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Logo Design
So what goes into the design of an excellent logo? Professional logo designers break the design process down into several distinct stages. Whether they’re working with a chiropractor, an accountant, a dentist, or another professional small business owner, professional logo designers first spend time getting to know the particulars of the industry and their client. What sorts of procedures or services do they specialize in? What kind of business atmosphere do they wish to create? Is the business seeking a younger or older clientele, or a specialized niche market?
Once this information has been gathered, the professional logo design firm sets to work. The firm creates several different sample logos that they feel best encompasses the vision and spirit of the small business. They share these logos with the business. The business owner chooses the logo that they like the best, and offers any suggestions or comments on how they feel the logo could be improved or changed. Color, size, shape, and any associated text or fonts are carefully chosen. Business owners usually choose the logo based on their initial emotional response. The logo should evoke a positive feeling in addition to inspiring curiosity.
The Promotional Process
The logo, while vitally important, is only part of the overall promotional process. Much like a sales representative, the winning logo is quickly dispatched into the larger marketing world to start generating interest among potential customers. The logo will appear on stationery, flyers, banners, postcards, emails, websites, and as the image for apps on mobile phones. In order to become a brand champion, a logo must have sufficient exposure to become "recognizable". This may involve advertising in several different venues, including magazines, radio, television, subway platforms, the sides of buses, and other attention grabbing places.
However, while a well-designed logo will immediately grab people’s attention, giving people products or items with the logo emblazoned upon them is the best way to create a brand champion. Free items are always popular and generate good word of mouth. Better yet, a promotional campaign doesn’t have to be particularly expensive. A company that hands out toothbrushes or pens emblazoned with their logo will increase their customer base. A company that produces merchandise such as clothing or electronics also benefits from giving out samples of their product with the logo prominently displayed. Those who receive the free samples will happily discuss them with their friends or acquaintances. Stickers, notepads, and key chains are also a great method for generating free publicity.
Companies should give samples of their product to a targeted group of people who will likely become repeat consumers. Frequently, launching a new brand at a trade show or other like-minded gathering is the best way to find a group of people who are already familiar with the particular industry and can exercise significant buying power. If a business already has an established customer base, all loyal customers should receive a promotional item immediately. The business may consider running a special promotional window where products are sold at a discount in order to increase their exposure.
Becoming an "It" Brand
In many cases, a particularly desirable brand becomes an "it" item. People will purchase the brand because it has developed a certain prestige or cache. Brands such as Harley Davidson or Nike have a built-in consumer core who will buy the product based on the brand name alone. These individuals delight in showing off their newly acquired products because they enjoy identifying with the brand. A brand champion manages to rise above the level of a simple "product" and instead becomes "an experience." This is why generic brands generally are cheaper than more heavily promoted brands; they lack the promise of an exceptional or unusual experience.
Becoming an "it" brand may require designing a special campaign. A dentist, for example, may choose to document several case studies of a particular brand toothbrush which helps his patients get rid of plaque. A chiropractor may create a video demonstrating the effectiveness of a particular pillow or branded exercise technique. In each case, the product must not only perform a function, but also elevate itself above competing brands. Ultimately, this should be the goal of every company: to create a brand name so powerful that people will automatically buy it based on its reputation.
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