A logo is the first step in the creation of your corporate identity and a critical piece of the branding mix. It is the central, identifiable visual element that assists customers in identifying a company's brand. It is the symbol that aids and promotes instant public recognition. It is the face your business presents to the world.
A Brand (or Branding) refers to the perceived image and subsequent psychological and emotional response that is associated with your company or product. It is the foundation of your entire marketing framework and one of your businesses most valuable assets. A well crafted brand authentically represents your business: It defines what your company stands for, what your convictions are and why you exist.
Identity, sometimes referred to as your Corporate Identity, is defined as the visual elements of the company that come together to support the brand as a whole and represent your company. Some of these visual components are: logo, message, business cards, letterhead & envelope, email signatures, marketing collateral, signage, packaging, website, social marketing, etc..
Brand consistency is pivotal in success of your brand. It is essential that every time your visual marketing messages appear, they are consistent in their appearance, message, feel, typography, color palette, etc. Consistency allows the consumer to build a memory structure around who you are and what value your product or service has to offer. It assists the brand as whole to become more recognizable and develops into the identity of your organization.
Find one compelling point that will differentiate you from everyone else: the reason people do business with you and not someone else. Be thoughtful about what will distinguish you. Determine the winning difference that sets you apart and makes you the only real choice.
A style guide is another way of sorting out the various elements that make up your collateral. It allows you to outline your theme elements, which includes your logo and any key graphics, your fronts, key phrases and brand-oriented words. It also allows you to develop a focus for your content as you create it. This lets you keep your audience in mind, which in turn allows your marketing collateral to be that much more effective with your target demographics.
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