Monday, April 10, 2017

A Little on Business Marketing: Your logo IS your brand

The act of marking livestock with fire-heated marks to identify ownership has origins in ancient times, with use dating back before there were pyramids in Egypt. In the Roman Empire, the symbols used for brands were sometimes chosen as part of a magic spell aimed at protecting animals from harm.
By the European Middle Ages, it commonly identified the process of burning a mark into stock animals with thick hides in order to identify them. The practice became particularly widespread in nations with large cattle grazing regions, like Spain. The unique brand meant that cattle owned by multiple ranches could then graze freely together on the open range. But you'd still know from where they came.
Your logo is the brand.

There is an identification advantage in developing a logo design exclusive to your firm. Using a logo also helps give your advertising continuity. Use the logo consistently on all printed pieces, including stationery. Use it in Yellow Page advertising, on the side of your truck or company car, on bags or boxes and anything else your customers or prospects may see.
The typeface you use in logos and all marketing plays an important role in how the message comes across. Printers are very knowledgeable about typefaces and happy to help you make choices. (Not-subtle, I know.)

Color is also an important consideration, as is making sure your logo can be rendered a few different ways. Sometimes your budget will prevent you from using your full-color logo. Invoices you print on your own color printer might turn out ok, but when you want a professionally-printed invoice or other office form, you might have to put your logo in black-and-white (aka grayscale) or choose an accent color. Sometimes when you embroider a logo onto apparel, some colors might get ‘lost’ in the background fabric. That’s going to be a consideration in the next A Little on Business Marketing article on sponsorships as well.
Photo by Juan Aunion, used with permission

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