Branding Has An Effect On You When You Don’t Expect It:

If you were to take a stroll down a supermarket aisle, you will notice an array of products that are tempting to the eyes – especially if you are going on an empty stomach. Did you notice that each product in these aisles is packaged so that you are attracted to what pleases your eyes? For example, baked goods are packaged in red, blue, and brown colors. Detergent soaps are consistent because they use horizontal stripes, while pet foods utilize checkerboard schemes.

The examples that we provided above are a specific design strategy that is put into place to develop cognitive responses to images and shapes that are presented to you. Although there are many key issues to consider during the process of strategic design you must take into account 10 fundamental criteria when you execute a corporate identity that will endure the test of time.

These criteria below will help you to execute your corporate identity, or even assist you in asking the proper questions before you start out – or at least it will help you to get started!

Visibility

Take into consideration the typography and graphic treatment when you are working on your logo design. Many people make the mistake of overlooking the most important image of your business. Some questions that you need to ask yourself are: What is the message that you are trying to convey to your niche market? Will the logo withstand durability under the conditions of light, atmosphere, or different mediums?

Application

Many companies today use their logo through the use of applications. Examples include, but are not limited to, websites, print advertisements, newspapers, outdoor signage, silkscreen printing, embroidery, packaging, etc. It is important that your logo is compatible through any form applicable for your company.

Simplicity

You know that cliché ‘less is more’? Well, it is true. It is really easy to take a simple concept and turn it into a logo that is so complex that you won’t even know what it represents anymore. The golden rule is that the brands that hold the greatest equity today have embraced simplicity.

Differentiate

Does your logo allow your company to set itself apart amongst the competition? Does your target market understand the product/service that you will be selling/providing? However, if you were to ask yourself the following question then you might want to take a step back to re-strategize. Does your mark have a similar look and feel as your competitors? If the answer is yes, you may want to consider a new direction.

Retention

Does your logo spark interest to your target market? At first glance, will it be able to provide a quick recall, or will it be lost in the clutter pile with the rest of the brand images?

Color

Don’t get so carried away with colors and the use of gradients. Technology is constantly changing so we can push the limits when it comes to presentation. It is important to begin design work in black and white, taking color into consideration as you progress. Keep in mind that despite the fact that technology is always changing, businesses today still utilize printers and fax machines that deliver in black and white. Make sure to take extra steps to ensure that your logo can be used in any medium without compromising presentation. Don’t ever take the risk of misrepresenting your brand.

Timeliness

Relatively speaking, logos used to last roughly 15-20 years. Today, the life cycle is approximately 5 years. Many companies redesign their logo to move forward with trends and strategize to maintain themselves in the competitive market. It is important that your logo conveys your strategic position in the market. It is not just about having the best look; it is about having a conceptualized meaning behind the logo that sells your product or service.

Modularity

How will the logo work with other design applications, images, and typography treatments? If you plan on having other marketing material, your logo should blend with ease when integrated into your supporting material.

Descriptiveness

Will your logo be easy to read and interpret? Will it conceptualize your business? What will your target market say about your company when they view your logo? Your logo should positively describe your business, no matter what!

Equity

Will your logo be recognizable by a group of audience members? Will they be able to recall your logo ten to fifteen days later?
Designing a logo is a crucial part of a business. A indicia creates an everlasting impression on an organization, and what it will reflect as a business. Follow these ten criteria points to help guide you through your strategic design process.

With that said – let me leave you with a thought:

”Art is making something out of nothing and selling it.” — Frank Zappa (1940 - 1993).

Now that is what I call a very wise man, indeed!

Do you have a ‘one-of-a-kind’ product or service? Well, if you don’t, then don’t worry because very few companies do. If you pay close enough attention, you will realize that you will rarely find a retailer, wholesaler, boutique, etc., that is truly unique.

In reality, most enterprises are in business to make money. They offer a product or service that resembles those of their competitors’. The key to effectively sell in this type of situation is what any advertising and marketing professionals refer to as a unique selling proposition (USP). This is what helps businesses implement and execute a unique strategy to set themselves apart from the competition. Let’s be realistic here, without placing any efforts into a ‘unique selling proposition,’ meeting sales targets would be next to nearly impossible.

You must be wondering – how do I even go about this, right? Well, in order to understand your ‘USP’ you have to do the following research:

1. Begin by conducting due diligence of the product/service you want to introduce into the market
2. Analyze your competition in your prospective niche market
3. Find the USP of your product/service and the advantage against your competition
4. Conduct a comparative analysis to see what opportunities you have in the marketplace

Note that you will have to carefully analyze other companies and their advertising tactic and marketing initiatives. You will learn more than you anticipate, and that will serve as a pedestal to distinguish yourself from the competition.

To give you an idea, here is an example to help you understand how companies utilize a ‘unique selling proposition’ strategy. If you were to walk down any aisle of a major retailer, discount store, or wholesaler you would find a plethora of detergents to choose from. Each brand claims to either brighten whites, take out the tough stains, give fresh scent, etc., You get the picture right?

Detergents serve the purpose to clean your clothes. Of course, it is brilliant, if you ask me. Did you notice that Clorox stands by the motto that it ‘keeps your clothes white,’ Tide ‘won’t fade your colors,’ and finally, Gain detergent will deliver ‘sparkling clean with the scent you’ll love.’ Each company uses a different sales strategy in order to obtain the competitive advantage in sales of their product. It is simple, if you can reach your target audience, then you can win, even in a saturated market.

Till next time — take a moment to bring out your creative intellect!