It is important to create a lasting image to attract clients
What makes something memorable?
How does something go from another generic product to emoting a positive feeling from a potential customer? The answer lies in establishing a professional brand. For many companies throughout Canada, having a good product is not enough. To really make an impression, it is important to link a company with the company's identity through logos and other forms of marketing.
Much has been written by industry experts when it comes to this subject and there is no shortage of ways to spread the word about what makes a company unique. At Inc. magazine, they suggest putting a focus on how a company's business card is designed and used in order to make an good impression on customers.
"Two factors you should balance regarding your business card strategy are a unique design and an engaging delivery," John Spiro writes in the magazine. "A snazzy card is no good if you hand it out left and right without an exchange of pleasantries and ideas, but a poor quality card can undermine even the best rapport or the most persuasive conversation."
While business cards are a good start, it is also important consider how to make a company stand out.
According to Startup Nation, the first thing a company needs to do is establish what it hopes to accomplish with it's brand strategy. It is important to think about the types of customer that are being targeted. What types of fields do they work in? Are they married or single? And most importantly how much money do they have to spend on products and services? It comes down to the all mighty Canadian dollar at the end of the day.
It is also important to highlight the differences between the company being promoted and it's competitors, according to the site. The look and presentation of promotional material will often be the first window into how a company stacks up against the field of other service providers.
Startup Nation also points out something called a "brand promise."
"Your brand promise is the emotional side of your purpose. If you were a tailor, your purpose would be to make and alter clothes and your promise would be to give people confidence when their clothing fits just right."
Much of the brand promise can come with the design of a logo. The question is what makes an effective logo design?
Julie Beckham, a freelance print and web designer, recently wrote that when creating a logo, it is important to make sure that is easily identifiable and is something that will stand the test of time.
"The key is to use bold, solid shapes that will retain their form when reduced or enlarged," Beckham writes on Hubpages. "Think about the logos from Pepsi, Target, Nike, Apple and Playboy just to name a few. The art is very bold, very simple - therefore very memorable."
A company's brand has a large impact on how successful they become. The more a company focuses on creating the right image for its desired clients, the more likely it is to make a profit. By establishing the right presence in a market, clients will often come to the companies that seek them if they are marketed correctly
