Brand recognition
December 2011
Most business owners believe that good marketing skills is all you need to succeed in their business. Often we have heard people say that some big products and services don't need an iconic image to sell themselves.
This is wrong.
Branding as a stand-alone concept is not marketing, but an essential part of any marketing strategy. Your brand is in the end an important complement to how you interact internally and externally with your company. Branding creates an image and it needs to be implemented from the inside-out. Creating a strong branding credibility amongst you and our colleagues is vital to expand a solid brand towards your target group. It creates loyalty and recognition.
Think of this... you wake up every morning and you plan your day. While you move around, let's say, from the moment you got out of bed to the moment you brushed your teeth you have been exposed to an immense number of brands. These are brands you use and you chose for yourself. You know they work for you and they do the job. THAT is brand recognition.
There are many types of effective brand names, some of them are simple acronyms that are easy to remember. Others use commonly used words like fruit, house elements, etc. Then we find the ones that use made up words or the conjunction of two words together (e.g. 'ideations' conformed by 'ideas' and 'creations'). We also find brand names that use the name or surname of their owners. The list goes on and on. Basically there are several categories of effective business names andall of them are showing is that in a basic definition of a good brand name "it's not what it is, it's what it does".
Unless you have had a really bad experience with a known brand, this will come to you as a recognised brand.
Logos
Just like a brand name, a simple and easily remembered logo is mostly effective. An effective logo is remembered in 10 seconds and can be roughly re-drawn by pen and paper. If this is not possible, then the logo is too complex.
Remember, a logo that is not remembered could result in a brand that failed to be recognised. Some logos are extremely simple: just the name of the company in a particular font that represents the style of the company, the usage of contrasting colours, etc. It is not a good idea to mix too many colours; in fact, one or two usually do the trick, and by testing if the logo can be printed in simple black and white you can ensure that it will be adaptable to all types of printed and electronic media (business cards, brochures, websites, etc).
As a summary, the most important parts of an effective logo include: shape, colour, font and style. These parts need to be distinctive, practical, graphically simple, send a message and be adaptable to different media.
Contact us to find out more..
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