Visual Branding Keys
To Make Your Business Memorable
Have you ever asked
yourself why a competitor's business gets more attention than yours?
The answer just may have to do with the elements that go into how
memorable the business is. And that has to do with branding.
But exactly what is
branding, anyway? Think of branding as predefining what a company is
all about in the minds of its clients. Good branding differentiates
your products and services in a positive way that really sticks in
the minds of potential customers.
Let's say you are getting
ready to run errands on a busy Saturday morning, thinking about the
groceries that need to be bought, the dry cleaning that needs to be
picked up, and the packages that must get to the post office before
noon. The trip to the post office reminds you that your favorite
aunt's birthday is next Wednesday. You need to add buying and
mailing a birthday card to your list of things to do. Without a
moment's hesitation, you know exactly where you will buy the card:
the local Hallmark store. Why did you think Hallmark? The answer to
that question has everything to do with Hallmark's branding and two
key elements of that branding are: An attractive, easy to read,
and memorable logo; and a great tag line. Assuming your own
product is fabulous, it all comes down to image. Graphic design can
play a huge part in that image. But what are some key things to
A great logo is key:
You have given a great deal of attention to your company name and
believe it speaks to who you are and what you do. Great! Now you
need to wrap a graphic image around that name to carve out a prime
piece of real estate in your target customer's mind. That is exactly
what a great logo can do.
Keep in mind that a
Has a strong,
balanced image with no little extras that clutter its look
Is distinctive and
bold in design, making it easy to see at a glance
Has graphic imagery
that looks appropriate for your business
Works well with your
Is done in an easy to
Looks good in black
and white, as well as in color
crown logo is one of the reasons that Hallmark comes to mind so
quickly when you need to buy a greeting card. It is simple, bold,
looks good in either color or black and white, and bespeaks the
quality required for something to be stamped with a hallmark, so it
works well with the company name. While the image might not have
communicated the nature of the business when it was first created,
it certainly does now!
A distinctive tag line
is key: A tag
line is a 3 to 7 word phrase that accompanies your logo. It
expresses your company's most important benefits and/or what you
want your customers to remember about working with you. Think of it
as the words you want to linger in your target customer's mind about
you and what you have to offer.
Great tag lines appear to
be effortlessly created because they just seem to flow. In fact,
creating and refining one takes time, just like designing a great
logo. The benefits of taking the time to craft a great tag line lie
with the tag line's stickiness. Great tag lines stick in your
The Hallmark tag line,
"When you care enough to send the very best," appeals to the human
desire to be viewed as having good taste and an appreciation for
luxury. If greeting cards are a commodity, then Hallmark has found a
way to differentiate itself as the choice for quality.
The Hallmark company was
founded by J. C. Hall, so the name Hallmark was a natural. It was
also brilliant from a marketing standpoint. Hallmarks have been used
for centuries as a stamp to denote quality, purity, and genuineness.
Could there be a better way to attach the image of quality to a
product? The tag line capitalizes on that image well with words that
stick in the mind and exemplify good taste.
Creating a great logo and
distinctive tag line are critical in creating a brand that provides
the perfect image for your company and great ones just might be
memorable enough to give your company the beach front property in
the minds of your customers that leaves them thinking only of you.
Read other articles and learn more
about Karen Saunders.
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