Branding identity and a strong company logo is an essential piece of the marketing puzzle, but finding and using the ...

Date: August, 2005
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Branding identity and a strong company logo is an essential piece of the marketing puzzle, but finding and using the right company logo is often misunderstood and even implemented poorly or incorrectly. Seeing your own marketing strategies over and over again may be boring to you, but your clients don't see them nearly as often as you do. In fact, the more you repeat your message and your company logo, the more effective it becomes in the marketplace.

Many successful companies have used a single company logo without any change for many years simply because the one they have chosen reflect who they are what they do. There are advantages to using one company logo. Using one design consistently assists in the communication of your company message directly to current and potential clients. Company logos can help a business cement its brand in the market place by differentiating your products from others that are similar.

When it comes to a company logo, having a single focus is critical. You must be clear on what your identity is first, develop a concise company logo that clearly states your company's identity, and then repeat the use of this design strategically to reinforce the message. Once you have your company logo developed, it is tempting to branch out and extend it so that it looks different for different purposes. You need to be careful not to dilute your logo should you do this. In order to retain the strength of the design and build company logo loyalty, you must keep your company logo focused and unchanged.

It is easier to create a new company logo than to expand on your current one as this gives you a complete, fresh new look. Sometimes it is better to do this unless the company logos you intend to use are very closely related or similar. Company logo design begins with hiring a professional logo designer. Even if you have your own logo design skills, you should still consult with a design professional. He will know whether a company logo will transfer easily into print or onto a sign or whether you need to come up with a new company logo that can cut across all of the mediums for which you want to use it. You might come up with a beautiful design that can't be transferred or would cost too much money to be printed, so why waste your time when you can seek the expertise of design professional and get the company logo quickly and efficiently.

Start building the loyalty toward your corporate identity by communicating with your employees. Integrate your brand in your company's offices and on everything that is used as a resource internally. For example, save the company website as the homepage on each office computer. This will deliver a consistent and repetitive message and hence give every employee ownership and familiarity with your company logo. Ask your employees to directly contribute to the site. Their enthusiasm for this task can then directly impact on the customers both existing and potential. Using an experiential branding technique like this ensures your employees will pass the experience on to your customers because they will be keen to share the experience of the company developed website and hence company logo, with them.



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