Creating an brand using logos and slogans that accomplish your objectives
Posted on January 12, 2009
Filed Under Marketing & Branding | Leave a Comment
Whether you realize it or not, your life, both online and in the real world is consumed by branding. Whether you ride the city bus, watch TV, listen to the radio, read the newspaper, or any combination, you are attacked with a barrage of marketing messages.
Every company and marketing campaign goes about their branding and marketing strategies a bit different. Some companies use humor, others use very “real” situations to help you related.
And while most webmasters can’t run a full on marketing campaign using every medium available, you CAN use some of the principles learned from those spending millions on your much more modest budget.
One thing you will notice with nearly every single (successful) advertising campaign is they want to get across a point. Whether it’s a stupid jingle you’ll never forget (“I’m lovin’ it” – McDonalds), a campaign that makes you laugh (think the classic “Whuzzup Commercials), or that tries to relate to you (think Mac vs. PC) each has a message, slogan, and logo that are memorable.
In small time web development, logos often times get thrown together the day you buy the domain and forgotten about forever. In my opinion, this is a huge mistake. A logo is meant to be a representation of your company and the pillar that your brand will be hinged upon.
A logo doesn’t have to be fancy by any stretch and often the most famous logos are the most simple. You should however have a reason for every part of your logo, from the color to any icons that go along with it.
Multimillion dollar companies spend hundreds of thousands running their potential logos through user groups. You should at least spend a couple hours asking friends and family what they think and really considering what you want your company or website to stand for.
While having a great logo is great, the key to successful branding is tying your logo to a message. This is what is known as a slogan and I believe just as important as the logo. They work as a team, speaking for you wherever your company shows up.
A slogan usually is a short, catchy phrase that portrays the message you’re trying to get out. It can be subtle, a play on words, or direct and in your face. It sets the tone for everything you are trying to do, along with your logo. It’s the only text that will be on every business card, letterhead, image, marketing letter, email signature… And it’s vital that it tells the right story.
For some of you, creating a truly great slogan will not be possible on your own. There is help. If you have the resources and the business plan/capital to, hire a professional marketing company to help create your brand. For those with a more limited budget, use message boards and branding services that can help you brainstorm. There are even services where you can have people compete to come up with a website URL, logo, and slogan for your idea for a fee (ranging from $85 and up).
If you don’t have any budget at all, be sure to really consider what your message should be and what you’re hoping to accomplish with your site. Even if you spend some time considering, testing, and brainstorming, you’ll come up with something much more productive than if you just slap the first thing you think of down.
Spend some time doing your research and keep your mind on your branding and your website and business will prosper because of it!
So you want some inspiration? Here’s some places to start:
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