Page 17 - OhioAlaCarteSummer2011

What does it take to get noticed? Your services? Products? Testimonials? It’s more than just those mere factors. It’s all about the brand of your business. Everyone wants to stand out in the crowd as well as from their competition. Ask yourself: “What is the ‘spark’ that will bring customers to my business?” and “What will evoke a sense of passion in what I do?” You want consumers to recognize your business’ logo as they would with Target or Nike.

I’ve had people compliment how great my logo is for my services; however, the downfall is some considered it “cute” or “pretty.” A brand logo is not to be a beautiful attraction in the sense of being delicate. It needs to be an attraction as reflection of strength. Not a dictatorship, mind you, but a reflection of the power of one’s belief that this person and/or company’s identity has something to offer that others do not. Your company’s brand logo must go above and beyond the call of duty to satisfy the marketplace. You want the consumer to feel at ease or feel some shock-value without having him running to the competition that provides nothing more than “a comfort zone.” That only leads back to the “inside the box” theory. You also want them to think. Put yourself in their shoes by asking, “What does the brand logo represent?” “How does it make the consumer’s life better?” If there is no meaning, ask “How and where can I find it quickly?” Is it available on the Web or via mobile services?

• Color. Have a two-color logo, three, at the most, to provide not only positivity and the “wow factor,” but also “pop.” Let the consumer feel what you feel. Be sure that if multiple colors are used, there is no implied message negatively

• Text. The right text can make or break the look of your brand logo. There are many varieties of styles, fonts and shapes that can be utilized. More importantly, it is necessary to consider the text’s connection to color and image. A brand logo should refect no more than two fonts. Remember not to devalue a strong, durable business brand by using text in a curly, dainty font. This will diminish the brand’s strength and dependability no matter what statement is used in the text. If the font is weak or demure, it may cause the brand logo’s strength to be lost.

• Image. Your brand logo’s image must differentiate it from others that have thousands of different looks of the same product, such as a coffee cup and saucer for a coffee shop. Choose a proper medium, such as traditional photography, an illustration, or a digital representation, and then consider whether the image can easily transfer from a manual design to digital for mobile and Web use. Consider whether it will work in multiple ways should your brand be of one color, such as printed on apparel. Consider whether it will be as durable in color as it is in black and white. Additionally, consider whether the image can be sized proportionately from one layout to another, such as business cards and on a billboard. While taking all of these precautions into mind, one shouldn’t lose the brand logo’s “staying power.” It can be a long-term image or simply one or two letters of your company’s name. It’s important to be careful that you not

As mentioned before, do your homework on graphic designers and agencies. This cannot be stressed enough. It’s fine to rely on friends for assistance; however, do they understand your business and define it as more than their understanding of you as a person? More importantly, do they understand branding? Should you go for results in mediocrity or quality? Will your identity work for your profits or hinder your “American Dream?” True, the economy is still not as strong as it once was, but the brand logo that best represents your business funnels down to what you are willing to spend from your research and know-how of graphic design. It doesn’t hurt to pick several individuals or companies, study their background and set up an appointment with them. Get to know how the designer or agency works, their industry longevity and seek out reliable testimonials from current and previous clients. Discuss the idea regardless if it’s not Van Gogh quality on a napkin or what’s brewing in your mind. Discuss timelines for concepts, mock-ups, promotional products and whatever other ideas you may have. If you’ve any additional questions, please don’t hesitate to reach out to me and I’ll try to help you strengthen your brand logo.