Features, expert advice & great top tips
Are you making the most of your customer contacts?
In a utopian society, books would not be judged by their covers, people would not be stereotyped by their appearance, and companies would not be valued by their logo.
We’re a long way from utopia, however. My flowing white robe and tambourine remain firmly locked in the basement, and the hard facts of business remain close at hand.
So it is that most successful company directors set great importance on their corporate branding. And rightly so: every time someone sees your logo, they form an implicit character judgement on your organisation, your products, and you. The effect of a professional logotype is like a little calming voice in your customers’ minds:
“This company is a credible, professional outfit, and I feel proud to be associated with them."
This is simply a product of the “feelgood” factor created by quality design, as was scientifically proven by a research team Stamford University in the US. It shows that people judge the credibility of a company by the quality of its design, as quality design demonstrates investment, financial stability, and maturity.
The effect of an unprofessional, hastily designed, ineffective logo gives rise to a more insistent voice in your customers minds:
“This is a couple of teenage kids in pulling a scam in their back bedroom. They will disappear as soon as they get busted by their mum. Don’t give them any money.”
Even if you are a couple of kids pulling a scam in your back bedroom, you probably don’t want to give that impression.
A quick guide to terminology...
1. Branding is the act of creating a complete statement of the identity and philosophy of a company. A company’s brand should connect to something larger in their customers that motivates them to buy the company’s product, above those of their competitors.
2. The brand identity refers to the specifically visual aspects of the brand: the logo, stationery, web site, marketing materials, and so on.
3. The logotype (or logo) is the graphical and/or typographical mark that is the core element of the identity.
Make sure you stand out from the crowd with a unique and effective logo design or brand identity solution. Call 01376 516686 today and click here to view more information and our portfolio.
