Creating your market identity
Once you’ve set your marketing strategy, the next step is to translate that strategy into an effective, consistent identity to use in your promotions.
Tips for Designing a Powerful Logo
Don’t try to design it yourself, unless you also happen to be a professional graphic designer. Your logo will be used on all of your marketing materials, including letterhead, business cards, signs, and ads. Just as you hire a lawyer to represent you in court and an accountant for taxes, hire a professional to create your logo.
Get recommendations for graphic designers from friends and business associates, especially those whose business cards and logos you find most appealing.
Work with the designer to translate your logo for such diverse promotional items as yard signs, posters, classified and display ads, website, stationery, business cards, and brochures.
Make sure your logo works well in both colour and black-and-white. Make photocopies and send test faxes and e-mails to see how your logo reproduces in any format.
Logos should stand the test of time. Avoid basing your logo on a current trend. Trends quickly come and go, and you don’t want your logo to look outdated.
Appeal to your target audience. For example, if your target market is luxury homes, make sure your logo is elegant and upscale.
Be unique. If you are based in Texas, USA, don’t use a star in your logo. Hundreds of other Texas-based companies have already done so, and your logo will not be memorable.
Keep it simple. A complex logo that looks good in print might not look the same on a web page. Keep your design clean and simple so that it can be adapted to work for all of your marketing materials.
Ask your designer to create guidelines for your sales associates on how to use your company logo and name in their promotional materials.
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Appeal to your target audience.
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