BRANDING TACTICS
Your business or association is like an iceberg. People, like your customers, prospects, and supporters interact with, and see, the stuff above the waterline. Your business name, your logo, your marketing materials, and the reality of your product or service.
Once you’ve developed your branding strategy, it’s time to look at the tactical aspects of branding.
Naming a Business
According to marketing guru and author, Jeffrey Fox, “Naming your business or product is one of the most important marketing activities you’ll ever engage in.”
There are essentially four types of names:
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Explanatory
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Concocted
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Suggestive
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Experiential
Designing the Ideal Logo
Let me make this clear right up front…just so there’s no confusion: A logo is not a brand. But a logo quite often represents the brand. One of the 20th century’s most influential designers, Milton Glaser, said, “The logo is the entry point to the brand.”
That statement perfectly defines the position your organization’s logo should have and the part it plays in your visual portfolio.
Other Brand Tactics Resources
DIY is great, but if you'd rather spend time working IN your business rather than ON your business, we can help!
Contact BrandXcellence today and we'll help you with a free brand assessment and get you on the right brand path so you can experience better marketing results.