Tweet

Branding on Purpose

Written by: Jeremy Pisanic

Article Overview: Branding is an often missed and yet vital part of any healthy marketing strategy. In fact, studies show that businesses that brand themselves well will be 500 times more successful in their marketing efforts than those that brand themselves poorly. At the end of this ebook there is a form to help you formulate ideas on a logo so that you can pass it on to a graphics designer and/or marketing professional.

Branding on Purpose

Branding

There are four core aspects of branding that any business should be aware of. The first is a logo, which will help you be easily identifiable. The second is a slogan or tag line that communicates who you are in only a few words. The third is the web, which is a very fragile because of the ease of information that can be disseminated to the world. The forth is your reputation as a company. The following has important details of what considerations should go into the development of these four core areas of branding.

Branding your Logo

When it comes to a good logo there are several important things to consider. Below are the top keys to the development of a rock solid logo

• No more than 2 or 3 colors. Our brains can't remember more than 2 or 3 colors in a picture very easily. Simple is always a good rule.
• Simple. If it is simple in design, it will be simple to remember. Having people remember it and recognize it is priceless.
• Long term. The design needs to be a long term commitment not something you plan on being temporary. This is key to great branding.
• Must have purpose. The logo should represent something that is either related to your business or conveys a concept or ideal regarding your company.
• Limited text. Preferably, it is recommended that you not use text or your name in your logo if you are using an icon or a graphic of some sort. Do not use your name as a logo unless it is short (one word).
• Evokes positive emotion. Great logos can evoke positive emotion such as fun, confident, stable, peaceful, fresh/new or caring.

FACT: The Nike® logo “swoosh” cost only $35. The logo is very simple and yet conveys so much. Most logos from the Fortune 500 are very simple and memorable. The best graphic artists can convey a lot about who you are in the most simple of designs and still remain artistic.

It is important to understand that your logo is a symbol of who you are as a company or individual. When branded properly, your logo will have people thinking about your company’s product or service every time they see it.

Branding a Tag Line

Your tag line is a key element to conveying something about you in a few words.

• Less is more. You can say a lot in only one word. Keep your tag line less than 5 words at the most. The best tag lines are usually 2 or 3 words.
• Easy to understand. Using college level vocabulary may make you look sophisticated but you will lose a lot of people. Keep it simple and easy to remember.
• Proper punctuation. A period or a question mark can often work well to make a point, however, an exclamation mark can often have negative consequences. Quotes, though, are completely unnecessary.
• Purposeful purpose. Just as the logo must have purpose, so must the tag line. It should represent something that is either related to your business or conveys a concept or ideal regarding your company. If possible, your tag may be a tool to tell people what you do or encourages action.
• Not permanent. Although it is important that your tag line last for a time to be effective, it is something that should be OK to change after a while. This is especially true if you have different campaigns that target different segments. You can even have multiple tag lines simultaneously.

Branding for the Web

The World Wide Web creates an important item regarding your branding: consistency. While it is good practice to have text links, banners, online directory listings, blogs and profile information on social networks, there is a need to ensure consistent descriptions and information across the web for your company. Here are a few items of consideration when branding yourself on the web:

• Make sure that your website style, colors and design relate to your printed materials
• Monitor social networks that your business is part of on a daily basis. You never know what is being said or shared if you don’t follow them.
• Have ongoing organic search engine optimization for your website

TASK: Prepare an official company description of who you are, what you do and either how you are different or an accolade.

Branding your Reputation

Visuals are not the only thing that is a part of branding. Reputation is also part of your brand identity. Here are some areas that you may consider when branding your reputation:

• Customer service. Do live people answer the phone? Is there quick follow up? etc.
• Affordability. Are you known for being cheap, expensive or somewhere in between?
• Quality. Is your product or service known to be worth the price?
• Employees. Are your employees courteous, professional and knowledgeable?
• Timely. How quick is your company’s turn around time?

Solid Foundation

It is never too late to re-brand your company to ensure cohesive marketing and solidify your place in the business world. Just like any well-built house has a foundation, your business also needs a solid foundation on which to rest.

Related Articles
  Branding: 7 Important Questions and the Straight Answers
  The definition of branding
  Building A Better Brand in the New Year
  Personal Branding Tip
  Home Based Business Branding To Identify Your Opportunity

Article Tags: brand identity, branding, corporate identity, logo, tag line



Related Forum Posts
Re: What is your Business? - We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
New Small Business Topic - Hello everyone, I'm on the lookout for new topics to add to my site. We just launched a Franchising section and are planning Human Resources section. Do you have any thoughts for a new section? Here's a list of what we currently have: Angel Investors Branding Bank Loans Business Coaching Business Plan Franchises (New) Insurance Legal Marketing Public Relations Sales Small Biz Loans Venture Capital
Re: Success - I study success intently, and would like to share: Here's two excellent and nearly identical success-formulas from a couple of the world's masters. FIRST FORMULA: 1. Passionate Desire 2. Clear, Definite Purpose 3. Committed Decision 4. Take Action In Faith (Bonus Secret Sauce: 5. Repeat Consistently) I made a video about this, but am not allowed to link it yet. Google "Ryze Success Steps" for it. Oh, and this is Napoleon Hill's (Master Of Success Laws)'s Formula. SECOND FORMULA: 1. Passionate Desire 2. Understand It Is Already Done (Faith) 3. Relax & Allow It To Unfold (Go about your life calmly) This one is courtesy of Abraham-Hicks (inspiration for the movie The Secret). Hope that helps!
Re: Direct Mail Postcards - [quote="jvprosperity":2r71nzqq]Kevin, your situation is very common. Get's me wondering if advertisers are just being lazy and "blanket" areas with advertising hoping that some will stick and get people to respond. mathew1 used the word "targeted" alot but I think that's what most advertisers are either not doing or not going deep enough in their targeting. I disagree that direct mail is more important to small business. Yes, it get's done more often within small businesses but that's 'cos of a small budget and them being forced to utilize it to it's fullest. Big Business focus so much more on Branding and Image Management since they have larger budgets but they also do a fair bit of direct mail and other methods.[/quote:2r71nzqq] Hi Andy, I'd say "naive" is a better word. In fact, "blanketing" areas with unwanted solicitation/ads is costly and will only hurt small businesses in the eyes of consumers (who will resent it).
Re: Direct Mail Postcards - [quote="Kevin":k7jhujz8]But how do you prevent people from just throwing out your direct mail as unwanted solicitation? Anytime I get direct mail, I toss it out. I've noticed solicitors using cheap tricks like printing the message in "hand writing" to make the letter seem more personal. Who are they trying to fool?[/quote:k7jhujz8] Kevin, your situation is very common. Get's me wondering if advertisers are just being lazy and "blanket" areas with advertising hoping that some will stick and get people to respond. mathew1 used the word "targeted" alot but I think that's what most advertisers are either not doing or not going deep enough in their targeting. I disagree that direct mail is more important to small business. Yes, it get's done more often within small businesses but that's 'cos of a small budget and them being forced to utilize it to it's fullest. Big Business focus so much more on Branding and Image Management since they have larger budgets but they also do a fair bit of direct mail and other methods.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Induction – your first management job

Your Local Small Business Online Marketing Funnel

Business Coach Explains To You How To Add Value

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.