Your brand is more than just a mark of identity. The marketplace – no matter which niche you trade in – is noisy. If you run an online business it makes both local and international companies a threat. If you are going to be competitive, your brand must do a better job than just differentiate your business from another. It has to work.
A purposefully designed brand does more than identify your company stamp on your work, services, and products. It is a carefully crafted marketing and sales tool.
No matter your niche, your brand must be world-class to compete locally, regionally, nationally and globally. What are some steps you can take to get on the right track?
The marketing power of your logo
Let’s start with the visual representation of your Brand. In this series we will touch on many aspects of branding. For this particular post we will look at your company’s identifying mark, the logo (always a fan favorite). A logo isn’t passive. Your logo should serve as a marketing tool to:
- Drive engagement
- Spark conversation/Tell a story
- Inspire loyalty
- Imply superiority
- Build trust
When it comes to sales, trust is the biggest driver. Just look at the superior power word of mouth (WOM) marketing, which is responsible for driving annual consumer spending up to a whopping $6 trillion.
Three Hallmarks of a good logo
The purpose of business is to make money now and in the future. So, you’re probably building a business for longevity, even if your plan is to grow-to-sell. This means that your logo must be robust. Sure, you can update it as you go, but you always run the risk of confusing or alienating loyal customers.
Here are three design principles we at Cornerstone Creative apply when creating professional logos:
1. A simple logo is easy to recognize and remember.
2. Scalable and versatile design is easy to use across media and products. It should look just as good on your product labels as it does on social media.
3. Your logo must present your brand personality.
Advantage of investing in a Branding Agency
There’s a lot to be said for working face-to-face. But as we know all too well this isn’t always possible, especially with the challenges facing our businesses in 2020. So, if you aren’t able to meet in person, what does a reputable design studio have that other agencies don’t?
The primary advantage of working with a well-reviewed and experienced Agency is that you will be welcomed by a honed process that will ultimately yield better results. In short, it’s our job to “ get you” and to do it efficiently. Because we share a regional outlook, your logo will be authentic. This brings us right back to trust. When it comes to deciding what brands they like and support, 86 percent of consumers say authenticity is a deciding factor.
But this doesn’t mean that we don’t do our research. We like to know what you are up against and what your customers like best. Our market research gives us insight into preferences and prejudices that could make or break your brand.
By doing your due diligence and selecting an experienced and professional agency, you capitalize on the advantage of working closely to create a world-class logo that can hold its own in a busy marketplace.
To learn more about the hallmarks of good branding, we invite you to join the conversation. You may follow Cornerstone Creative on Instagram or LinkedIn as well as email us to learn more about how we may help.
Cornerstone Creative is a Denver branding agency. We offer a full suite of services that help companies evolve their brands to drive loyalty make positive impacts on the bottom line. If you are curious as to how your brand can improve your bottom line, please reach out to us to schedule our no cost/no obligation brand assessment.