Enough has been said and written about how your logo is your brand identity. Acknowledged, noted, and filed. Now let’s move on. So you have gotten yourself a brand new shiny logo design from LogoSnap, or elsewhere, and wonder what’s next. The traditional method of having it etched on your office door, monogrammed mugs, and printed stationery, like business cards and letterheads, have been done to death. It’s time to remove your traditional hat, and talk digital.
Realize that today, businesses operate in a combination of online and offline market, with customers mostly searching and making purchase decisions online. It’s only logical that you target your customers online too. The marketing adage of using branding as a strategy still holds true even if you take your logo online, but the tactics are a bit different. See how the following ways apply to your business.
1. Brand Story
We all know how small businesses struggle to develop a niche for themselves in the corporate world. Everyone wants to be unique, and you just may be, but no one will know of your existence if you don’t tell people about it. One way of doing this is to write a brand story – how it all began, who was involved, who opted out, how you managed etc. A good story always attracts readers, and if it has a visual to accompany it, like a company logo, it becomes more lifelike and realistic (example: Lego brand story). Use your logo to make your business come to life in their minds, and make it stick there for as long as possible. The motive: get them to talk about your business.
2. Blog
What better way to publish your story (without the hindrance of printers, publishers, editors and other gatekeepers) than to publish it on your own blog? A blog is web log where you engage your visitors through discussion or related information. Having your logo there trademarks your website, information, and identity, and gives credibility to your discussion. Go ahead and flaunt your new logo, make it official for all those who are reading your story (or discussion), and encourage them to share it with their friends and colleagues.
3. Profile ID
Wherever you go in the digital world, you need a profile ID or an avatar. Capitalize on the opportunity to use your logo to create one. Upload it as your profile picture in order to gain more recognition wherever you interact with people, especially on networks. Use it in commenting on other websites or blogs; use it to create official accounts online; and use it as your social media identity. The aim is to get as much exposure for your business to the online world as possible.
4. Social Media
If there is anything you need to know about social media, it’s that it’s where you shout out to the world, and it is one of the most important marketing tools today. From Facebook to LinkedIn, Twitter, Pinterest, Google+, Tumblr, YouTube, Flickr, Foursquare, etc., they all have the capacity to boost or crash your business. It’s true for both mega corporations like McDonald’s and Coke, and small businesses, like the shop around the corner. The most common way to get on the media bandwagon is to create a page, a profile, or a dashboard, where you interact with your customers and visitors on a regular basis. Give them a reason to trust you by using your logo as your profile picture on a Facebook page, Twitter account, Pinterest board etc.
5. Favicon
Like a profile ID, a favicon is a small icon that can be used as your website (URL) identity. It’s small, compact and serves the purpose of reminding your visitor of your website when they bookmark it, or refer it to someone else. You can choose to leave it blank, or use a favicon of your logo to help visitors to identify your website by. Some web owners like to have the initial of their company while others prefer to have the full logo. We think the full logo is more effective, provided it is the type that can be compacted in that tiny space.
6. 3D Logo and Animation
Another way of making your logo stand out is to create a 3D version of it. Some companies even go out of their way to animate the logo. The purpose? To revamp, to get attention, and to reintroduce their brand. And why not, when recreating means getting more visitors to convert them into customers. It’s usually used in video brand stories or corporate videos to introduce the company. If it comes at a small cost, then there is no harm in turning your logo design into a 3D or animated one.
7. Video
This is an extension of the above. Use your 3D logo to animate and introduce your products and services. One must acknowledge the hard fact that customers usually do not like to read; they like to “see” what you have to offer them. Watch this video to get to know the scope of getting your product on video.
While your product may be the same as your competitors, you can differentiate it with an attractive offer, an interesting video, and to ensure that they don’t forget you, use your company logo. It helps in registering your product in their memory. So make sure your logo and video stand out.
8. Infographics
The key to sustaining your presence online is to keep your visitors engaged on your website. There are obviously some very good options, one of which is creating an infographic of your industry. For an infographic, research thoroughly, give concrete evidences with numbers, processes, and statistics, and ensure that it is an authentic piece of graphical information created by your company. It is only then would you be able to place your logo on it as a stamp of your intellectual property. Use it to share, float it virally, and encourage others to do the same. The key to a good infographic is to make it relevant and useful to all those who view it.
9. Mobile Application
If it has never occurred to you before, then now is a good time to consider. With 2.1 billion mobile web users today, it is not surprising to find people going on their smartphones and tablets, to download applications, and get down to business of buying or selling (or do whatever that they like to do online). Think about it; you used to have an App Store, now a Marketplace, Windows Store, and more are in the pipeline. Consider Adobe, TripAdvisor, Amazon, Entrepreneur Magazine and Fedex etc. applications on your phone. Investing in a business app with your logo and product means your business is conveniently accessible to buyers at a mere swipe.
10. Marketing Material
Last but not least, ever wonder why companies establish their presence online? Because it’s a fast, easy to access and understand medium to communicate and market to targeted customers. Prints and other marketing materials too have gone digital to facilitate this same online world. From brochures to banners, business cards, newsletters, white papers, and books have turned electronic or “e” to endorse the age of e-marketing. Why should your business lag in this regard – turn all your marketing materials with your company logo into digital form today, and capitalize on this medium.
Of course the above list is not exhaustive; you can come up with your own idea and how to put your identity to effective use. If you have more ideas, do share!
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