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03 Sep

Brand Identity

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Creating a brand perception requires intrusion

You are trying to position yourself with people who don't want to change their purchasing decisions. Your brand must be powerful enough to force them out of their routines.

It all starts with a name. With enough frequency of the message, any name can become memorable. That could be a name that explains, like Jiffy Lubeor Toys"R"Us. Maybe it's a made-up word or obscure reference,but one with the power to create a lasting emotional connection (think Starbucks again). Obscure brand names are unique from their competition and often become among the most memorable. It could also be a family name, which implies the person behind the brand name has a credibility to be in this business, a pride of workmanship and a moral standard.

Your logo is just as important as your name. The logo is the first visceral connection the consumer makes with the brand. It triggers the brand perception. The first measure of a logo is that it answers questions: Who are you? What do you do? What's in it for me?

There are other practical considerations in logo design:

  • It must reproduce well in various sizes and media.
  • It should reflect the sensibilities of the target audience.
  • Its intention and message should be perfectly clear.
  • It should be easily and uniquely recognizable.

At its best, a logo should convey an emotional connection as well as personality. The cleverness in a conceptual logo should get a reaction--an "aha!" --while conveying what you do and capturing the personality of your business

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