By JANET JAMESBOURG and KAREN BENTINSource Financial Post: A brand is a symbol that shows what it stands for.
A logo is a tool that is used to make that statement, says James Bourg.
In this article, Bourg talks about how we use logos to make the brands we love stand out from the rest.
“Our customers look at our products, they tell us about them, they buy from us, they want to use them and they’re very happy,” says Bourg, co-founder of branding consultancy Lettuce & Co. “But there’s a cost involved.
We have to think about it.”
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It can be tempting to look at a brand and assume it has a good name.
But Bourg says that’s not the case.
“When a brand is on the market, they’re all over the place,” he says.
Here’s a look at some of Bourg’s favourite logo ideas.”
When you’re building brands, you have to consider how that will look and feel to the public.”
Here’s a look at some of Bourg’s favourite logo ideas.
The best way for a company to be visible in your emailsWhat are the best ways for your brand to be seen?
There’s no easy answer to this question, but Bourg suggests looking at a company’s logo and branding style as a starting point.
“There are lots of ways to create an effective and relevant logo, but one of the most effective ways to get attention is to get your company to look like a brand,” he explains.
“It’s an easy thing to do, and the people you have the most power over will get it.”
If you’re creating a brand that looks like your own, you’ll need to do it well.
“If you can get it to look something like yours, people will be drawn to it,” says James.
“And if it’s a bit of a mess, you’re not going to get the same response as a brand like yours that looks good.”
Bourg suggests you look at how your company’s name has been used, including where you’re located and whether you’ve been branded in the past.
“If your name has appeared in a book, it’s not good, if you’re in a newspaper, it’ll be a bit worse.”
And if you’ve just been branded, you should be using it in your own marketing.
“What you should also look at is how your brand is seen by consumers,” he adds.
“If it’s been used by a major company, then it’s going to be used in their marketing.”
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“It depends on the situation, but in general, you need to make sure you have a good brand presence, not just a good logo,” he cautions.
“So, for example, if a company is brand new, they might not have a lot of awareness, so if you start with a good design, you can build a relationship with consumers,” Bourg explains.
How do you get people to buy your products?
Bourguet says that the best marketing tactic for your company is to create a relationship and make them feel that they’re part of something special.
“You have to be able to demonstrate that your product has value and is a good value to the customer,” he advises.
“That’s the most important thing you can do.”
The best ways to sell a product online?
You don’t need to create lots of buzz online to get customers, but you should use different tactics to reach different audiences.
“I think a lot marketers try to do that, but I think that’s a mistake,” says Richard.
“Because, if it does work, then you’ve created a really strong brand and people are going to like you.”
What’s a great place to start for a new business?
If you’ve already got a few ideas and you’re keen to start selling products, you might want to start small.
“The first thing that I would suggest is a blog, so people can see what you’re doing, and see if they like it,” explains Bourg about how to start a blog.
If your company has been around for a long time, you could start by writing a newsletter, or an e-book, and then eventually start publishing a book.
What’s your favourite way to reach your customers?
As Bourg points out, it depends on what kind of brand you’re working with.
“For example, the first