|Corporate Identity and Brand Awareness|
What this essentially describes is the image portrayed by the company, it’s persona amongst customers and general consumers, and an ideal of the company’s ethics and practices. This is manifested in a variety of formats, from visual marketing, logos and advertising, to customer service policies and store/premises layout. The primary part of creating your identity will rest with creating the perfect logo.
For small businesses, establishing a brand identity can be a key part of their local marketing strategy, pushing for constant awareness in the local market and conveying your preferred image to the local community. Often this simply amounts to good use of a logo or trademark throughout advertising, vehicles, paperwork and other promotional items. This logo will symbolise your company to customers past, present and future, so it is crucial to make sure you get it right.
In the first place, a recognizable logo will keep your firm visible. If for example you use a distinctive logo on adverts in local or national press, and continue to use that theme on company transport and packaging, your customers will be reminded of you regularly and there is some reassurance in seeing that logo catering to other customers as well as themselves. This in addition will complement your marketing budget, keeping your brand high profile.
This sense of awareness and understanding also follows through to staff, who will likely gain a sense of belonging and consistency when immersed in an environment of corporate branding.
A good design team will help you to prepare this visual identity, so see these pages for some ideas. They will explain that certain images and/or colours can have different connotations, and well established corporate identities are very useful tools in conveying your sales ethos. In simple terms, loud, bright and bold images can convey something very different to an understated and elegant trademark, and might shout volume and value, while the subdued advert will more likely convey quality and cost. This means that you need to consider carefully the message you want to get across, as well as looking at how your competition presents themselves.
Good logos are usually simple, easy to identify, and not difficult to read. Some of the most successful have relied on a simple initial or colour, and are found the world over. Their colouring and theme has entered into western culture as symbols of wealth, happiness and prosperity and have made their company’s household names. Once established, they can be very hard to change without losing years of cost and effort, so make sure you work carefully with your designer to achieve the results that you want.
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