PR TIMES AFRICA PR TIMES AFRICA Magazine june 2015 | Page 18

WHAT ROLE DOES
YOUR LOGO PLAY IN YOUR
BRANDING STRATEGY?
W
hen I speak about
branding it's not
uncommon for people to
mistake their logo as their
"branding". Your logo is only one
piece of your branding strategy.
Your logo is a symbol that can
provide consumers with instant and
powerful brand recognition of your
business and the services or
products that you offer.
Before beginning the process of
logo creation be sure that you have
developed your brand strategy.
Why? Your logo is like a small ad
for your company, without the
strategy behind it a logo can put
across the wrong message and in
return weaken your strategy. You
want to keep your brand message
consistent to help increase
consumer recognition.
How do you know when you are
ready to move to the process of
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having your logo created?
· The mission of your logo is to
portray the values and goals of
your company. Make sure that
these are clearly established
before venturing out to find a
logo designer.
· Be clear about the message you
want your brand to convey so
that your logo can clearly reflect
that message. You must have a
strong association between
your brand and your logo.
Remember it is only one piece
of your branding strategy.
· Your logo should reflect
professionalism and growth no
matter how small your company
is.
· If you are designing your logo
in-house to save money be sure
to market-test your efforts.
VOL 1. JULY 2015
1ST EDITION
· Make sure that the logo you
select is not dated but can be
used effectively year after year.
Keep in mind it is how
consumers will recognize your
company.
The conclusion of the role your
logo plays in your branding
strategy can be summed up in the
following statement. Confident
branding and a strong branding
strategy uses design to
communicate a message that
attracts the target audience that you
want to attract - a message that
creates confidence in your brand
while differentiating between you
and your competitors. Does your
logo fulfill this mission? If your
answer is no it may be time to
consider strengthening your brand
strategy and looking at a new logo
to re-position your company.
PR TIMES AFRICA