Quick. You need to get in and out of the grocery store fast. Let’s say you need some Campbell’s tomato soup for a recipe. You’re on the soup aisle, and you instinctively, without even thinking about it, start scanning the rows of cans for– you guessed it, the color red.
Since you were a child, you’ve been taught to associate Campbell’s soup with the color Red. It might sound a little disconcerting, but brands can actually change your behavior. As the visual landscape, both in the physical and virtual world, gets more cluttered, how do you make your brand stand out?
A Simple, Memorable Logo
A logo is the backbone of your brand. It should be easily recognizable, memorable, and desirable. Hire a professional to tailor a logo that perfectly fits your company. Don’t have your nephew design it. Don’t use clipart in Microsoft Word. Don’t use an online service that advertises “Custom Logo’s for Only $5!”. If your logo is well designed, people will want to put a bumper sticker on their car or wear a shirt with it on it. Nothing beats free advertising!
Establish a Feeling
Once you have a logo, what kind of feeling to do want customers to associate with your brand? Maybe you’re a HVAC company that wants to convey that old fashioned sense of service and quality, or maybe you want to take a more tongue in cheek approach to your branding. What elements are going to support your logo? Maybe you only use black and white photos in your marketing. If your company sells outdoor recreational equipment, maybe all of your marketing features outdoorsy textures like dirt, sand, and rocks.