A logo is a business what your face is to you. People recognize you as soon as they take a look at your face, humans are programmed for facial recognition. It is the same in the business world. We all remember the logos of the companies which dress us, which provide our smartphones, which fill our everyday lives with their products. And the interesting thing is how easy it is for us to differentiate individual logos in the sea of brands we see every day. They are so common and widespread that, for most of the time, we take them for granted. But what is a logo and what purpose does it server?
Think of a logo as a personal ID number. It is the defining identification tool of a brand, the core feature which makes the brand different from the competition. There is no brand without a logo. Just try to imagine Nike without the „Swoosh“ logo.
A logo is the most important graphical representation of a brand. It is the connection between the brand and its consumers, the market manifestation of a company. A well-thought of and a well-designed logo is what every company craves for because it becomes the backbone of the whole marketing strategy.
Through colors, lines, fonts and shapes, logos become the „face“ of the business. They graphically display the identity, the uniqueness of the brand and create a way for the consumers to identify themselves with the brand. Furthermore, all of the marketing strategies a company develops revolve around the logo.
The most important feature of any logo is uniqueness. Also, a logo has to be able to convey a bit of the most relevant information about the company to the audience. The color and the design of the logo should express more than just simple shapes do. A logo has to provide a sense of meaning about the brand. A good example is the IT companies, which often choose angular logos to represent the notion of speed and accuracy, while service-oriented business goes for rounded forms, to convey trust and reliability.
The mythical creature of advertising which produces results exists, right? Some say it does and here we will tell you a bit more about the witnesses who saw this elusive being. Ok, enough with the fantasy novel allegories let us move on to the real stuff. We will write you a little bit more about advice from advertising experts which bring results.
Research and more research. Know everything there is to know about the product you are advertising. Read as much as you can about what other people have to say about the product. Reviews and opinions are a great source of information about the product, whether they are positive or negative. Find out all about the good features of the product and advantages over the competition it has, the way the product is made and the ingredients it contains. These facts will give you a good starting point to create your advertising strategy.
Once you get to know what your competition is doing, you will be able to form your idea of where to go and how to get there. You can adapt and develop the ideas the competition uses and then take a new, different approach.
Survey and investigate your typical consumer. Find out what he has to say about the product. What good sides of it he likes and why does he think certain aspects of it are not so good? What is it that matters most to the buyer: price, quality, ease of use or something else? Taking guesses in advertising can seriously backfire, and you will only lose money. Find out as much as you can about the consumer opinion of your product, and you will be able to design a successful strategy to market it.
The positioning means knowing your target consumer audience, knowing how the product appeals to the audience and how to get close to them and form a strong connection. Figure out which are the consumers that will form the strongest connection with the product. Once you know which group you want to target, appeal to them with the right language, terminology, and style.
The market is an ever-changing entity. It transforms and evolves quicker than we can notice. Marketing strategies can grow obsolete in a matter of months. New ideas are crucial, and marketing experts with fresh, out-of-the-box thinking are always sought after. The ideas that were popular and produced results in 2015 and even 2016 are now useless relics of marketing history. Do not miss on the new ideas, keep in touch and step into the new market with new advertising breakthroughs. Keep reading, and you will learn some new ways of marketing your business or product in an unconventional, non-textbook manner.
Knowing which places your customers frequent is a must. Placing your ads in strategic places is a great step to get through to your clientèle. For example, the usual places like subway stations and other places where many people gather are always cool but think innovatively. If you are a small, growing business, think cheap but creatively. For example, a bathroom of a neighborhood bar can be very productive. People have to go to the toilet, no?
OK, this might seem obvious. But think about it this way: no matter how piddling this tactic may seem, it is bound to bring results. People love personalized products. The gesture will bring you closer to your customers and form a stronger bond between them and your product.
Many big companies use gift certificates, coupons, and similar stuff as a way to say how much the appreciate their customers’ business. However, a start-up business cannot allow itself the luxury of going overboard with advertising spending. A little creativity will get you a step forward without a lot of money. You can establish a VIP program, for example, or hand out gift-codes.
The attention span of an average consumer these days is about as long as the attention span of a canary. In the past few years, experts have been breaking their heads to develop advertising which can keep the customer interested for more than a few seconds. Words are simply not enough today; multimedia rules the advertising world. Furthermore, infographics carry a lot of information and have a great potential to spread out quickly. You just have to learn to combine good looks with good data, and the results will come.