FIRE CREATIVE | Graphic Design for Web + Print
 |
|||||||||
|
|
continued
4) The “Corporate Image” is the PERCEPTION the public has of the company (“public” meaning customers, prospects, the media, strategic partners, analysts, employees and other relevant groups). This image can be influenced (positively or negatively)! So do everything you can to make sure your company has a favorable image. USE BRANDING TO YOUR ADVANTAGE A helpful comment from www.brand.com: "Brand has been called the most powerful idea in the commercial world, yet few companies consciously create a brand identity. Our advice to executives is to research their customers and find the top ranked reasons that customers buy their products rather than their competitors. Then, pound that message home in every ad, in every news release, in communications with employees and in every sales call and media interview. By consistent repetition of the most persuasive selling messages, customers will think of you and buy from you when they are deciding on whether to buy from you or your competitor." CONSISTENCY IS THE KEY TO SUCCESS! The secret of branding success is, first of all, to develop what your brand is, and then to boldly apply the brand with consistency across all marketing vehicles: web, print, TV, radio, etc. Whatever your chosen media, you must be consistent in hammering your brand. Consistency in look, color, words, tone, message, offer – everything. Otherwise people will not know what to think, and won’t take the time to figure it out let alone remember it. So distill the message for them. Do one thing and do it really well. NAMING IS THE FOUNDATION OF BRANDING If your company is in the startup phase, take the naming process very seriously. Naming is the foundation of branding. That’s not to say you can’t have fun with it, but just be clear that a name has a major impact on the “memorability factor”. Is it easy to remember? Does it sum up what you do? Is it unique? The process requires more than just going to the US Patent & Trademark Office to search available names. It demands exploration, creativity, and focus. After all, you’re going to make an investment in this name for the next 10 years or more. HOW >> Come up with 5 or so available names that you like, and then poll people. Ask your target customers which they like the best. Also ask your colleagues and peers. Then register that name and proceed with the logo design. >> |
||||||||
 |
|||||||||
 |
|||||||||
 |
|||||||||
|
[article 5 of 8]
|
|||||||||
 |
|||||||||
