| Brand Components | | | | brand image and solidify it in the consumers mind. |
| Nike, Apple, Coke. Each company is instantly | | | | Slogan |
| recognizable, all because of one thing: their brand. | | | | Not all companies opt to include a slogan as part of |
| These large companies, and others like them, have | | | | their branding efforts, but many do and it can have a |
| spent uncountable dollars to make this happen. But | | | | very positive impact on creating a brand. A good |
| powerful brand recognition isn't something reserved | | | | slogan helps to solidify the message that the brand is |
| for mega-corporations, and in many ways is more | | | | pushing. While the name and logo paint a |
| important for the small business looking to make its | | | | subconscious picture of what a company is doing, a |
| mark. A company like Coke can expect a certain | | | | slogan puts it right out in the open for all to see. |
| amount of sales based on the fact that it is Coke | | | | Slogans can be so powerful, in fact, that at times |
| and in many ways is the de facto choice. Small | | | | they can replace the name/logo as the most |
| companies on the other hand do not have this luxury. | | | | recognizable feature in a company's brand. Brand |
| | | | Promises |
| - Brand Name | | | | Brand promises are by far the most ephemeral of |
| - Logo Design | | | | the parts of a brand, but can be some of the most |
| - Slogan | | | | powerful tools in the brand toolbox. Many brands |
| - Brand Promises | | | | have lost market share and fallen by the wayside |
| Each of these elements (and many others) help | | | | simply because they couldn't deliver on the brand |
| contribute to the consumer perception that makes | | | | promise they made. Brand promises are almost |
| up a brand. In future articles I will go through each | | | | always left unsaid, though at times they may be part |
| element in depth and give some concrete advice on | | | | of the slogan, but the promise is always there in the |
| how to use each one to enhance a companies brand. | | | | back of the consumers mind. And when a company |
| But for now I am just going to oultine each one and | | | | delivers on their promises a customer remembers, |
| take a brief look at how the contribute to a | | | | and is likely to come back for more |
| companies brand. Brand Name | | | | So what does this mean for the small business |
| This can be either the name of a company or a | | | | owner? While small businesses do not have the same |
| product line. Companies spend alot of time and | | | | resources that a larger corporation does to hone and |
| money figuring out the perfect name for a new | | | | perfect a brand through countless trials and focus |
| product line. I myself have spent countless hours in | | | | groups, they do have the abitlity to find a brand |
| front of the computer searching through the | | | | identity and shape it through their own efforts. In |
| dictionary, the thesaurus and google trying to find the | | | | many ways their brand can be stronger because of a |
| perfect name for a new project I am working on. A | | | | tighter focus and the ability to control its |
| good name can set your company apart and help | | | | development more completely. With good research, |
| shape your company's image in the consumers mind. | | | | some smart spending, and mostly a lot of time and |
| Logo Design | | | | hard work, the small business owner can develop |
| Many time a company's logo design goes hand in | | | | powerful and focused brand identity that can help |
| hand with their brand name. Most copanies include | | | | their business grow. Save & Promote This Article |
| their brand name in the logo, this helps to keep the | | | | If you enjoyed this article, show your support. I |
| brand focused and in site at all times. From typeface | | | | appreciate it! |
| to colour each part of the logo helps to focus the | | | | |