A company has identifying markers.  It is a way to begin establishing a brand for your product or service.  One of those markers is the company logo.

Let’s see how many logos you are familiar with:

1.  The white swoosh on the side of a shoe?
2.  The segment of white ribbon twisted on a red background on a can?
3.  The joined yellow arches on a restaurant sign?
4.  The earth spinning on a tilted axis with words revolving around it going counter-clockwise?

You are probably familiar with all of these descriptions of logos for companies.  A logo is just as important as the mission statement behind the company.  In establishing a product as quality, a logo identifies that product even when nothing else is seen.

It’s like when you take a driving exam.  Part of the exam consists of sign recognition.  There are no words on the signs, only the color and shape.  From that, you must come up with the words.  The longer you are bombarded with these images, the more recognizable they become on many levels.

Designing a company logo is a serious job.  It may take a while to get the exact image to fit your company’s motto.  Work with a professional to design the look of your company.

The logo speaks to your tagline, your marketing audience, your work ethic, and your company name.  You wouldn’t have a dolphin as the logo design for an outfit that sells climbing gear.  No one would ever put the two together.  It can be a simple design that encompasses all of the things above.

A complicated design can be hard to duplicate properly.  Too many fine lines and subtle color changes that disappear when the image is shrunk down may be unrecognizable on cellophane wrapping or a cardboard box.  The product packaging comes into play also.

The logo will grace your letterhead along with the company name.  A logo is often the first thing that a person sees before they even read the name of your company.  On promotional merchandise, people notice the logo and how it matches with the company name.

As your company grows and you gain sponsorship or partner with other enterprises, you’ll use the logo in print ads and commercials to signify your company principles.  A little field mouse doesn’t project strength any more than the image of an elephant exhibits grace and delicacy.  The logo speaks with and without your tag line present.

Oh, about those four questions.  Here are the answers:  Nike, Coca-cola, McDonald’s, and Universal Studios respectively.  But, you already knew that.  That is the importance and power of a company logo.

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In today’s society, we associate different products with tag lines and commercials.  This is all a part of brand recognition.  Just to hear the name of a brand brings to mind the type of quality and the type of advertising associated with it.  Brand recognition is a desired achievement for anyone in business.

You might not be Nike or Pepsi, but who’s to say that one day your product won’t instill the same loyalty?  Brand recognition is not just a tangible quality but also an intangible feeling.  We can touch a product, use it, and determine if we like it.  The intangible feeling is how a brand is perceived by the public.

A business that markets a product knows their product.  How does it feel, taste, sound?  What makes it stand out from the rest?  There are plenty of sodas on the market but Pepsi and Coca-cola are the names that people can quote you off the top of their heads.  It could be the flavor or the design of the logo.

You can achieve brand recognition with your product.  Let the customers associate positive words with your product and increase your sales.  Here’s how:

1.  Determine what sets your product apart from others. It could be that you are a small business with home-made products.  The home-made stitching or lettering spells quality and that is what you want people to know.  Maybe prompt customer service is your brand or timely delivery.

2.  Poll your customers. The best way to find out anything is to ask.  What do they think of your product?  Online surveys and quality assurance measures create information that you can use to tweak your product or service, until it reaches the level that satisfies customers completely.  You can use focus groups or telephone calls to determine how well or not well you product is doing.

3.  Make your unique brand a reality. Use the information from various sources to give life to your brand.  If you offer home-made dolls or cloth napkins, or a dating service, advertise using your special quality.  It can help with developing a daring new logo or a tag line.  Demonstrate to each customer your brand in action every time they come to your website.

4.  Use other media to promote your brand. Advertise on websites; make short videos, newspapers, and the like to bring attention to your brand.  Customers can choose your product over a similar one because you have free shipping or an excellent return and exchange policy.

A brand helps a business to survive in the tough market where there are plenty of products to choose from.  Yours will stand above the others with a brand that adequately represents your company and is demonstrated to each customer.

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