As a business owner, you may have a pretty good idea of how important branding is, but that doesn’t mean that you understand how to put together the most effective branding techniques. For example, one simple logo may send a variety of obvious and less-than-obvious messages to the viewer. The colors, shapes, and other visual elements of the logo are used intentionally to impress consumers and motivate them to take action.
Logos are some of the most obvious and recognized elements of branding. The idea behind the logo is to use a symbol (that will be easy to recognize) to convey greater meaning than the symbol itself. For example, the greek symbol of strength has been used since the days of ancient Greece and continues to be found in logos today.
Symbols Within the Logo
The circular image originally represented strength, power, and resistance. Today, it is also used to represent fierceness, dedicated purpose, willpower, strong devotion, and a powerful attitude. An addiction recovery business might replace the “o” in recovery with the symbol to represent the importance of these qualities in recovering from addiction. This is just one of the ways that logos are a vital part of branding.
Naturally, the name of the business is a very important factor in branding. Simply picking up your own last name or the name of the city where your business is located doesn’t do much to differentiate your business from others in the community. A company name that conveys the goals of your business or that reinforces symbolic meaning relevant to your work is more successful as a branding tool. Happily, there are a lot of great tips to help you settle on a name that is simple enough to prevent confusion, memorable enough to stand apart from competitors, and strong enough to make a positive impression.
Three: Character (Optional)
Characters aren’t a necessary component of branding, but they can add an important dimension that brings your business name and purpose to life. Think of your favorite battery, a well-known insurance company, a cold cereal tiger, and a popular men’s deodorant brand. Some of the first things that spring to mind may include a stuffed rabbit, a lizard or duck, a cartoonish tiger, and so on. Characters often add an element of fun to a branding tactic and are also able to vocalize messages and slogans for the company.
Four: Slogans or Taglines
Slogans may be short or long, but they are used to convey a specific message that, once again, shares the goals or “story” of the company. As much as possible, the tagline should reinforce the message delivered by symbolism throughout the branding campaign. Think again of the actual greek symbol of strength in the imagined addiction recovery business; a slogan that reinforces strength, dedication to a goal, and fierceness reflects back to the logo and overall goals of the company.
Anything Worth Doing Is Worth Doing Well
Successful branding does more than make a business recognizable. A carefully thought out campaign speaks to targeted individuals and delivers messages that motivate consumers to take action, whether that means purchasing a product or embracing a new service. When you fully understand the importance of branding, you probably won’t just into the first name and generic logo presented to you. Instead, you’ll consider the primary purpose behind your company and what you want your brand to convey.
An effective brand creates a positive business reputation that draws customers to you. Whether or not your branding is successful is determined by your target consumers’ perception of your business. In many ways, the longevity of your business is strengthened or weakened by the strength or weakness of your logo, company name, character, and slogan. Rather than spending a weekend browsing through stock images, invest some real time into developing a brand that fully represents your business goals.