Going Loco Without Your Logo?

One of the challenges of being a marketing executive is how to develop a logo that will last a lifetime - or at least while the business is operational. Without a good logo, it is difficult to establish your presence in your industry. Although it is a complex process, it is something that all marketing executive has to develop. In fact, a good brand is a legacy, if you like, of the marketing executive.

As a business, a brand that will make you be recognizable is what you want to have to be ahead in the game. There was this one time when I saw this calendar printing with only one image: a white apple on a black background. I know at that instance that they were custom calendars for Apple. Now, imagine Apple without the apple; or McDonalds without the golden arches; or Nike without the swoosh; and you would have the idea that a company has to have a good brand. Wherever you go, you only need to see these logos to know that you are looking at shoes that can help you just do it; or a place where you get all-beef patties, special sauce, special cheese, pickles, onions, on a sesame seed bun.

So what is a logo? A logo is an image that will make your company recognizable. Think of it as your company's face. The logo is all about you- your business, your values and what you can do. It is the element that provides your clients with the unique personality of your business. Your brand is your distinct offer. Your brand is what can help you get a thriving and loyal client base.

So what do you need to know to develop your own brand?

First, you have to have a strategy. You have to develop a branding scheme that would answer your needs and purpose. Defining the strategy will help you create a strong brand that will not only be successful for a couple of years, but for many years to come. This step would be the very foundation in which the rest of your marketing elements will follow. Your marketing collaterals such as your postcards or custom bookmarks would be measured according to the brand that you have.

Second, determine your elements in your logo. What's your purpose in coming up with your logo? Obviously, your logo will serve as a rallying point, an image that would capture the attention of your prospects. Who are your target clients? What's your message? How will your brand promote your message in your calendar printing materials for example?

Third, define your target. To easily build a strong brand, you should be able to clearly convey your message to your clients. You therefore need to know who your clients are. Your brand can then be developed to focus on your target audience and zero in their needs.

Lastly, package your brand in a way that makes it easy for your target audience to know what you have to say. It's really in the packaging. It doesn't matter how grand and expensive your branding strategy, if it doesn't reach out to your target audience, you won't get the ROIs you need to stay in business.

Don't ignore the importance of a branding strategy. The more consistent you are with your brand, the easier it is for your audience to know you by heart.