Developing a Logo and Visual Branding that Sell

Developing a Logo and Visual Branding that Sell

Picture it: A customer is going through the mail sees an envelope with a familiar logo and decides not to throw it away. A couple walking down a street notice an interesting logo over a new store and decide to walk in. A potential client is evaluating two companies and the visual look of one of them just seems to speak to her.

That's valuable, isn't it?

Your logo and visual branding symbolize your company in the marketplace. When you develop a logo your goal is to communicate your company's worth and qualities. But your goal is also to create understanding and intrigue. Follow these steps to learn how to get there.

Define Your Audience

High-impact logos start with your audience, who they are and what motivates them. Are they young and sophisticated? Traditionalists? Middle managers yearning to break free? You'll need to create symbols and messaging that appeal to them, their attitudes and emotions. So the more specific you are the better the final result will be.

Decide Who You Are

Be clear and concise. You'll need a good understanding of what you do, of course. Also important is what makes you unique, and how do you want to be perceived in the marketplace. A fresh alternative? Stable and dependable? Vibrant? Personal? Most importantly, does what you offer and how you do it match with how you defined your audience?

Design for Your Audience

Use this information about your audience and company as a guide during the design process. As you can imagine, your logo will be a key marketing piece. So make sure that your designer, whether a company or individual, understands the marketing objectives of the logo.

When people view logos, they first see shape, then color, then details, like your name or tagline. That means your first focus should be on getting a unique and interesting logo shape. And the best way to concentrate on shape is to see your logo first in black and white.

Be More Than What You Do

Avoid literal translations. You want prospects and customers to feel emotions and see solutions in your logo, not products. In all likelihood many people do what you do. But they don't do it the same way you do (let's hope!). By concentrating on emotions and solutions, you'll stand out and be more memorable.

Further Your Message with a Tagline

Using a tagline with a logo marries the visual and verbal, and creates another way to appeal to potential customers. Just like with your logo, you'll want to put them first. Tell them how you'll help or treat them. Avoid being too clever or complicated. The key to a tagline is to show benefits and be remembered.

You can use your tagline as the foundation of other communications, as a concept for your advertising or brochures for example. That builds consistency in your marketing, making it stronger.

Develop Visual Branding Beyond the logo

Once your logo and tagline are established, it's time to create a unique look for the rest of your marketing communications. More than your stationery, this includes your brochures, case studies, product sheets, newsletter and website. You'll want to create unique design elements and page positioning that remains consistent throughout your materials. By doing this you are training your prospects and customers to recognize you instantly.

Leave It Alone

This may be the hardest step of all. But it's vital. You can't train your prospects and clients to recognize your logo and visual brand if they keep changing, can you? Of course unless your company is new, you'll have started this logo process by breaking this rule. But if you've followed these steps, you'll have created an identity that will last for years.

Kemba Johnson is principal of Kemba Creative, a marketing communication company that creates the communication strategy, design and messaging to help companies get to the next stage of growth.

Want to put these strategies into action?

Let's talk about your goals, your challenges and your customers. You'll gain clarity and be on the road to bigger business and more loyal customers.

Contact me
Visit me
Phone: 404-223-1025

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	Tips & Strategies Articles Tools	Developing a Logo and Visual Branding that Sell Picture it: A customer is going through the mail sees an envelope with a familiar logo and decides not to throw it away. A couple walking down a street notice an interesting logo over a new store and decide to walk in. A potential client is evaluating two companies and the visual look of one of them just seems to speak to her. That's valuable, isn't it? Your logo and visual branding symbolize your company in the marketplace. When you develop a logo your goal is to communicate your company's worth and qualities. But your goal is also to create understanding and intrigue. Follow these steps to learn how to get there. Define Your Audience High-impact logos start with your audience, who they are and what motivates them. Are they young and sophisticated? Traditionalists? Middle managers yearning to break free? You'll need to create symbols and messaging that appeal to them, their attitudes and emotions. So the more specific you are the better the final result will be. Decide Who You Are Be clear and concise. You'll need a good understanding of what you do, of course. Also important is what makes you unique, and how do you want to be perceived in the marketplace. A fresh alternative? Stable and dependable? Vibrant? Personal? Most importantly, does what you offer and how you do it match with how you defined your audience? Design for Your Audience Use this information about your audience and company as a guide during the design process. As you can imagine, your logo will be a key marketing piece. So make sure that your designer, whether a company or individual, understands the marketing objectives of the logo. When people view logos, they first see shape, then color, then details, like your name or tagline. That means your first focus should be on getting a unique and interesting logo shape. And the best way to concentrate on shape is to see your logo first in black and white. Be More Than What You Do Avoid literal translations. You want prospects and customers to feel emotions and see solutions in your logo, not products. In all likelihood many people do what you do. But they don't do it the same way you do (let's hope!). By concentrating on emotions and solutions, you'll stand out and be more memorable. Further Your Message with a Tagline Using a tagline with a logo marries the visual and verbal, and creates another way to appeal to potential customers. Just like with your logo, you'll want to put them first. Tell them how you'll help or treat them. Avoid being too clever or complicated. The key to a tagline is to show benefits and be remembered. You can use your tagline as the foundation of other communications, as a concept for your advertising or brochures for example. That builds consistency in your marketing, making it stronger. Develop Visual Branding Beyond the logo Once your logo and tagline are established, it's time to create a unique look for the rest of your marketing communications. More than your stationery, this includes your brochures, case studies, product sheets, newsletter and website. You'll want to create unique design elements and page positioning that remains consistent throughout your materials. By doing this you are training your prospects and customers to recognize you instantly. Leave It Alone This may be the hardest step of all. But it's vital. You can't train your prospects and clients to recognize your logo and visual brand if they keep changing, can you? Of course unless your company is new, you'll have started this logo process by breaking this rule. But if you've followed these steps, you'll have created an identity that will last for years. Kemba Johnson is principal of Kemba Creative, a marketing communication company that creates the communication strategy, design and messaging to help companies get to the next stage of growth. Want to put these strategies into action? Let's talk about your goals, your challenges and your customers. You'll gain clarity and be on the road to bigger business and more loyal customers. Contact me Visit me Phone: 404-223-1025		Related Content Services Read how Kemba Creative develops logos that sell for our clients. Read more>

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