Creating your Logo and Tagline
Symbols carry much more power than is immediately evident. By itself, a symbol is often just a small marker, often abstract in nature and not obviously related to any specific genre. Yet, symbols are highly recognizable and incredibly powerful. As a marketer, your marketing strategy must include tools for making sure you are immediately recognizable to your clients and potential clients, and this is the function of your brand. Your logo and tagline represents your brand and your company, and is what makes your audience recognize you at a glance.
What is a logo and tagline?
A logo is just a symbol, emblem, sign or a badge assigned to your brand. It can be anything from pictures of your best products, or anything that makes the customer to remember your brand. It doesn’t even have to be specific—the Nike “swoosh” is a design that has nothing to do with shoes or anything else, yet everybody immediately recognizes it. The tagline often accompanies the logo, and usually consists of just a few words that reinforces your brand.
Why a logo
If you enter eBay and conduct a search by item name, you immediately learn of thousands of shops which sell that particular item. Think from the customer’s viewpoint. You will start browsing one by one, check out a few eBay stores and find them to be mostly identical and unremarkable. After you’ve seen the first few, you can’t distinguish one from the other. But at eBay, the hare which runs faster will win the race. To overcome competition and sustain your product in the market, it is essential to have a unique logo to set yourself apart from the pack.
A few tips to getting your own logo
Work out all the possible signs and symbols which are attractive and efficient in conveying your message. Spend quality time browsing through famous branded products and their websites. See how much importance they have given to their own logos and symbols.
Your logo must relate the importance and recognizability of your company and your brand, rather than being about a specific product—in a way, the logo transcends individual products to become a broader identity. Think more abstract and less direct. If you sell health care products, a logo that has a picture of medical supplies is rather unremarkable. But a stylized image of a mother and child embracing each other will be memorable—and will sell products.
Your logo is your identity – make it unique
The logo strategy is as old as marketing itself, and you can take a lesson from well-established brands to get a few ideas. However, your creation needs to stand alone and be unique—not just because you want to avoid confusion, but also to avoid any potential conflicts and legal liability. This is where an agency becomes very useful. The logo itself may be very simple, but the thought, strategy and research behind it can be very complex indeed.
Tips for advertising your logo and tagline
Use the logo in all your email, on all your web sites, and in your newsletters…use it everywhere you want to be seen. You have every right to propagate it in all your correspondence. You can make a small seal of your logo and make use of it whenever you are signing an important document. You can include your tagline on all your web sites, and customize your blog, twitter and Face book by adding the logo and tagline. Try and come up with something you can afford to give away…most organizations have branded goodies to give employees, clients and prospects. Having a bag, cap or a pen with your logo doesn’t just make for brand visibility…it is the foundation for brand loyalty.