Legendary Branding, Logos and Taglines
Three Rules for Business Branding that Will Drive Sales
Business branding most likely evolved from cattle ranchers who have for decades branded their animals. Typically, branding irons were letters or initials woven in a clever fashion that would clearly differentiate one’s cattle from their neighbors. With this understanding or where branding originated, your brand then is:
Your “signature” that distinguishes you from your competitors.
Rule #1: The Foundation of Your Brand is Your Business Name and Logo
Your business brand is primarily your business name which includes your logo, font, and color scheme which invokes thoughts and feelings that the public has about your company, products or services. Your logo is typically the first thing the public associates with your business.
Steve Jobs reportedly paid $100,000 for the NEXT logo, while Pepsi paid $1 million for rebranding their logo in 2008. BP is reported to have paid $211 million for its rebranding in 2011. Apparently large corporations feel that spending large sums of money on a brand logo is a valuable investment. It’s critically important as a business owner for you to spend time, money and energy hiring the right marketing agency to create an excellent brand logo.
Rebranding is a Good Thing
Oftentimes rebranding your business is an important aspect of modernizing and updating your business. Rebranding tells your clients that you are listening to their wants and needs and that as a business, you are keeping up with the times. It can also give your business a boost in the eyes of the public as it gives the public something to talk about: “Say did you see the new logo for…?” Rebranding forces a business owner or corporation to reevaluate their core values and message.
Rule #2: Your Logo Should Be Simple Yet Profound
There are distinct rules for branding that the best businesses follow, however they are rarely spelled out clearly. Many large corporations keep their brand logos relatively simple. If you google “famous logos,” and spend some time studying these logos, you will notice some similarities:
Every business uses a specific font that is typically unique to their business.
Every business uses specific colors: usually one to three colors, sometimes more.
Some businesses don’t have a primary logo, they simply use their name as their logo, as in google.
Other businesses use their name and a logo, but their logo has become so famous they only need to use it to define who they are. For example: the golden yellow arches at McDonalds, or the Nike swoosh.
Here are a few more examples of fonts, colors and logos:
Coke: Two colors. Red with white letters with a cursive font, with the Coke “twist.”
Facebook: Two colors. Their logo is a white "f" inside a blue box or the word “facebook” in blue.
Starbucks: Two colors. Green and white. The logo is a two-tailed mermaid or siren.
This short list reveals that good branding can be simple (two colors), yet profound at the same time. A good marketing company understands the rules of branding and will encourage you to incorporate them into your marketing.
Play on Words or Letters
The best logos have a play on words or letters. Here are some examples:
Amazon: Two colors. Black and orange. The logo is an arrow pointing from A to Z suggesting that they carry everything from A to Z and doubles as a smile. Excellent logo.
FedEx: When you look carefully at the FedEx logo there is a white space in the form of an arrow between the E and the x. Cleverly designed.
Rule #3: Your Tagline is Part of Your Brand
Although a tagline is typically not included in in the logo, it should be included on your website, business card and all your marketing materials. Your tagline is your slogan which tells your customers what you are going to do for them. A well-crafted tagline typically has two to seven words.
Walmart’s most recent tagline is “Save Money. Live Better.” They tell you up front what will happen if you shop with them. Four simple powerful words.
Verizon had a simple yet profound tagline in 2002 that nobody can forget. “Can you hear me now?” The point was obvious. Switch to Verizon and you won’t have dead zones that their competition typically had. Five profound words that drove the growth of Verizon far ahead of it’s competition.
Hallmark’s tagline was so ingenious it’s been around since 1934. “When you care enough to send the very best.” Nine words that almost 100 years later most people could quote verbatim.
A cleverly crafted logo and tagline can catch on and make your business famous. Big businesses realize this, which is why they are willing to spend large sums of money on branding and rebranding. Spend time, energy and money crafting a great logo and tagline and you will set your business apart from your competition and far ahead of the game.
What is the Purpose of Branding?
Other than differentiating you from your competition, consistent branding leads to a strong brand equity. This means your company has added value which enables you to charge more for your product or services than a similar, unbranded company can command.
One of the most obvious examples of this is Coke vs. a generic soda. Because Coca-Cola has built a powerful brand equity, it can charge more for its product--and customers will pay that higher price because they know what to expect from Coca-Cola products.
In order for a business to be distinguished from your competition and rise to the top of your industry, you need to have an excellent business name, logo, brand, tagline, and product combined with exceptional customer service. As a business owner, you also need to create a working atmosphere and reputation that your company "the place" to work. When you mix all of these qualities together, you create a company that will outperfrom your competition and in time, become legendary.