Campbell's® Soup
We hear the name then we conjure an image. We see a picture then we can taste the food. What does the word "Coke®" mean to you? How about the letters "GE"? When you see a picture of a peanut wearing a top hat and a monocle, what comes to mind? Each of these examples clearly identifies a company. In their own right, each name or image is a powerful brand not simply because of the longevity of the company it represents but because of that company's ability to keep its brand active. Conversely, it is that brand or image that has contributed to its company's longevity. Coca-cola® did not enjoy overnight success and in fact had many competitors in what once was a "medicinal drink" market. The product in its early stages was not entirely compelling. This drink's inventor even sold the formula to other manufacturers, somewhat diluting his own market share. It wasn't until aggressive marketing and naming that the product caught traction with the public. What we now know of the history of successful companies and brands is this: you must set yourself apart from your competition and you must consistently promote your image. A company name that constantly changes or a logo that morphs year after year is a sure-fire tactic to being forgotten. The US Department of Commerce, Minority Business Development Agency recommends:- Brand is true to company image
- Be consistent: use everywhere
- Distinguish from competitors
- Live up to marketing claims
Nothing in the design business can be more frustrating than creating. Sure,
this is the job for which graphic designers are paid but as with any other
job depends upon the skill of the employee. Looking at a blank sheet of
paper or staring into the white abyss of a computer screen can seem like
peering into a snowy well. Knowing how graphic designers feel, we can certainly
understand how a business owner may get anxious about trying to design a
company image on their own. This is where Robert Turner Graphic Design can
help.
Logos
Your company identity is largely a function of your corporate values, your employees, your management, and your name. It goes without saying that your company logo should jibe with your company's identity. Your logo in most cases will be the very first contact you make with potential customers. Think about your own experience when selecting a business or product. How did you choose a particular plumber, florist, or computer? A safe assumption would be that your attention went to an image or name that you instantly recognized (FTD®, Dell®, the running Mercury logo). If you think about it, your choices and the choices of most consumers is driven by available resources and an established trust. That trust is built through identity and consistency of that identity's use. Establishing a logo that represents your company's values and identity goes a long way toward creating trust with the public.Templates
Once you've established your company logo, you need to get it noticed. Outside of the obvious, marketing and public relations, where else could you keep your company's name every present? In written communications, of course. Creating templates for office documentation, presentations, letterheads, notepads, drawings, product labels, and the like is an essential element of brand recognition. E-mail messages between you and your clients, flyers distributed at a conference, and presentations before a committee are all medium on which your company's identity should be present and consistent. To ensure consistency, Robert Turner Graphic Design and create the templates your company needs so that each employee is appropriately branding your company's products and services. Utilizing templates as part of your corporate operating procedures, you can ensure that there is consistent use of your logo and philosophy. Spreading your company identity through use of the templates increases the your company's exposure to your clientele and the public.Colors
Color can make us happy. Color can invoke fond memories. Color can stir our emotions. Color at its very basic adds life to graphics, flyers, and presentations but color also has strong psychological effects. Black portrays power and authority. White signifies innocence or purity. Red is the color of love. What do your colors say about your company? Chances are, you haven't given this subject a moment of pause. That's because peripherally, we all take the psychological significance of colors for granted. We do. It's not until we deploy these colors that they start having their effect. By the time you've figured out that your company's colors are all wrong, it may be too late. A graphic artist can help you choose colors that, along with your logo design, should reflect your company's values. You colors should help portray competence and ability instead of betray them. Ask Robert Turner Graphic Design how we can help create graphic designs that reflect your company's values.