A strong branding strategy is necessary for every business in any market.
A brand is more than just a name or a symbol; it encompasses the business’s entire relationship with its customers. A powerful brand is essential to maintaining a company’s position in the market and generating consumer awareness – no matter the size of the business.
In particular, a logo is the building-block from which an entire brand is built upon. The logo brings together every aspect of a brand; from the company website, to newsletters, to brochures and promotional materials.
The following tactics are necessary to consider when developing the perfect logo design:
Turn Promises into Purposes
Every brand makes a promise. The promise may be to provide high quality food, affordable prices, stylish clothing, or impressive services. However, in a marketplace saturated with promises, defining a purpose is what separates one brand from another.
In short, purposes are more specific than promises, and they are what truly draw customers to choose one company over another. This is a key part of every branding strategy, as it tells consumers not just who you are, but why they should come to you.
The idea of having purpose in a branding strategy can just as importantly be applied to logo design. Your logo should be able to portray both your company’s promise and purpose. While it doesn’t have to be explicitly pictured, the heart and objectives of your business should be implied through the colors and designs included in your logo.
Capitalize on What Makes You You
It is likely that your business is selling a similar product or service similar to many other companies, but you are in business because your brand is unique.
The key to a solid branding strategy is to set your business apart from competitors in any way possible. It is necessary to create a compelling reason for customers to pick you over the others time and time again.
Uniqueness is about being bold and creative, so do not shy away from big statements, or building an outgoing personality for your brand.
Keep Your Brand Consistent
Consistency is an incredibly important part of branding strategy, as it contributes to overall brand recognition, language, and customer loyalty.
The key to consistency is to always talk about things that relate to and enhance your brand. This means that across all platforms, your company must maintain a constant personality, only sharing information that aligns with your message.
Logo design is the cornerstone of consistency, as it is the main resource that ties together everything about your company. No matter the platform or campaign, your logo will be the only thing that is identical among them all.
It is important to make sure that your logo design is parallel to your brand and contributes to it’s consistency. Your logo will simply confuse people if it is bright and funny, while your content is more serious. Be sure to align the design with the attitude you are trying to consistently present.
Design Your Logo with Flexibility in Mind
The fast pace of today’s constantly changing society creates a need for marketers to remain flexible and relevant. Finding the sweet spot between consistency and flexibility in branding strategies is key.
While consistency sets the standard and personality for your brand, flexibility enables you to make modifications that will continue to build interest even as society changes.
This notion of flexibility is incredibly important to consider when designing logos, as well. Over time, it may be necessary to make slight changes to your logo in order to spice things up and keep consumers interested. However, though slight changes can be made, the overall feel and look of your logo should remain the same in order to preserve recognizability.
When it is all said and done, your company’s logo is one of the most integral parts of branding strategy. It is one of the greatest tools available to help your company convey a purpose as well as remain unique, consistent, and flexible.