and you are willing to familiarize yourself with the travails of running an international business.

4. Yelp! Logo Design

Yelp is a website where customers can leave reviews, good or bad. By setting up a profile and inviting customers to leave an honest opinion, you can kick start the kind of word-of-mouth buzz that makes small businesses take off. Just be sure you are providing the caliber of service that will create glowing reviews and not the exact opposite. Remember that word of mouth can go both ways.

5. Classmates Logo Design

Are you more likely to buy products from childhood friends and other people that you remember from your early years? If so, you are not alone. Luckily, this goes both ways; people you knew from way back when will love being able to support your current business ventures. Give them the opportunity by setting up a profile at this bustling website. Websites such as Classmates offer the ability to set up a profile with a link to your website. These profiles require less maintenance than other websites, so you will get more bang for your time.

Social networking is not just a fun way to waste a few hours; it is also a reliable and predictable way of marketing your business to a whole new customer base while getting low cost visibility for your carefully crafted brand. Don’t get left behind by the cyber revolution; take advantage of these and other web opportunities to take your small business to the next level by learning about the top 5 ways social media can help build your small business.

Branding Through Your Website: 5 Ways Your Website Can Add Credibility to Your Small Business

When most people think of website branding, things like logo use and color schemes come to mind. While these are essential parts of creating a cohesive brand that customers can relate to, there are other aspects that are just as important. Here are five ways your website can help create the customer credibility that you need to find success in the cutthroat world of small business.

Include a buyer’s guide. This guide should include honest information about your products and a way for customers to determine which of your products is perfect for them without using up valuable staff time. Modern consumers like to make informed decisions, and this will give them the tools they need to make a purchase without having any reservations. Plus, it will show them the range of products or services that you offer and keep them from seeking similar information at a competitor’s website.

Provide post-sale care. This can include maintenance guides and advice for getting the most out of the purchase. Offering this information will allow consumers to feel confident in the range of use of their selected product while preventing unhappy customers and unnecessary returns. You’ll get bonus points for showing alternative uses or gift giving options.

Allow customer ratings. If you let customers post ratings of your services on your website, it will be a symbol of openness. Even better, leave all ratings up, even negative ones. While it is appropriate to post a response explaining why the customer was so unhappy, having a few less than perfect ratings on your site will show that you are being honest and allowing all reviews to be posted. The good reviews, meanwhile, will give prospective customers an idea of what it is like to deal with your business.

Emphasize your charitable side. If you give regularly to certain charities or are an integral part of your local community, don’t be afraid to show it. List your recent donations on a special charity page and include a link that allows customers to donate money on their own. While most customers will not take you up on this opportunity, it will nonetheless send a message that you care about others and put your money where your mouth is.

Include personal information. This is a good place to put a family picture or other relevant image and present yourself as a person with a life and a history. Showing people that you have a family and a life outside of work will give your company a face and make them more likely to want to support you.

Your website is a marketing tool—first and foremost. However, these personal touches are not merely vanity, but ways of showing your customers who you are and what they are supporting with their hard-earned money. If you have a website, it’s important to set yourself apart from the millions of similar sites on the web and here are 5 ways to brand your website. Adding these five elements will inspire the customer confidence you are seeking but you should know your branding limits but I guess it is no different from developing a personal brand that works.

Do you have a small business without a tagline? It’s not unusual for owners to neglect this one very important aspect of branding. If you have a logo, a brand, a website, and a range of products, this may be the missing link that pulls it all together. While every tagline is different, here are a few basic rules for writing one that works for you and your business and some information on effective use of slogans in logo design.

Keep it short. One short line should do well; anything more becomes tedious and difficult to add to business cards and signs. You don’t have to use a complete sentence; a tagline is merely a short phrase that you would want people to conjure up when they think of your business. Adjectives and excessive punctuation logos merely detract from the purpose, so keep it as short as you can make it, under ten words at the very most. Consider the Altoids tagline: ‘Curiously strong’. In two words, this company communicates everything you need to know about their mints.

Evoke an image. Many people are visual thinkers and need something they can actually picture in order for a tagline to be effective. Your tagline will be most effective if it conjures up an image of customers doing something concrete, hopefully doing that something using a product bought from your business. HP does a great job of creating a very vivid image and a call to action in one word: ‘Invent’.

Be descriptive. This can be difficult to do in the relatively short amount of space available, but nonetheless it is very important. A tagline that describes the chief benefit of the product, the one thing that truly sets it apart, will be a huge success. The M&M’s tagline is a great example of this, because people know exactly what the company means when they say ‘Melts in your mouth, not in your hands’.

Ask around. There was a time when Jimmy Dean’s tagline was ‘Eat Jimmy Dean’. While the double meaning is humorous, it was not intended and certainly did not add to the brand. It’s easy to see how a misstatement like this might get in the way of company success, which is why it is so important for you to show your tagline to several different people before unveiling any tagline. Asking a few people should prevent catastrophic errors like this from sabotaging your brand.

Stay with the brand. It’s important that your tagline fit in with your brand and compliment it because it will be associated with your brand just as much as your logo. In fact, many companies actually use their tagline in their logo. Nike’s well known swoosh is one of the most memorable logos on the planet, but not nearly as recognizable as their ‘Just Do It’ tagline. When your customers cannot see your logo without thinking of your tagline, you will know you have found success.

To slogan or not to slogan. A tagline is an important part of your brand, so give it the thought and creativity that the process deserves. The perfect tagline will resonate with your audience and make your business’s core values known to potential customers. There is no way to overestimate the effect that this can have on the success of your small business.

Branding Traps that Small Business Owners Can Avoid

Many small business owners either consider branding an impossibly huge task that is too massive to undertake or, alternately, an insignificant one not worth the effort. The truth about branding lies somewhere in the middle. By following proven steps to branding and avoiding the pitfalls, it is possible to create a cohesive brand similar to that used with great success by large corporations. Here are the five most common myths about small business branding.

Branding costs a lot. Sure, you will have to make a financial investment in a professional logo and marketing, but beyond that, branding is as simple as playing up your business’s strengths and maintaining consistency. You can build customer recognition through social media ways and other free sources, making branding one business tool that is accessible to all.

You have to wait for word of mouth. Word of mouth marketing, when customers discuss your business or product with others, is the most powerful kind of marketing. However, don’t think that you need to sit on your hands and wait for customers to start talking. Build relationships with customers and offer incentives to talk about your company with others. You may feel a little uncomfortable asking (at first), but it is a practice that will pay off.

Marketing campaigns should reach as many people as possible. Many people think that their business needs constant and broad ad campaigns to build and maintain a customer base. This is a myth perpetuated by ad salespeople all over the nation, and it can be a scary misconception for new business owners with a small budget. In fact, targeted marketing is both cheaper and far more effective. Know your target audience and the type of marketing that appeals most to them. Anything that doesn’t reach this market or doesn’t pass their filters will be money wasted.

Your products speak for themselves. This is only a half-truth. Your products certainly will do a lot of marketing for you if they are high quality and worth the expense. However, if no one buys your product, this message will be silenced forever. Getting the word out about your products allows customers to try them for themselves and hear the message you are trying to send. Always let your products speak for themselves; first, give them an audience to hear what they have to say.

People like unattainable brands. Quite the opposite, actually. While there are a notable exceptions, the modern customers is drawn in by friendly employees, comfortable and aesthetically pleasing surroundings, and a product that is easy to use. Even the snobbiest upscale shops are turning more and more to offering great customer service because that is what the average customer wants. Whatever your brand, make sure you have a friendly outgoing staff willing to live it while they are on the clock.

By avoiding these five misconceptions, you can stay out of the traps that have ruined many small businesses. As you can see, branding can be very simple once you learn to avoid buying into mistruths and instead educating yourself about the power of your brand.

Personal Brands: Five People Who Made It Big By Branding Themselves and Everything They Touch

Many celebrities now are focusing on building their personal brand and creating an image that fans and colleagues can trust. However, this was not always the style. The following five people were branding themselves and their companies long before brand was a verb.

1. Oprah Winfrey Logo Design

The Oprah brand is one of empathy, compassion, and caring. However, this brand wasn’t built so much through ad campaigns and billboards as it has been through sheer honesty. Oprah Winfrey has been open about her struggles and shown women the tools that she has used to overcome them. This is a position of extreme sincerity that is both commendable and very easy for women to identify with, leading millions to watch her show, subscribe to her magazine, and identify with any cause she promotes.

2. Martha Stewart Logo Design

Martha Stewart’s personal brand has been strong enough to stay with her through numerous scandals and personal missteps. Regardless of the figurehead’s personal behavior, the Martha Stewart brand is one of gracious living, attention to details, and dedication to home and hearth. In an era when many women work, the Martha Stewart brand has an attraction that is impossible to deny. She re-introduced traditional housewifery at a time when women were ripe for the message.

3. Hugh Hefner Logo Design

This name may look out of place in a list of businesspeople, but make no mistake: the Playboy brand based on Hefner is and always has been the selling point of the magazine and products. Few magazines have bestselling books, apparel, and other lifestyle items associated with them, so this company’s merchandising success is evidence of the power of Hugh Hefner’s brand. The Playboy image of a gentleman with a love of the female form was carefully crafted and continues to be powerful decades after its inception.

4. Mary Kay Ash Logo Design

Mary Kay Ash has made multi-level marketing a respectable job by allowing millions of Pink Ladies worldwide to feel empowered. The combination of traditional femininity and attention to appearance with business and achievement is an image that resonates with modern women who feel caught between two conflicting worlds. Mary Kay Ash and her personal brand gave women permission to be ladies and businesspeople, a message that many women were eager to accept.

4. Steve Jobs Logo Design

This iconic CEO resurrected Apple from a dying obsolete machine to a cult classic. This is due not just to the machines, but to the man. Unapologetically quirky and savvy to the preferences of closet nerds everywhere, Apple as led by Steve Jobs became not a second best brand, but a preferred one that is worth any drawback. This keeps people lining up for the next innovation from this niche brand.

As you can see, a person can effectively be a brand, representing a company and inspiring others to buy into it as well. These five people found great success, often building businesses from the ground up with little more than their personal integrity. This is a branding message that everyone can learn from.

Many business owners understand why they should have a business website and why it should look professional, but not how to make it reflect well on their business. Your professional online image is a conglomeration of visual cues and other subconscious information that tells customers whether you are trustworthy and capable of delivering what you promise. Here are five tips for building an online image that will make your business boom.

Keep a Photograph of Yourself on Any Websites and Blogs. This makes people trust you more because they see you as a real person. Some studies have even found that customers are twice as likely to do business with a person whose picture they have seen. Clearly there is no underestimating the power of having a simple, professional portrait where customers can see it. It will give them a face to picture when they are ordering or otherwise communicating with you.

Create an ‘About Me’ page. This is a place where you can tell potential customers a little bit about yourself; for instance that you are married with children or that you enjoy spending weekends with your five cats. Make sure the information you include is just personal enough to make you seem like a real person, but not anything that could be held against you or that could turn customers off.

Make a Media Room. This will have basic information and figures about you and your business as well as relevant pictures, videos, and any recent press releases. Not only does this give your website the professional feeling of a larger one, it also opens up a world of opportunity when it comes to free advertising. The media loves to tout the latest thing; if you are the latest thing, make sure everyone knows about it. You just might be the next small business owner talking up their product page on Good Morning America.

Use Signature Fonts and Other Branding Visuals. If your brick-and-mortar business has a signature font, a color palette, or other visual images associated with it, your website absolutely must coordinate. Your logo should also be an integral part of your website, included on every page if possible. Visual branding will make your website feel like an extension of your store.

Get Feedback. Customers love more than anything to be listened to, so include a space on your website where they can communicate with your directly. This will allow you to get in the customer’s head in a way that would normally be impossible. If you respond immediately to comments and questions in a polite and informative way, you will be building your brand without even spending a dime.

As you can see, it doesn’t cost a ton of money to have an online presence that works for you and not against you. Because many business owners neglect this one very important aspect of branding, having an online presence that is professional will help you get ahead in almost any kind of market.

The Deadly Five: Branding Mistakes That Destroy Small Businesses

Branding is one of the keys to success in the world of small business. However, inappropriate or poor branding can be one of the most devastating hurdles for a business of any size to overcome. Here are the five branding mistakes that are most likely to take you down, regardless of the type or size of business that you run.

Not having a vision. Who are you? Why should people buy products or services from you in a world that is literally crammed with alternative choices? How will your business grow? If you cannot answer these questions, your customers won’t be able to either. This is why it is essential to have a vision of what your business stands for, what sets it apart, and where it will be in the future. Without this direction, you will merely be treading water, which is exhausting and gets you nowhere.

Not knowing your audience. Many small business owners get caught in the trap of trying to be everything to everyone. While it’s good and even necessary to carry a range of products and/or services, you are doing yourself a huge disservice when you wear yourself out trying to keep everyone happy. Know your target demographic and target everything at them. You can’t be everything to everyone, so focus on the people that can make all the difference in your bottom line.

Neglecting your brand. Everyone leaves the marketing consultant’s office fired up, but the fervor seems to wane after a few months. Before you know it, you and your employees have slipped back into old habits, the store looks just like it used to, and the only remnant of your once-strong brand is the logo. You need to be aware of the top 10 logo design mistakes to ensure your logo design is up to scratch. Don’t let this happen; get good use of your marketing dollars by maintaining your brand as long as it is appropriate for your business and customer base.

Not changing your brand when necessary. Even the best brand loses timeliness and looks passé after a decade or so. Because you cannot afford to let your business stay in last decade, this is the time to rebrand. It isn’t as scary as it sounds; large corporations do it all the time, and it may actually be the difference between success and fading away into bankruptcy. Of course you have to be also aware of the top 5 rebranding mistakes.

Doing it yourself. Branding sounds like an easy task when laid out on paper; so does brain surgery. Just as you wouldn’t expect a good outcome from a home surgery job, you shouldn’t expect a brand that you developed by yourself to equal that of one created by a professional marketing consultant. Leave marketing to the experts; it will leave more time for you to run your business. For example, if you try to put a website together by yourself, you will definitely see the loss of opportunity from that action. Be sure read about the top 10 website design mistakes.

By recognizing and avoiding these five most deadly mistakes, you will be giving your business a much higher chance of survival. Branding and marketing effectively always pays off in the end, so get the brand you need to be successful and let your business shine.

Photo Credit: http://www.theclayfox.com/blog/what-the-hell-is-wrong-with-blue-bells-marketing-department/ – “…there’s something VERY unsettling about a visibly dirty old construction worker with a p****e mustache holding an ice cream bar on a stick and smiling. The last thing that makes ME want to do is purchase and eat a Krunch Bar.” – hilarious!

Complimenting Your Own Branding: Developing a Personal Brand that Works with Your Business’s Brand.

What does a personal brand have to do with a business brand? Unfortunately, it can make all the difference. If you are associated with a company, either as employee or owner, and you make a bad choice during work time, that mistake will likely be held against you and the company. Here are five things to keep in mind when developing a personal brand that works with your professional one.

Twice the exposure means twice the views… if you play your cards right. Offering links back and forth between the company website and your own can develop get your name out to more people. However, these people may not be targeted viewers. Generally, your personal blog should be in the same genre as your business or a related one if link sharing is going to be successful.

Build contacts. While this may not be possible, it’s always good to begin building up a list of contacts before you even begin seriously business networking or blogging. This prevents the frustration many new people feel of performing for no audience. On the other hand, it can be difficult to build a following when there is nothing to follow, so don’t let a lack of public interest keep you from making decisions that are good for you and your business.

Build content. Whether your web presence is a fully featured website, a hosted blog, or a few social networking memberships, you will have to work, especially at first, at creating a web presence that is attractive, complimentary in color and style to your business’s branding, and accurate. Often all it takes are a few posts, but this can vary from business to business.

Keep it light. A personal web presence that is linked to your professional one can have much more personal information, but still nothing that you wouldn’t want shared with the world. After all, putting something on the internet is quite literally sharing something with the world. In general, light hearted things like jokes and updates are about as deep as you can go when your professional reputation is at stake.

Keep it clean. Modern consumers are looking to weed out the rats, so don’t embarrass yourself or your company with crude behavior or language. There is no reason to swear on any website, but especially not one that is linked to your professional image.

The five guidelines are by no means comprehensive, but they should give you a good idea of what kinds of behavior are expected of you and your employees once you begin to make links between your professional brands and your personal ones. By building a personal brand that is strong and respectable, you can bolster your business and make customers feel more at home with you. Building a personal brand that is less than ideal, on the other hand, can have a very negative impact both on you and your small business.

Billboard for a Brand: Top Five Types of Logo Signage for Small Businesses
What’s in a sign? While many small business owners think of signage as something to hire out to the lowest bidder or even neglect entirely, there are few things as important. Your community and your potential customers are making assumptions about your company’s quality and professionalism based upon the quality of your signs—or lack thereof. Here are the top five signs that are important for small businesses.

Building Mounted. These are the signs that come to mind when you think of signage. They are attached to your locations, usually on the roof or otherwise on the building. Not only do building mounted signs tell customers where you are located, they also communicate key facts about your branding and the type of experience people can expect to have when they walk in your doors. Clearly, building mounted signs are important, but they are not the only important sign that a small business needs.

Freestanding. Like building mounted signs, freestanding signs also provide clues about location, but they are attached to a foundation or other structure rather than to the building itself. Freestanding signs are particularly important if your building is set back from the road, as they give you higher visibility while allowing customers the chance to make a safe, legal turn into your parking lot. If these signs are inviting and visible, they will increase foot traffic and, hopefully, spur-of-the-moment purchases.

Changeable Copy Boards. This category can include signs with removable and rearrange-able lettering as well as the electronic message boards that have become popular in recent years. Whatever type suits your style and your budget, changeable copy boards give you an invaluable chance to communicate with a large group of potential customers, whether it is about a sale, a new product, or extended hours. Because they cost little to maintain, these offer some of the lowest-cost advertising and marketing you can find.

Interior. You probably have interior signage, even if you don’t realize it. These are the many signs around your physical locations, such as the signs that display your hours and signs that help you comply with legal regulations such as the Americans with Disabilities Act. It’s important that these be both high quality and congruent with your brand, for example having your signature font and colors. You may even want to include your logo as a means of boosting customer recognition.

Wearable Signage. Every employee who interacts with the public on behalf of your business should have a uniform, an imprinted shirt, a name badge, or some other wearable signage that advertises that they are authorized to represent your company. These should be neat, attractive, and include your logo as well as the names of both your employee and the business as can be seen at the top 10 wearable places to put a logo.

How important is signage? It is a visual cue that communicates important information about your business as well as information about branding. Really, there could be nothing more important than this very powerful first impression. Purchasing high quality signs that match your branding is one important way of spreading the word about your company and your products.

Is your business stuck in a recession rut? If so, you may be interested in this rebranding success story. Infinity Studios, a website dedicated to Asian animation and graphic novels, was languishing in its corner of the internet when a rebranding consultant stepped in and changed things up.

Jay Chung, owner of the Richmond, CA based website, knew that his site had immense potential. He had a particular type of website in mind. First, the site needed to be appealing to his target market of teenaged and young adult males. Chung wanted a site where people could visit repeatedly and feel like they belonged. This led to very specific design needs. First, the website needed to be attractive to this younger, more tech-savvy audience. Second, the site needed to be easy to change and easy to update, allowing the website owner to keep new information coming at a rate that would encourage repeat visitors.

With these specifications in mind, Chung met with several design studios to find the one that was right for him. He settled on one that, while not the cheapest, seemed to understand his industry. The staff was comprised of young males who had a real interest in the subject, so Chung knew that they could design a website with definite appeal.

The selected design studio began by getting to know the market. They went to conventions, fan websites, and other anime geared venues to get to know the unique needs of the genre. Fans of Japanese animation tend to be tech-savvy consumers who are on the web several times a day, so the designers knew that they need to put in the additional work and make every element count.

The decision was to create a Flash-based site with visual extras that would impress and entice the tech-savvy fan base. With little extras such as menus that dance when selected, the new site would be a visual feast, full of fun features, amusing features, and up-to-date information on anime. Other elements, such as book covers that enlarge when a cursor is passed over them, made the website easier to navigate for people who, for instance, are looking for a particular book.

The web design company conducted research on what colors would be most effective for the savvy anime market, and these were made a core part of the brand. Everything from stationery to packaging was coordinated with the core brand for a more comprehensive overall picture. The former logo was redesigned to match the new website.

Special attention was paid to ease of use for the employees of Infinity Studios. Because the genre requires constant updating as well as processing a large amount of orders, the only way for the company to make it through their rebranding and subsequent expansion was to have every process be made as streamlined as possible.

A few years after the branding change, Infinity Studios couldn’t be happier with the change. The newly branded website and company has seen a steady increase both in traffic and in sales. This rebranding success story is just one example of what a graphic designer can do for you.

Are You Branded? Five Ways to Tell If Your Brand Is Right for You

If you have been pouring time and money into branding for your small business, you may wonder whether it is working. Luckily, it is actually very easy to tell when your brand is making an impact and when it isn’t. Here are five ways you can find out if your brand works for your small business.

You have increased traffic. A good brand will inspire more people to investigate your business. If your brand is both interesting and appropriate, you should be seeing more customers in your locations. This is because having a cohesive and interesting brand should make people want to find out more about you. If you are not seeing more traffic, your brand either doesn’t feel authentic or it isn’t relevant to your community’s population.

You have increased sales. A good brand will lead to measurable differences in sales, especially sales of your core products. Let’s face it; increased foot traffic is nice, but it doesn’t do any good if no one is actually buying your products. A good brand should attract the right kind of people: customers who are interested in your products or services as well as willing and able to buy it. While no amount of branding will double your sales overnight, it should have a small but measurable impact on your bottom line.

You have increased recognition. A good brand should be recognized, especially by members of its target audience. When you tell people what you do for a living, do their faces light up with recognition? If you have an appropriate brand, people should recognize your company name and have something to say about it. If people in your targeted audience have never heard of you, your message is not getting the public time and attention it needs to flourish.

You have increased correspondence. Whether you get more phone calls about your products, more requests for bids, or even more company email, an increase in correspondence shows that people have heard of your brand and are actively seeking information about it. If you respond with more targeted, branded information, this could translate into more sales.

You have increased positive feedback. A good brand inspires positive feedback from your customers and the general public. If you have a solid brand as well as the products that people want, you should be hearing how happy people are with your business. You can get this feedback either by asking for it (such as in questionnaires and follow up phone calls) or by waiting for customers to let you know what they think. If you are getting lackluster or negative feedback, it’s time to change either your brand or your products so your customers always know what to expect.

While it’s unreasonable to expect to see all five of these factors within days of beginning a new marketing campaign, you will see at least a few of them within a few months if your branding has been successful. If your brand simply isn’t selling, it may be time to revamp your image until it matches the needs of your target audience. Also be sure avoid rebranding mistakes. Your customers aren’t just buying a product; they are buying a brand. Make sure your brand is exactly what they have been seeking.

Is your company feeling dated and irrelevant? Is your customer base dwindling? Rebranding may be the answer to your problems, but only if it is done correctly. Avoiding these five common pitfalls will help your business stay ahead of the competition even when going through this trying branding process.

Clinging to the Past. One of the main points of rebranding is to make your business more relevant than ever and position you to be more attractive to your target customers. While company history can be an important part of branding, hanging on to aspects that aren’t working will also drag you and your company down. If your old brand hasn’t been working, it is merely dead weight.

Alienating Current Customers. If you have an established customer base, rebranding may be a more tenuous process. This is because you will need to work to retain customers and get them to buy into your new brand with the same fervor that they felt for your old image. At the very least, send out a notice to new customers letting them know that your company is undergoing a branding overhaul and present your new brand as having an even higher value.

Hiring Amateurs. Your brand is possibly the most important aspect of your business, so don’t hand this off to an on staff project manager or another employee who lacks solid experience in branding and marketing. The same way you wouldn’t buy substandard goods or hire rude staff, you must have exacting standards when it comes to hiring consultants. No business can afford to mess up this very important aspect, so hire someone who has experience in creating, fine tuning, and marketing a brand. Then, listen to them and follow their recommendations to the letter.

Focusing on the Wrong Aspects. Branding is not just about choosing fonts and looking over revised logo-although those are definitely important parts of every brand. What’s more important is creating a pleasant and cohesive customer experience that will appeal to your target market. Take the time to cruise your website, and have friends and family visit your physical locations and report back on their experiences. With branding, the little things add up.

Underestimating Your Company. There are several ways that a company can make this fatal error. First, you may underestimate your brand equity by assuming that your existing brand has no value. In fact, many business owners vastly underestimate the power of their current brand, thinking that they need a complete overhaul when in fact a little refining or touching up is the best decision. A good branding consultant should be able to tell you how much rebranding is in order. Another key underestimation is thinking that your company is too small to rebrand. No company is too small for rebranding, or the success that is sure to follow.

As you can see, a branding consultant with experience and knowledge can be a real advantage when it comes to rebranding your business. By avoiding these five rebranding mistakes, you can make sure your new brand is perfect you for you, perfect for your business, and perfect for your customer base.

Taking the ‘Radio’ Out of Radio Shack; Rebranding for the Twenty-First Century

Radio Shack is one of many companies that have been dealing with a serious branding crisis. The first and most major problem is its name and the electronics logo; with radio hobbies largely a thing of the past, few people associate the word ‘radio’ with the latest electronics, which is what the company aims to sell. Another problem is the store’s market in general.

Going up against larger electronic stores such as Best Buy as well as the big box retailers that are finding success in the electronics industry can be daunting for a store that has traditionally been a hobbyist store.

There is no doubt that Radio Shack is in need of a new brand, and that is why they will be undergoing the arduous process of rebranding over the next few months. This branding will have several components. First, Radio Shack is dropping the ‘radio’ and becoming merely ‘The Shack’. This change of names removes the obsolete element from the name while still retaining one of the key words.

Another key part of Radio Shack’s rebranding will involve the in-store signage. These will come from a more humorous slant than the previous signs to be friendlier to the younger crowd they are targeting. The signs will also promote the concept of Radio Shack, or ‘The Shack’, as the go-to place for electronics, a less intimidating alternative to the big box stores currently dominating the market. The idea to promote customer trust and a sense of friendship is almost always a good one.

To increase brand visibility, Radio Shack will sponsor famous bicyclist Lance Armstrong’s cycling team. This will get the word out among the young, hip crowd that Radio Shack wants to usher in their doors. Their continued involvement in and support of Armstrong’s Livestrong cancer research and awareness campaign will further make customers eager to shop. These combined with a new advertising campaign will get the word out about Radio Shack’s total image overhaul.

Radio Shack has not neglected products in this overhaul of the corporate brand. The store has negotiated for the rights to sell products from most of the major cell phone carriers. It also plans to release a new line of low cost wireless goods. The company clearly is trying to promote the idea that they are not a hobby shop, but rather a store where the average consumer can find products that are relevant and useful in their daily lives. This, hopefully, will create a more diverse customer base.

Whoever said, “Image is everything” wasn’t too far off. While no rebranding can singlehandedly turn around a company, it’s easy to see that Radio Shack has made a great start. This professionally redesigned brand is sure to draw in new customers. If the products and service are consistent with the brand, a loyal fan base will soon develop. A branding consultant brings not just a valuable set of skills, but the power to change a company into a place that their customer base wants to visit. This will give Radio Shack, and anyone else who hires a branding consultant, a huge advantage in even the tightest market.

If your company is suffering from a lag in sales and ambivalent customer support, there is a lot to learn from computer giant Apple. There was a time just a few years ago when Apple computers were poised to become a relic, an artifact of their pre-Windows success. Microsoft and companies that used their programs dominated the market for both hardware and software, making Apple’s insistence on doing things their own way seem outdated and even fatal. However, rebranding and creative marketing pulled Apple out of this slump.

Entering the nineties, Apple was the largest computer company in the world. However, competitors began to take over the market. The company’s brand was less than shiny and the products were viewed as narrow and unsophisticated in a market flooded with ever newer technology. Apple responded with one of the most dramatic brand overhauls in the history of the computer industry.

The colorful Apple logo design was replaced with a plainer, colorless one. Products were made to look clean and, often, monochromatic white, making Apple products recognizable enough to become a status symbol. This minimalist look was like modern art for the new generation, appealing to computer nerds and sophisticates. Apple, in essence, took on a fresh, hipster persona, one that many people liked enough to pay a little extra. Advertisements such as the famous “I’m a Mac” television commercial drove home the picture of Apple corporation as a young, cool friend.

However, Apple’s appearance wasn’t the only aspect of the company that was rebranded. Apple began emphasizing the unique culture of their company. Apple supports worthy charities, encourages volunteerism in their employees, and generally creates an atmosphere of creativity for its workers. It may not be the first company to do these things, but it is one of very few that makes its corporate culture part of its overall branding. This only enhances the image of Apple as a cool, modern friend.

One key part of Apple’s branding lies in the impression that they are somehow ‘different’. Their carefully cultivated exposure of company culture along with their purposely distinctive appearance are both aimed at giving customers the impression that they are somehow getting more when they buy an Apple. Many people ascribe positive motives and attributes to Apple that they would never credit to another corporation. This allows Apple to flourish as one of the more expensive computers in a value-loving market.

Apple has not just a following, but a cult of dedicated buyers who would never dream of buying from a different logo software company. Once close to bankruptcy, this technology company now boasts several best selling products such as the IPhone and the IPod that have not just rallied fans, but changed the way Americans approach the interaction between technology and their lives. Few brands have as much prestige and pull as Apple, but just a decade ago this was not the case. Rebranding has made this company larger than the sum of its products and services, large enough to be a symbol of counterculture for everyone who buys into this iconic brand.

By the way, I wrote this post on my iMac!

What is a company to do when they are quickly becoming the brand of the past? This was the situation that Nintendo was in just a few years ago. The Nintendo generation was entering its thirties and names like Playstation and Xbox dominated the youth-driven video game market. Nintendo, however, had one thing going for it: a new gaming platform with a revolutionary new type of remote. Executives knew right away that they needed a very special brand, a new company image and an equally special marketing strategy for this new type of video game system.

The system was designed to appear different and more family friendly than other gaming platforms. While other systems have a dark and edgy appearance, the Wii is white with a simple, uncomplicated appearance. The controllers are rounded and wireless, designed to be family room friendly. Product appearance has been a key part of the Wii’s branding strategy.

The Wii logo was the key to its brand. Instead of hard edges, this Nintendo platform featured a custom font with rounded edges and no serifs. The wording is almost bubbly, and the light gray color adds to the simplicity of the white gaming consoles. One cannot look at the Wii without recognizing it’s obvious differences from every other game system on the market.

Nintendo used bloggers, which are more generally respected than normal advertising venues, to get the word out about the Wii. The emphasis was on families, especially multi-generational families, playing the games together. In an age where word-of-mouth and buzz are major marketing tools, Nintendo made sure the Wii was getting plenty of chatter in play groups and nursing homes alike.

One of the major components of the Nintendo Wii’s branding has been the type of games that are offered. In addition to the normal video game fare, the Wii offers a wide range of games that are aimed at a variety of age groups. From exercise programs for Mom to bowling for Dad to games designed to teach toddlers their letters, Nintendo has made sure their games back up the family friendly image that they are trying to promote. In a market that is largely seen as bad for children, most Wii games are designed for more educational and/or socially adaptive entertainment.

Not only is the new Wii a growing brand, it is singlehandedly revamping the image of its parent company, Nintendo. Once seen as the beloved but obsolete maker of late eighties names such as Zelda and Super Mario Bros, Nintendo is now the preferred gaming system for the elderly and the very young. With the Wii, Nintendo has done more than just give their brand a much needed makeover; they have tapped into markets that the competition never could have reached.

Nintendo is a great example of the power of rebranding. With the help of marketing consultants and graphic artists, it is absolutely possible to completely overhaul a company’s image. It is the nature of brands to become obsolete, so re-evaluating and re-creating the company image is essential for businesses of every size.

Being the Brand: Five Ways for Business Owners to Singlehandedly Build Their Company Image

Do you think branding is too expensive for a small business such as yours? Many companies mistakenly think this way and suffer as a result, but branding your company can be as easy and inexpensive as making a few personal choices. Here are five easy things you can do to be not just the owner of your small business, but the face of it as well just like the Five Ways to Brand Your Website.

Meet your customers. One reason that people shop at small businesses is that they enjoy interacting with the owners. If you are always stuck at a desk in the back, your company will lose this edge and thus lose part of your customer base. Not only will interacting with your customers allow you to be an integral part of the brand, it will allow you to personally get feedback on your products and services, allowing you the valuable advantage of seeing the world from your customer’s eyes.

Be visible in the community. In order to get to know you, people need to be able to see you occasionally. Getting out in the community, whether it is at church or at local festivals, will bring attention to both you and your brand. Go out regularly in your community and introduce yourself as “…owner of (your business)”. This will get your name out there and provide free advertising.

Look the part. Does your small business have a fun, friendly image with non-traditional marketing? Then it’s important that you and your car keep up appearances by being a little more colorful and fun than most people. Conversely, if your image is more that of an urban sophisticate, you cannot even step out to lunch without looking the part. Your car, your home, and your personal appearance in public must ‘go with’ your small business brand, or people will sense that your brand is fake.

Add a personal touch. One of the key differences between a large, impersonal business and a boutique brand is the little touches that a boutique gives every single order. Whether you personally sign every letter or close your envelopes with a sticker bearing your logo, make sure your small business is a boutique in every sense of the word and not just copying the impersonal experience that bog box stores offer.

Become an expert. Some business owners tape small news segments as experts on their business’s subject; others give time to local charities in exchange for a public thank you. Whether you talk about your business from a company blog or offer your consulting services to trade magazines, it’s important that you as the owner of your company be seen as an industry expert. This will get your name out in a very positive, very public way, and, if you follow the above four steps, build your brand in ways that nothing else can.

As you can see, there are ways of building a brand and building your reputation as owner without spending a lot of money if you understand the 5 Essential Components of a Small Business Brand. Because the owner of a small business is seen as synonymous with the business itself, it is crucial that you and your branding be congruent and complementary even during business emergencies. Being your brand takes only a little effort, but it pays off both in profit and in public goodwill.

Making Your Mark: Five Essential Components of a Small Business Brand

Why care about branding? Having a trustworthy brand will help your business achieve a solid customer base and the profit margins that go with it. Your community and your competition make judgments about your company based solely on the power of your brand. Because branding is essential to the modern business, it’s important that you pay attention to the details even if you have a non-traditional way of marketing your business. Here are the five essential components of a great small business brand just as 5 ways of branding your website.

Logo. What’s in a logo? This one little graphic may have more impact on your success than any other aspect of your business. Your logo is the face of your business. It will be prominently displayed on the signs on your door as well as just about every piece of paper that leaves your office. Don’t sell yourself short by saddling your new business with a logo that holds you back instead of giving you a much needed boost in branding.

Scheme. Along with a logo, your small business will need a visual scheme that is both attractive and unique to your business. This includes a color scheme, a set of complimentary fonts, and any other special images that you plan to use as part of your business. Make sure these complement and go well with your logo, as both elements will be used together on a daily basis.

History. People love to buy products that have a story, and from businesses with an interesting history. In fact, they love it so much that they are willing to pay more. Build a personal business mythology that customers can identify with. This will make them want to support you, because it makes them part of your interesting, compelling story.

Community Presence. How involved are you in your community? In the beginning, most small business owners are forced to stick to low cost and no cost ways of being visible in the community, but as your business grows it is essential to be a visible and benevolent force in your field and in your neighborhood. Whether you are partially sponsoring a fun local event or allowing night poetry readings in your lobby, you must make sure your potential customers see you and your business as someone who cares.

People. This includes not just you, as the owner of the business, but also your employees and any virtual assistants. It’s essential that you and everyone that your customers interact with as part of your business be corresponding parts of your brand, from appearance to attitude. Decide on an image that complements your overall branding strategy and allow no variation from it. In the end, your personal interaction with the public will have a larger effect on your small business branding than any other aspect.

As you can see, it is not difficult to build a small business brand, and this process is essential from the very beginning of your business. Modern consumers don’t just buy products and services; they buy images and stories. No one can afford to be without branding, so give your small business a great start by paying attention to these details.

If your company has a website, you probably want that website to be a part of your branding strategy. While this can be difficult, it is not undoable. In fact, if you follow these five steps, you will be well on your way to having a website that adds to the quality of your brand, rather, than detracting from it.

Be consistent. One key part of branding through a website is keeping that web presence consistent with the rest of your branding. If you have a logo, it should be prominently displayed on every single page of your website design. If you have a color scheme and signature fonts, these should be integrated into your website theme. Think of your website as a room of your actual business location; it should flow well with the rest of your business.

Be simple. If at all possible, use yourbusinessname.com as your website address so it is easy to tie in to your business’s name. Keep headers simple, navigation bars intuitive, and pages uncluttered. This will allow people visiting your site to access the information they need quickly and without frustration. It also will give you an image as being accommodating and easy to deal with, which will keep customers coming back.

Be professional. If you want to present yourself as a business professional, you will need a website that is designed by a design professional. While many people think that they can easily learn the design basics they need to put up a small, simple website, the results usually look like a kindergartener did them. This is not the image that most small businesses need to be successful. Don’t sell yourself short by allowing this highly visible part of your brand to be anything less than perfect.

Be interesting. Make your site interesting, easy to read, and even a little humorous if that is congruent with your brand image. Hire a professional writer to write the text if you are totally lacking in inspiration. Add fun illustrations and photos where they add to your message. People are likely leave a boring website, however informative, but they will keep coming back to an appealing and relevant one.

Be personal. Make sure people can see not just your brand, but the face of your brand: you. Put a personal photo of yourself and your family in the ‘About Us’ page, and link your site to a blog that is updated regularly. Let people feel that they know you.

An attractive website that follows these five tips will soon become an integral part of your brand, providing customers with 24-7 access to information about your business. Because more and more consumers are turning to the internet to find the businesses and information that they need, this one feature can make the difference between success and failure. Having a poorly designed and poorly branded website—or none at all—is selling your business short in a way that may be fatal.

When Merrill Lynch was bought by Bank of America, the banking world knew that there would be changes. However, the latest change is one that few people expected: a change to the Merrill Lynch logo.

The old Merrill Lynch is one of the most recognizable stock market symbols in American history. It features a stylized bull, the symbol of a growing market. The Merrill Lynch bull finance logo is so well known that there is a statue of it in the famous New York financial district. Of course we did not feature it in our top 10 financial and banking logos article. However, this bronze statue may soon be the only remnant of the famous icon.

Merrill Lynch is undergoing the financial logo makeover as a part of its new branding campaign. Because the financial company has been acquired by Bank of America, it makes sense for this brand to be congruent with the recently overhauled parent company’s brand. Bank of America has a square logo with a red, white, and blue color scheme. The new Merrill Lynch logo will feature the company name next to the Bank of American name and logo, making it obviously a part of this larger financial picture.

Although it is no longer taking center stage in the company’s brand, the iconic bull will not be relegated to the past. It will still appear in occasional ad campaigns as well as some Merrill Lynch services.

The change from a bull to a stylized flag has obvious implications. Not only is the bull a sign of a growing market, it is also an emblem of power and aggression. A bull can be not just challenging to deal with, but actually deadly when provoked. It is precisely this image that Bank of America wishes to distance Merrill Lynch from. The new image is softer, more approachable, and less likely to be seen as threatening or foreboding by modern customers, while the patriotic color scheme and graphic will appeal to American customers. In this case, a more approachable stock market is exactly what modern people want.

The image that Bank of America is trying to forge is one of strength and unity. By combining the two brands under one central umbrella, this banking giant will be making a statement that the two parts combined make for one trustworthy and safe whole. It will be virtually impossible for customers not to realize that the two entities are part of one corporation. The appeal of this size and weight along with a friendlier image to a consumer who is shell-shocked by recent fluctuations in the financial markets cannot be overestimated.

With Merrill Lynch one of the world’s most recognized investment firms, this total rebranding is a bold decision for Bank of America. Scrapping a brand that is well-known for one that is new and unproven is always a tenuous process. However, every brand eventually sees the end of its usefulness. While the Merrill Lynch bull will always be a memorable symbol of Wall Street, it is no longer sound as a symbol of this company. These factors make now the perfect time to redo this famous brand image and to be included in our top 10 logo makeovers section.

Five Steps to Finding the Perfect Business Name

If you are opening a small business or just dreaming about it, choosing the perfect brand name should be one of your first steps. Because your name is often the first thing prospective customers hear about you, it is important that it gives the right impression. Here are five simple guidelines for helping you choose a name that will springboard your small business to success.

Keep it simple. A long name, an unpronounceable one, or simply an unspellable one may be enough of a hurdle to put a damper on sales. You don’t want customers who rave about your business to be stuck calling you, “that little place on Eighth Street”. A short, snappy name is one small step to becoming a well known brand. Two to four words is ideal.

Keep it memorable. You need a simple name, but you also want one that will stick in people’s heads. Some of the most unlikely names, like Starbucks and Pinkberry (see the top 10 coffee shop logos), have succeeded because they are just a little different. As long as your small business name is short and sweet, it’s okay to be creative. Don’t be afraid to choose a name that is an inside joke or one that has a story behind it. It will give your customers something to talk about and create instant public interest.

Don’t limit yourself. Using a name with reference to your geographical area, like “Manhattan Sporting Goods” will limit you to a relatively small geographical area. What if you are so successful that you decide to set up shop in another neighborhood? Also, with so many businesses running successful internet components now, you don’t want to appear as though you only deal with a limited region. Another way you can accidentally limit yourself is by having your name include the one narrow product you are currently offering. Even you are beginning your small business selling only tropical fish from Malaysia, don’t choose a name that prevents you from branching out aquarium supplies or freshwater fish.

Ask around. Sometimes what sounds like the perfect name to one person (you) just doesn’t appeal to others (your customers). A name that has unfortunate connotations, a double meaning that you were unaware of, or is simple unattractive to a decent percentage of the population will singlehandedly sink you. This is why it is so important to ask others what they think about your naming ideas, particularly people who are involved in the industry that you plan to operate in. There is always room for improvement.

Make sure it isn’t taken. If you are involved in the industry of your soon-to-be small business, you will probably know already what names are taken in your field and geographical area. However, don’t stop there. Make sure your name is free on a regional and national level as well. It can be difficult to get a business trademark for a name that is similar to another trademarked name. Also, having a similar name to another company may result in a lawsuit. It’s better to cover your bases before you have signs and stationary printed.

While no one can choose a name for you, these five steps should help you decide if the name you are thinking of is the right match. Choosing a name is one of the most important decisions you will make for your business, so give this process the time and thought it deserves. An investment in a unique, memorable name is one that is sure to pay off.

Trademarking: How to Do It, and Why You Should

Many small business owners consider trademarking a matter for large corporations. However, registering a trademark to protect your intellectual property can be beneficial to many companies, from multinational corporations to small town Mom and Pop operations. Here is a short walk-through of trademarking, the trademarking process, and why you should consider it for your own small business.

Topics covered in this article:
What Is Trademarking?
What’s In It for You?
The Trademarking Process
How much does it cost?
How Long Will This Take?
Trademark Certificate Examples

Trademark Video

What Is Trademarking?

A trademark, basically, is a name, word, logo, or other symbol that represents your company. Many companies spend a lot of money and time developing an appropriate trademark for their company. This trademark is identified with that particular company and is an integral part of the corporate brand. These companies therefore want to protect its integrity while also establishing the symbol as undeniably theirs. Companies can do this through a process known as trademarking.

Many people don’t think trademarking is necessary, especially for small regional businesses. It’s true that a trademark automatically belongs to you once you begin using it, providing the trademark is not registered to someone else or being used by a company in your geographical area. However, there are several distinct benefits to registering the logos, symbols, and phrasing you have chosen to represent your business.

What’s In It for You?

There are many good reasons to register your trademark. First, it gives you priority over the trademark. If you don’t register a trademark, you are only entitled to use it in your area and industry. If someone in a nearby area or in a similar but distinct industry decides to use a similar trademark, or even the exact same one, you may not be able to stop them. This can affect your business, diminish your branding, and cause a lot of uncomfortable confusion.

This brings us to another good reason to register a trademark: the right to sue when your trademark is inappropriately used, as well as the right to recover money from these trademark infringement lawsuits. In some cases, you can even bring criminal charges against people who have used your trademark unlawfully. Simply having a registered trademark can win the case for you, because a trademark is government confirmation of your right to that symbol, name, or phrasing and can protect you from trademark infringement.

In an increasingly global economy, there is another excellent reason for trademarking. Once you have completed the trademarking process through the USPTO, you can stop goods bearing your trademark from being imported from a foreign country. While it may seem unlikely, many companies find themselves in the uncomfortable position of being confused with foreign companies using a similar trademark. If this company produces goods that are inferior to yours, you have compelling reasons for stopping these imports.

If you have a trademark registered in the United States, you may also be able to register your trademark with other countries should you want to expand your sales to other nations. This is important because it gives you a foothold from which you can take your company to its highest possible level of success. If your trademark isn’t registered in your home country, it may be almost impossible to get it registered in foreign places.

The Trademarking Process

The government agency that oversees trademarking is called the United States Patent and Trademark Office, or USPTO. There is a process for registering your trademark. While this is a long process and sometimes a complicated one, it is the only way to reap the benefits of a registered trademark.

The first step to registering a trademark is to make sure your trademark is subject to trademark law. It should not be generic or in common use. Further, you will need to make sure that there is not a similar symbol or phrase already trademarked. To do this, you can search the database at the USPTO website. This can be a time-consuming project, but it is important to make sure you are not inadvertently taking someone else’s trademark. While the USPTO does not require that you search for trademarks similar to yours, it will save you from spending valuable time and money pursuing something that is already taken. This can be an expensive mistake; if you apply to register a trademark that is found to be taken, you will lose your application fees as well as any money you spend on an attorney.

The next step is to file an trademark application. You can file an online trademark application too. There are two different applications that apply to diverse situations. If you have already been using the trademark, you will use the regular application. If you are still in the planning processes, there is a special application for you: the Intent-to-Use application. If you choose the second route, be aware that it is more complicated and can take slightly more time because you will have to file other paperwork once you actually start using the trademark.

You can also either mail or hand deliver a paper application to the USPTO at the following address: Commissioner for Trademarks, P.O. Box 1451, Alexandria, VA 22313-1451. Applications by fax are not accepted.

After the USPTO determines that you have met the minimum filing requirements, the application is forwarded to an examining attorney. This may take a number of months. The examining attorney reviews the application to determine whether it complies with all applicable rules and statutes and includes all required fees. Federal registration of trademarks is governed by the Trademark Act of 1946, 15 U.S.C. §1051 et seq., and the Trademark Rules of Practice, 37 C.F.R. Part 2. Once your paperwork is complete and turned in, the USPTO will either deny your application or register the trademark for ‘opposition’. This is a tentative registration that gives other companies who may be using the trademark to protest your claim on it. If someone protests, you may be stopped from registering the trademark. Otherwise, your trademark will be officially listed on the Primary Register or Supplemental Register as belonging exclusively to you and your business.

If the mark is published based upon the applicant’s bona fide intention to use the mark in commerce, the USPTO will issue a NOTICE OF ALLOWANCE about twelve (12) weeks after the date the mark was published, if no party files either an opposition or request to extend the time to oppose. The applicant then has six (6) months from the date of the NOTICE OF ALLOWANCE to either:

1) use the mark in commerce and submit a STATEMENT OF USE; or
2) request a six-month EXTENSION OF TIME TO FILE A STATEMENT OF USE.

How much does it cost?

For a complete list of most current trademark fees please click here. Generally speaking, if you are applying for the trademark application yourself directly with the USPTO you are looking at around $500 including application fees which is non-refundable. If you decide to go with a trademark attorney then your costs could vary any where from $1200 to $5000+.

How Long Will This Take?

The amount of time it takes to get through the trademarking process varies from case to case. However, you will receive a receipt approximately six months after filing. This receipt will have a serial number that you can use to track your application. While the average time from filing for a trademark to receiving that trademark is around 6-9 months, but it can be as short as a few months to as long as several years.

Is registering a trademark a long and complicated process? As you can see, it definitely takes multiple steps and a little persistence to get through the trademarking process. However, this expenditure of time and money is more than worth it. Registering a trademark ensures that your name will always belong to you and that you will have ultimate control over who uses it, and how.

Here are a few examples of trademark certificates issued by different countries

USA Trademark Certificate issues by USPTO

India Trademark Certificate

Australia Trademark Certificate

Britain Ireland Trademark Certificate

Russia Trademark Certificate

Singapore Trademark Certificate

Thailand Trademark Certificate

UK Trademark Certificate

Japan Trademark Certificate

Korean Trademark Certificate

Indonesia Trademark Certificate

China Trademark Certificate

I was reading Seth Godin’s book entitled “small is the new big” and came across an interesting perspective about how benchmarking can weaken your business performance. Here’s an excerpt:

“…benchmarking against the universe actually encourages us to be mediocre, to be average, to just do what everyone else is doing. The folks who invented the Mini (or the Hummer, for that matter) didn’t benchmark their way to the cutting edge. Comparisons to other cars would never have brought about these fashionable exceptions. What really works is not having every little thing be up to the usual standards – what works is everything is being good enough, and one or two elements of a product or service being amazing.”

Indeed, current standards can sometimes be a deterrent in realizing your product or services’ true potential. It should be shattered to pave way to new and better standards.

That doesn’t mean you have to abandon your benchmarking efforts right away. In fact, I suggest that it remains an integral practice in your business, particularly if you’re just starting up. Why? Because it will help you make realistic choices as well as see your business relative to competition and the overall industry.

What you should avoid is the habit of copycatting. Many businesses, big or small, still mistake benchmarking as this. The result is lack of creativity and failure to develop innovative concepts. Copying other brand’s strategies, designs, and marketing communications won’t help you cut through the clutter.

Benchmarking works best when used as a guide to help you take the right direction on what aspect you have to innovate or differentiate.

Every brand has a story to tell. Some are inspirational while others are tragic. In so many ways, building a brand is like telling a great story. At the heart of both crafts is the power to evoke emotions from the audience. Great storytellers can make you cry while branding experts can make you buy.

There are many media to tell your story from advertising, packaging to business cards. Thanks to the Internet a brand is just a click away. And just like stories, it’s not what you say but how you say it to your audience. You can use the strategies and selling points of your leading competitors but it won’t have the same effect unless told in a compelling way.

How do you develop a great story then? Start with the end. Or in the words of Stephen Covey, begin with the end in mind. Imagine you’ll be in the cover of Entrepreneur Magazine next year. How would you like your story to unfold? Do you like to tell them about your superb customer service or innovative thinking? It can be whatever you aspire your company to be. Then outline the things you need to do to make that dream a reality.

In some aspect, branding is different from storytelling for it is a two-way system. In stories, the author controls the ideas and plots. In branding, your story is a collaboration of your vision and opinions of your customers, suppliers and even competitors.

What about your logo design? It will play a pivotal role in uniting all aspects of your communication. You see ads, web design, and packaging may change from time to time but a great logo design stays the same for many years. Just like any story books, your logo is your cover.

Branding is more than just words and designs. It must be accompanied with great actions. Otherwise, it will all be a waste of time and money.

A good logo design is one of the important ingredients in enhancing your company’s image. But that’s just the beginning of building a strong brand. It is important to make your brand very visible to your target market. In simple terms: Out of sight, out of mind.

The good news is that there are practical ways to increase brand awareness.
The objective is to take advantage of all relevant branding opportunities available within your reach and budget. Leave no stones unturned as they say. Knowledge of your business and customers are vital in choosing the media to use.

If you have an e-commerce store, logically you have to do a lot online campaigns and viral marketing to establish your presence before going offline. On the other hand, an offline business might want to focus in building brand awareness through newspapers, billboards, vehicles, and other tangible objects.

Forming alliance is one of the ways to boost your awareness without spending too much. Find companies with the same target market as yours and complements your products or services. For example, our logo design firm targets small business owners so it’s reasonable to partner with business consultants or SEO companies. We can recommend their services to our customer database and vice versa. In some cases, you don’t have to shell out money if the other party agrees to pure barter.

Article marketing is another option you can take. Build your company as the authority in your industry by writing high quality articles and submitting it to article directories and offline publications related to your field. Share your expertise and experience to gain recognition and followers over the long haul.

These are just a few examples of increasing brand awareness and there are various tactics available at your disposal. Even if you already established your presence in your industry, don’t be satisfied. Explore other branding opportunities that add value to your business.

Are you still selling “products” in your small business? Perhaps it’s about time to take a new perspective. Why not push your brand as a way of life, an idea, or an attitude?

Basically, you should stop thinking of your brand as rubber shoes or jeans and visualize something bigger. Case in point: Nike. Instead of positioning itself as the most innovative manufacturer of athletic shoes, it took a bigger role – a sports company that aims to “enhance people’s lives through sports and fitness”.

Here’s the upside. This mindset will allow you to expand your business in different categories. Imagine if Nike concentrated in running shoes. There will be no apparels, sunglasses, watches, bags, or even tie up with iPod.

Virgin Group owned by Sir Richard Branson is another classic example of this grand strategy. If you check their official website, it brands itself as a company that “stands for value for money, quality, innovation, fun and a sense of competitive challenge.” This mindset enables the company to compete in different markets from music (Virgin Records) to telecommunications (Virgin Mobile) without losing its identity.

Though we’re citing big corporations here, keep in mind that they started as small businesses like the one you have right now. The key is to think ahead and make your business flexible in the long run.

This is the opposite of the popular “niche” strategy wherein you will find a very specific segment and create a unique selling proposition (USP). Both business models have their own advantages and disadvantages. But if you’re an entrepreneur with diverse interests this brand-as-a-way-of-life strategy will be favorable to you.

What’s the first step? Pick a general attribute or set of values and build your reputation around it. You may want to be known for your innovativeness, high quality, or affordability. But don’t just pick any attribute randomly. See if it is fit with your resources and competencies. The final step is to commit to it and be consistent. You know that building reputation takes time, so don’t change from one attribute to another every year.

A question that a lot of clients ask is, how illustrative can a logo be before it becomes difficult to use it effectively.

My answer would: depends on where you intend to use the logo. If you are a traditional company then your most common usage of the logo would be on your corporate stationery, your collateral marketing materials, your shop/building signage and perhaps on packaging and merchandise.

Illustrative logos are made up of complex design elements, usually illustrations of some element related to what the company does, an illustration of the company name or perhaps even a mascot or character that is used to represent the company. Not all companies can afford to get an illustrative logo.

Depending on the industry sector the company is in and the target market segment, Illustrative logo designs can be highly effective. They can be eye catching, communicate much more effectively the company message and create an overall greater impact of the brand.

For example, a music company, a construction company, a rock band, a child related product or club, a fitness company etc are all good examples of companies that can benefit from having an illustrative logo. Combining different elements of the business in an illustrative way and using effective logo colors can help create an eye catching design that can then be used in all branding campaigns.

A legal firm, a finance, accounting logo design or venture capital company etc on the other hand are examples of industry sectors where highly illustrative logo designs might not really work.

When creating an illustrative logo, we always try and come up with pencil sketches of two or more conceptual directions. Usually, again depending on the core philosophy of the company, we look for opportunities for creating characters that form part of the company logo, as well as be a stand alone company mascot.

Finally, creating the illustrative logo designs in vector file format and making sure the files are as clean as possible in terms of paths and elements is important. Perhaps creating toned down versions with lesser colors would also be useful when the client wants to print the logo and wants to keep the costs down.

Christmas and New Year is a good time to upgrade your company logo design. To add some spice to your website and to communicate to your customers and site visitors the fact that you are proactive in terms of branding, you can upgrade your logo to have subtle elements related to either Christmas or the New Year.

For example seen above and also in our website header, our logo has been dressed up with a Santa hat just to give it the christmas look and feel. Before the New Year we might change our company logo to reflect the New Year holiday mood etc.

Things you can add to your company logo design to reflect the holiday mood and spirit can be Santa hats, ice man, snow flakes, christmas ornaments, bells etc.

One of the questions, many start up business owners ask is weather they need a slogan and what it should be. As a logo designer, I am asked this question a lot of times.

A slogan or tag line is a phrase coupled with your logo design that enhances your brand image. It’s purpose is to inform the audience of either what the company does or what the company philosophy is. It is not mandatory to have a slogan. You should only have a slogan if you company name is not descriptive and does not give an indication of what your services are about.

Over the years, large companies have started to come up with slogans that are quite witty and some times puzzling. They use the slogan as part of the brand strategy. This is not always possible with small businesses. The primary focus of a small business starting out is to first of all is to get the message of the company out. They should create clarity about their brand and after promoting their brand successfully for a while can then start experimenting with slogans.

At the end of the day, the business owner is the best person to come up with the slogan. There is no point in spending a lot of money, initially, on slogan creation. Write the benefits of your service or product and then try and see if you can convert one of them into a slogan.

A slogan should be to be to the point and not too wordy. A wordy slogan will tend to crowd up the logo design and make it difficult to promote the brand. Use simple words. Do not go for abstraction. Do not use technical jargon.

The other day Brandon called us interested in our logo design service. He said that the company name was Dj Platinum Entertainment and the domain was djplatinum.com and they have been in business for 7 or 8 months.

This sounded good and I said that since they have already been in business, perhaps it was a better idea to actually retain some thing from the old logo when creating the new logo design.

Brandon then proceeded to tell me about his dilemma. He said that his target market and clientele was quite upscale and that the actual service they actually provided did not have much “DJ” element to it. He also said that he did not want his customers to associate the traditional notion of “DJ” when thinking about his service.

But because the domain had been live for almost a year now and was indexed in Google, he did not want to lose it and start all over again. I have seen this happening quite a few times where a company is afraid to change thief name because of a domain name.

I think companies ought to be bold enough to separate their company name from their domain name and devise a brand strategy to tie them together. We do the same. Our company name is Spellbrand and our domain is logodesignworks.com.

It is getting increasingly difficult to get a decent domain name and even more difficult to get that domain into the search engines. So after spending time and energy in promoting a domain it would be quite a waste to lose it because you want to change the company name.

I was shopping in Ilford the other day and saw this sign. Can’t believe big companies too do not have any regard for copyright laws!

There are a variety of options available when choosing logo design program. All are nice in their own way and may provide you with the services that you require, but logo design program cannot replace the design of a professional graphic designer.

Professional graphic designers may use a variety of logo design program in conjunction with each other. There are a variety of logo design program packages available to the average consumer, but many will provide “cookie cutter” logo designs to all the people who purchase the program.

If you are an aspiring professional graphic designer yourself, then you should choose from only the most professional logo design programs. The logo design program packages will allow you to hone your skills and develop unique designs, not designs that several hundred other people are using as well.

The most popular illustration logo design programs include Adobe Illustrator, CorelDRAW and Macromedia Freehand. Plan to spend several hundred dollars on these programs, but you will be glad that you invested in them. Along with the logo design program, you should plan on purchasing books and tutorials. These will guide you through the program and help you to learn their features.

Many major advertising and marketing corporations choose these illustration logo design programs for their in-house creative departments. If you are interested in entering that field, it will be helpful for you to have a good understanding of the logo design program and how it works.

Adobe Illustrator will be one of the best investments that you make into your logo design program library. Illustrator has been widely accepted as an industry standard in logo design and illustration. Illustrator integrates with the other Adobe design products and is available for both Mac and Windows platforms. Illustrator will require an ample time of learning, but it is accepted by service bureaus and printers as a top professional logo design program.

CorelDRAW Graphics Suite 10 is popular amongst both experienced and novice Windows logo designer. CorelDRAW bundles both vector and bitmap formats. This program has seen increasing use by professional logo designers and is now featured in Mac formats.

Macromedia Freehand is also another valuable logo design program as it combines PDF, HTML and flash logo design animation features. If you are looking for a program that is capable of designing the most unique designs, Freehand will provide that for you. The price of this program is comparable to Illustrator.

All Adobe and Macromedia programs are available for trials. This allows aspiring designers to use the programs prior to purchasing them. Classes and tutorials may be required for designers to have a full understanding of these logo design program products. Remember that although these logo design programs are available for purchase to anyone, it is difficult to reproduce the quality of work that a professional logo design business will provide you.

Many graphic designers understand that not all businesses have a huge budget when they first start out, especially small businesses. They have to spend a lot of their budget on their building, hiring a staff and buying important supplies or technology.

Many businesses realize, however, that it is important to advertise effectively and to have a professional logo on their storefront. Many graphic designers have taken this into account and are able to provide affordable logo design to these businesses.

Affordable logo design does not necessarily mean that the logo is cheap and unprofessional. Affordable logo design should be a simplified version of an expensive process. Many professional graphic designers have smaller packages that are great for the beginning small business.

An example of one of these affordable logo design packages would include the following:

* 3 unique logo concepts
* 4 business days to design these concepts and return them to you
* 1 designer working on the project that you will be able to contact with questions and concerns
* 3 rounds of revisions
* PC compatible file formats
* 100% copyright of the final design

These affordable logo design packages are great for small businesses. Many graphic artists will allow you to purchase additional revision rounds if necessary. They will also provide you with a virtual studio that makes it easy for you to view the unique logo design concepts from wherever you are located.

These affordable logo design packages are also great for businesses that already have an idea of what they want in their logo design. You will be able to provide the graphic designer with your ideas, samples and business information that they can use in the initial design process. Affordable logo design packages may have a limited number of revision rounds so you should use them carefully so that you end up with the logo design that you have envisioned.

Even with an affordable logo design package you will have a logo designer or logo design team that will be working on your project. You will be able to work with them on your idea and the design that you want. They will be able to provide you personalized customer service and provide you a professional and unique affordable logo design.

Your corporate identity logo design is more than just your corporation’s logo. The corporate identity logo design consists of your business’ persona. A corporate identity logo design consists of all the logos and brands that are incorporated in your business. They include all aspects of your corporation from your product brands and labels to the logo design on your website. Your corporate identity logo design is the front door to your business and should be well designed and professional.

A corporate identity logo design consists of all aspects of your business. This logo design gives your employees something to believe in and associate with and for consumers to identify you with. A corporate identity logo design is the most important logo design that your company will purchase.

When forming a corporate identity logo design it is important that all aspects remain consistent and are used widely. In-house graphic design and marketing departments should be supplied with a list of criteria that all designs are to follow. Corporations should insure that the proper logo design colors and fonts are used so that any promotional products that these businesses produce are achieved consistently.

Many corporations are very strict with these guidelines and any variation in colors or fonts are taken very seriously. There have been in-house designers fired for using the wrong shade of blue on a project that represented the corporation. This is an example of how important it is to insure consistency in your designs and products.

Corporate identity is often viewed in three different areas. These areas include corporate designs, corporate communication and corporate behavior. These areas are included in everything that a corporation is involved in. Corporate designs include uniforms, corporate identity logo designs and other supporting products that are produced by the corporation. Corporate communication includes commercials, print advertising and public relations.

These communication devices often involve the corporate identity logo in some way. The corporate identity logo may be used in the commercial or print advertising as a graphic or at the top of a press release letter. Corporate behavior includes the internal values and norms of the business. The corporate identity logo is often used on paper items that are produced by the business such as benefits information or orientation paperwork.

The impact of the corporate identity logo is an amazing graphic. The company logo design represents the business in all aspects from public relations and marketing to each and every uniform shirt that employees wear on a daily basis.

There are many factors that play into the “best logo design.” The best logo design includes factors that boost the image of a business or website as well as perceives a positive image from the consumer. The best logo design is one that matches the business, its values and its needs. The best logo design is one that will be kept in the memory of all those who see it.

The best logo design should be an excellent vehicle for promoting the firm. They should be able to help position the business or website in the marketplace. The best logo design should also be able to position a business’ product or services in the marketplace as well. Stop and think about what comes to your mind when you think of high profile businesses such as IBM, Apple, and Dell. These businesses have found the “best logo design” for their companies and they use their logo wisely.

The best logo design should not be targeted to the general public unless you are a business that the general public can use. If you are a specialized business that is used by other businesses you will want to target those businesses. You may also desire to target investors and managers of other firms that may be interested in your services. Targeting the correct group of people will insure that you have the “best logo design.”

The best logo design for your business may be one that is simple or complicated. Consider where you will be using your logo design and then decide on how you want it designed and what file formats you will require. The best logo design will depend on how you will advertise your business and whom you are advertising to.

The general principles of advertising and marketing play an important part of finding the best logo design. A professional graphic artist will help you to design a logo that is effective and unique. The best logo design is a professional and unique design that will help you to create the best image for your business or website.

A logo design company is considered a creative boutique in the world of advertising and marketing. A logo design company is a company who provides only creative services. Logo design companies specialize their services to the clients’ desires. Clients of advertising companies may seek creative services from logo design companies because they believe they are in need of extra creative services.

Many advertising agencies have creative departments, but it is up to the client whether or not to use them. They may choose to use a logo design company to design a custom logo design and then send it to the advertising agency to be incorporated in their advertisements and print designs. Advertising agencies and logo design companies can vary in size. Both may be large agencies that provide a variety of services to their clients.

They are basically a one-stop shop for their clients’ needs. These large agencies typically have departments and allow their employees to specialize in specific areas. Smaller agencies and logo design companies may expect their employees to learn many aspects of the industry.

For example, their account executives may be required to research, produce a media schedule, coordinate the production of ads and design products themselves. Logo design companies may also venture into different areas of advertising and provide not only logo design but ad design, stationary design and other services. Logo design companies are becoming one-stop shops in themselves.

Today, logo design companies are taking in more projects in various areas. Many are adding web design services and promotional product services. Logo design company’s staff may be a mix of logo designer or logo design team and freelance designers. They may or may not have a degree in graphic design, but typically have a very great skill in their artwork. They are proficient in a number of different design programs and use them all collectively. Logo design company owners are usually creative members of advertising agencies who have left the agency to pursue their own personal career.

Logo design companies usually perform their work on a fee basis. There are many benefits to working with a logo design company. They usually have a staff that work only on a few projects at a time. This allows the logo design company to focus on each individual client.

The client has the ability to contact the individual designer or the logo design company if they have a special need or are in need of additional assistance. A logo design company is able to work one on one with clients and provide exceptional customer service as opposed to large agencies that have a large number of clients of varying sizes.

The majority of free logo design options are through companies who want you to buy other products or services through them. They entice you to use them because they offer free logo design when you purchase items from them. It is important to realize that in the graphic design business, you get what you pay for.

There are many upsides to this type of free online logo design. If you are a small business and you don’t have a lot to spend then this type of graphic design may be for you. On the other hand, if you are a large business or becoming a large corporation, you will want to insure that you receive the best logo design that you can get. This will involve having to pay a considerable amount of money for a unique and professional design.

Most free online design services are also very limited. They can do a lot with your text but when it comes to graphics they are limited. They may also use clip-art logos that they have developed. This clip-art may be used in a variety of different free online logo design purchase. This means that you may end up with the almost exact same free online logo design as your competitor. This is not good as you want to insure that your free online logo design is unique and not a rendition of a logo design that belongs to some body else.

There may also be many flaws in free online logo design. The files may be extremely large or small. They may only come in one file format and you may have to pay for someone to put it in a different file format. They may also only design the logo for free but you will have to pay them if you want to use it on anything professional.

There are many downsides to free online logo design and some of them are not discovered until the design process has been finished and you want to use the logo. It is a better bet to use a professional logo design service and have them design the logo that you desire. It is better not to take chances when you are trying to brand your business with a specific logo design and somebody else already has one that is almost identical to yours. Remember, you get what you pay for or don’t.

No matter where you are located you can find a graphic design studio that offers online logo design solutions. They are very handy if you find that you love the portfolio of a graphic designer in Ohio and you are located in Texas or a foreign country even. Many of these studios are offering online logo design services that allow the buyer to login into a virtual “studio” and view what the designer has developed. The designer is able to upload several designs for viewing by the client. The client is then able to email, call or post any revisions or ideas that they may have for the logo.

Just because the online logo design services are online does not mean that you have to suffer from low quality customer service. Many of these online graphic design studios have messenger features, email and direct phone lines to their designers. The client is able to contact the designer easily regarding their online logo design. The designer is also able to contact the client easily for more information or additional input.

Online graphic design studios are also making it easier to purchase online logo design. Graphic designers are setting up e-commerce websites for their online logo design services. Clients are able to purchase online logo design packages. These packages may include a certain number of revisions and file formats. You may receive fewer revisions with smaller packages and more revisions with larger packages. You are able to purchase and pay for the online logo design services on the Internet by credit card or through Paypal. These websites make it very convenient for the graphic designer and the buyer of the online logo design. After conveniently paying for the online logo design, the client may download the different file formats for use on their home computer, business computer and various other projects.

Millions of people are using the Internet these days and this number will continue to grow. The Internet has made purchasing services and goods extremely easy. This concept has now been adapted to the graphic design industry including online logo design.

Graphic designers provide you with the tools to create an image for your business or website. They have the knowledge and the know-how to create the image that you desire. Just because you hire a graphic designer does not mean that you won’t be able to design your own company logo.

Whether you have any artistic abilities at all or not, graphic designers are able to use your ideas and design a company logo for you. If you have some artistic abilities, you can provide the graphic designer with a rough sketch of what you envision. You may also provide them with samples that you like and would like a variation of. You want to design a logo that is unique and you also want a logo that you can be happy with.

If you have no artistic abilities and absolutely no ideas, our logo design team are here to help you design a company logo. They will work with the name of your business and the industry that you are in. They will help you design your own logo by using different aspects and ideas of their own. You may provide them with any samples, logo ideas or colors that you would like to use. Working with a graphic designer can be a fun and informational process that will help design a company logo.

A business logo is an important part of your company’s identity and image in the market. A logo designer is able to help you design your own logo and create a unique look in the marketplace for your business. Discuss designing your own logo with a professional graphic artist. They will walk you through the process and help you design your own logo. They are also able to tell you which logo design plans are best for you and your needs based on your budget and revision requirements. The process of designing your own logo can be satisfying both personally and financially.

Small businesses generally have to operate on a small budget as well. Those that are just getting started usually have to be very conservative with their spending. Just because advertising and marketing is tax deductible doesn’t mean that they have the money to spend on it right now. A logo design is a big step for a small business, but it is also a necessary step. A small business must establish itself in the marketplace and to do that they must have a small business logo.

In designing your small business logo, you must be prepared to spend some of your advertising and marketing budget. A small business logo is a huge step for your business and you want to make sure you make it solid. There is nothing worse than tripping your way through this process. To begin your small business logo design you must have a business name. This is crucial as your small business logo design is built around this name. Your business name is the key component to your small business logo design. You want to insure that you are completely satisfied with your business’ name before continuing this process.

The next step is collaborating with a professional graphic designer. You will have the opportunity to work with the designer and come up with a few starter designs. The designer will submit these small business logo designs to you and you will pick which one you like the best. You will then tell the designer what you would like to have changed with that design. The designer will then go back to the drawing board and come up with another small business logo design for you.

This logo design process may continue on until you are satisfied with your small business logo design. You may also purchase packages that include a certain number of designs and revisions. So, you want to be sure that you find something that you are happy with as quickly as possible without losing focus on what you really want your small business logo design to look like. Most designers are very flexible and they work with you until you are completely satisfied with your small business logo design.

Most graphic designers that work with small businesses will understand that you have a specific budget. They will then work within your budget until you are happy with your small business logo design. They will do their best to help you if you do your best to make the small business logo design process a smooth one.

There are many businesses in the graphic design world that claim to be logo design firms. They may have a logo design portfolio and the work that they have done may look good. They may also have rates that are just too good to be true. These are they types of things to look for when trying to choose a logo design firm. There are also just basic concepts to explore when choosing any business to work with.

The first important concept is customer service. Look for logo design testimonials on their website or letters from clients. If the logo design firm has good customer service skills they are sure to be mentioned in these testimonials. You also want to be able to contact the designer in a variety of ways, either by email, phone or direct mail. Many professional and large logo design firms may have a way for you to chat with them online. Professional logo design firms will also pride themselves on their customer service. This will be their main goal as they want you for return business in the future and they want positive feedback from you.

The second concept to explore is experience. Research the logo design firm and see how long they have been in business. Graphic arts have really taken off in the last few years as computers have become more advanced and easier to use. There is also a lot of new and great software available to designers that allow businesses to work faster and easier. Graphic design artists and logo design firms should have large portfolios. They should have several samples of their work to show you. Each logo design should have its own identity and the logos should not look the same as the next. Each logo should look like a custom designed logo for the business or service. Explore the portfolios carefully and look at any credentials the designers may have.

The third concept to look for is quality. Quality in essence goes with experience. Well-experienced logo design firms should be producing quality work. The logo designs should be unique and professional. They should be free of any flaws and should look clear when viewed online or in print. Experienced logo design firms will have logos saved in various file formats for uses on everything from stationary to vehicles or billboards. The designers should not use clip art or reuse designs. This will insure that every design is unique and different from the next. This will also insure that there are not any trademark law or copyright law inflictions due to the logo design firm reusing designs.

Finally ensure that you can talk to your designer on the phone directly and not to any account manager or middle man. Now, it may not be possible for your designer to be available on the phone all the time, but it would be good to know that you can speak to him/her if you urgently require to do so.

Once Logo Design works creates your corporate identity – logo design, stationery design and any other collateral marketing material, we can then move on to create your website. With over 9 years experience in creating websites, Logo Design Works can help you your presence online with not only a website that looks stunning but also a website that would actually help you grow your business and enhance your customer service.

There are two ways of having a website created. First option is where we create the design from scratch based on specific preferences that you indicate to us and the second option is where you chose one of our premium website templates and we customize that template with your branding to make it unique to your company.

Website Design From Scratch

This option is great for customers who have specific design requirements in mind and are able to give us a specific direction to pursue. We will then come up with an initial design concept based on our research and also the input you give us initially.

If the initial concept does not meet your requirements, we then offer a free redraw and come back to you with a fresh new concept. This is done after your designer has had an in depth discussion with you.

If the initial concept is approved, we can then tweak and fine tune it till you are happy with the final design. We create one home page layout and one inner page layout. The inner page layout is based on the approved home page layout but differs from the home page slightly to allow of optimal placement of content.

Once the designs are finalized, we then create 5 pages in total with content provided by you and then upload these files to your web host or if you are subscribing to our Ringgle™ Online Business Platform, we will integrate the design into your account so that you can start creating new pages and edit existing pages using our Ringgle™ content management system.

Website Template Customization

The other option, which we find quite effective and useful for small business owners is to browse our premium website template library, select one template and have it customized by Logo Design Works.

Here is a small sample of our premium collection. As you will see, these website templates are stunning. Once we are done customizing them with your brand and corporate colors, images and content, you will have a high quality website that would create the right impression on your target audience.

The benefits of this approach is that design and development time and cost is cut down dramatically. Furthermore, you have the added advantage of being able to see a design in action before your website is built.

A lot of clients have benefited from this option and when you take our Ringgle™ platform to manage your website and your business, it makes it all the more easy to edit and manage your website down the line.

Here’s another compelling reason why logo design is important in building your brand identity. A new study suggests that exposure to famous logo designs can affect our creativity or thinking processes.

Published in the Journal of Consumer Research, the experiments of professors in Duke University and University of Waterloo (Canada) concluded that “even the briefest exposure to well-known brands can cause people to behave in ways that mirror those brands’ traits.”

Several experiments comparing competing well-known brands were conducted to validate this theory. The first one involved the famous Apple and IBM logos. After testing more than 300 students, each participant was asked to identify the possible uses of bricks aside from building a wall. It turned out those who are exposed to Apple logo have provided more unusual and creative answers compared to the IBM group. Since Apple is known for its innovation and creative flair, the group simply mirrored its traits.

Another test was conducted between Disney and E! TV Channel and the result was the same. Disney group shown a more ”family” behavior compared to the group exposed to the gossip-laden E! Channel.

This study underscores the importance of creating memorable logo designs and more importantly putting strong emphasis on building your brand traits. In terms of implementation, one of the professors recommends that famous brands should put more emphasis on brief brand exposure and less on print or TV ads.

The role of logo design is expanding as more and more businesses compete for the attention of consumers. In essence, logo has grabbed the spotlight in the branding world. A very dramatic display of such phenomenon lies in the apparel industry.

If you don’t believe me, just look outside your window and see the different clothing logos. Do you see any pattern? Those who are old enough know that these symbols are more exposed than they were 20 or 30 years ago. In those days, most logo designs of different brands are usually hidden on the inside of the collar. It later evolved to small logos on the chest just like Ralph Lauren’s horseman logo and Lacoste’s crocodile logo.

The rise of supersized logo design

The early 90s mark the dramatic scaling-up of logos. Perhaps the Tommy Hilfiger brand is the most fitting example of this trend where logos are really bloated. Even RL’s horseman logo is generally bigger these days. Consumers have become walking billboards of brands from head to toe.

Branding and culture

More than the size adjustment of logos, there’s a deeper shift in branding strategy. A brand is no longer a product but an idea or a set of values. Kodak is not selling cameras but memories. Nike is not just an athletic shoes company but a symbol of greatness. iPod is no longer an MP3 player but a lifestyle.

Columbia University in New York is the second-ranked school of business in the U.S. Professor of Marketing, Dr. Don Sexton, offers refreshing insights into the value of branding. The refreshing part is the measurability of brand value! That is always the marketer’s/advertiser’s lament: “I know about half of my budget is wasted! I just don’t know which half!”

Dr. Sexton has a number of intriguing observations about the merits and measurability of branding – not the least of which is the characterization of the equity in your brand to be an asset just like any other asset. I found this to be particularly courageous. Few experts want to come right out and quantify the results you can expect to get from your branding effort. According to Sexton,

“Estimated company brand equity values include $69.0 billion for General Electric, $53.3 billion for Microsoft, $42.1 billion for Toyota and $36.6 billion for Johnson & Johnson.”

I hope you are noticing all those ‘b’ words! If these kinds of heady figures surprise you, you need to continue to learn more about the whys and wherefores of branding! (Although, I was surprised to learn that Microsoft is No. 2, until I realized that G.E. is No. 1, of course!)