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This week, we’ve been talking about the branding process, and how important it is to develop a well-thought out company name and brand identity. Today, we’ll talk about expressing your brand identity through a logo, tagline, and other visual identifiers.

If yours is a small business, you may be tempted to create a logo yourself, using a DIY graphics program. Try and resist the temptation. Like web design, logo creation is best left to a graphic artist. You don’t have to pay an arm and a leg for a professional logo. Find a freelance site (Elance is one such site), and it won’t cost you much. You should be able to get a few logos from which to choose, and then receive your finalized logo in a variety of sizes and file formats.

During the logo design process, you’ll need to decide on a color palette. These colors will be carried through various aspects of your business, from business cards to your Internet advertising to your website. Choose colors that reinforce the brand image you’ve already identified. In the Hawaiian coffee example we’ve been using, brown could express the concept of coffee, green could express that our company is committed to a small carbon footprint, or bright colors could express Hawaii’s tropical nature.

The images you choose should also reflect your brand identity. If you want to communicate that yours concentrates on the lighter side of coffee, maybe your logo should incorporate a coffee bean or a cup of coffee with a Hawaiian lei draped around it.

Your tagline or slogan doesn’t have to be a part of your logo, but you’ll need one for your website and for your advertising and marketing efforts. Again, make sure that it relates to your differentiating factors and that it reflects your product. It can be a statement of value proposition to the customer, a play on words, or an expression of expertise.

The other visual identifier that you need to decide upon is typography. These are fonts that you’ll use in everything from your invoices to your website. Again, you may want to get the advice of a graphic artist, since you’ll need fonts that will complement your logo. After selecting the font or fonts you’re going to incorporate as part of your brand identity, everyone in the company must be disciplined about using them. Doing so will reinforce your brand image in the eyes of your customers and potential customers, and present a professional and unified face to the public.

Check back tomorrow, when we’ll talk about another aspect of branding.

This post was written by

Chris Robertson – who has written posts on Website Promotion Strategy.
I have been doing SEO for 15yrs now! Chris Robertson

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