Branding The Easier Way



October 08 2012 l ndbs   By: Ndzavi Derrick Hlungwani 


If you go to google and type ‘company logos’ it will give you 774, 000 000 results in 0.39 seconds.  And if you were to take time and go through those logos you will find that over 30 logos are similar to yours but the services that you render with those companies vastly differ with what your company does. 

How all these companies have the same branding is intriguing.  I was fascinated by Microsoft in their new look, they just realigned the logo of 25 years but maintained the same feel and colours. 

That brings continuity in the minds of customers that in the next five years when looking at the same logo one might think the logo has not changed in the past 30 years.  When branding your company just have the following in mind:


Do not cut and paste

Branding a company starts from the concept you have, out of the concept there comes the images and pictures that are related to the concept, in the process colours come into place.  It is easy to log in online and look for 774 000 000 logos to choose the best from but bear in mind that every logo represents the aspiration and the vision of the founder. 

You end up with a cut and paste logo that will have no meaning in what you offer the market.  Let your logo be original from your concept, it may look like the other but let that other look alike be not what you saw before and desired.

Have three options to choose from

Ask the designers to make three samples that you can choose from.  The mistake most entrepreneurs make is to tell a designer: “ Design a logo for me, anyone you see fit is fine”.  There you have given a designer a blank cheque because he will just go online or on the archives and check which logo to give you without sweat. 

Spend an hour or more with the designer and deliberate on the kind of logo you want without necessarily going through the samples.  You are not looking for wedding attire but the corporate Identity of your company, take time to think and come out with what you believe in. 

Note that a logo does not to be a picture or image.  A logo can be in a form of Words with well placed fonts that can be catchy.

Let there be continuity

If you decide to revamp your business and bring new life to your logo, you may change the shape but maintain the colours for recognition by your clients.  Do not let your company become alien in the industry that it was a player for so many years. 

You must remember always that your clients over years become part of your identity emotionally and any drastic change in image can cause them to resent your product. 

Make a grand entrance

Before changing the logo you can prepare them physiologically by mentioning in your website or bulletin that you will be changing the image of the company.  You can also introduce new products that will bear the new image at the launch. 

Keep clients expecting and give them a launch date, if possible or budget allows you can invite your key clients and make special announcement before they see the changed products on the shelf. 

Go out there and make a mark than being a copy!




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