The Importance of a Logo in Branding

Logos are a critical aspect of business marketing. As the company's major graphical representation, a logo represents a company's brand and reflects its identity. For this reason, a well-designed logo is an essential part of any company's overall marketing strategy.

Purpose

Corporate logos are the "FACE" of a company: They display company's unique identity through colors, fonts and images they provide essential information that allows customers to identify with the company's brand. Logos are also a shorthand way of referring to the company in advertising and marketing materials.

Design Principles

Good logos should be unique and comprehensible to target market. Although there are various choices for color, visual elements and typography, in general a logo should help convey some information about the company, or be designed in a way that gives some sense of meaning about the company or its industry.

Brand Identity

Logos are the vital component of a company's overall brand identity. The logo appears on stationery, websites, business cards and advertising. For that reason, a well-designed logo can contribute to business success and turn on potential customers. However, a logo should compliment well with other aspects of a company's visual presentation. No logo, however well designed, can look good when surrounded by contradictory graphical elements or inconsistent fonts. This is why a logo is the basic unit of a larger brand identity that includes company fonts, colors and document-design guidelines.

For eg GOOGLE, MCDONALDS, they have a particular identity that anyone can recognize by seeing their LOGO. The moment we see these logo in our daily life, we draw a specific image, experience, history in our mind. It is said that “bas naam hi kaafi hai”  but in corporate field "LOGO hi kaafi hai".

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OUT OF THE BOX THINKING

It means to look further and try out not to think obvious things but try to think beyond the USUAL. BOX means rigid and square, which symbolizes constraint and your imaginative thinking.

It is also known as lateral thinking by Edward De Bono.

inside the box thinking cannot recognize the quality of an idea. for them "an idea is an idea and a solution is a solution". it means accepting the status. we find difficult to recognize the quality of an idea. those who are inside the box thinkers they are short sighted. they don't invest time to turn a common solution into a great solution.

Main attributes to think out of the box.

    1. willingness to take new perspectives.
    2. openness to do things differently.
    3. focusing on the value of finding new idea and ACTING on it.
    4. Starving to creativity value in new case.
    5. listening to others.
    6. supporting and respecting others when they come up with an idea.

out of the box thinking requires openness to a new way of seeing the world and willingness to explore.

" most complex situations do have a solution, its only that we don't attempt to think".

According to edward de bono, one should be free from constrains, tradition and history in order to be creative. he has designed several techniques and these have been divided in three broad categories CAP.

Challenge : the one who does not accept the status code, challenge yourself that you can create better, you must challenge the perfect also.

Alternative: you have to be in a dynamic state of affairs and not static. "ab kya hoga?" shouldnt be there in out of the box thinking.

Provocative : keep Provoking yourself even if the idea is the bestest according to you, keep poking yourself to win from yourself.

HAPPY THINKING :)

courtesy : Suresh Gaur and YMCA students.

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One Cannot "NOT" Communicate

Hey, (normal communication starter)

The reason we started with hey is that it is the normal word that we address someone. It is not possible not to communicate. Even if communication is being avoided, that is a way to communicate. Even facial expressions and being silence can be analyzed as communication by a receiver. These nonverbal communication messages can have an effect.

All communication includes, apart from the plain meaning of words, more information – information on how the talker wants to be understood and how he himself sees his relation to the receiver of information. Content, in this context, is verbal. Relationship is how things are said verbally. Being able to interpret both of these aspects is essential in understanding something that a communicator said.

The relational aspect of interaction is meta communication. Meta communication is communication about communication.  Communication not only helps in sharing information but is a very integral process of growing from within. It decreases the fear, boosts up the confidence, helps in NETWORKING, increase the horizon of information. From the presentations to even winking is the part of communication and it is just impossible to live without it.

It is like the oxygen which everyone needs for its survival. When we meet and greet someone without saying anything, just giving a hug or shaking a hand, how tightly or lightly we do it represents how close that person is. Our facial expressions, body language represents our state of mind and what exactly we are feeling. Every gesture expresses a lot of UNSAID words. Eye-to-eye conversation with people can be a sign of healthy discussion.

Hence, every unsaid word and every expression has a meaning which leads to a form called Communication.

ONE cannot “NOT” communicate.

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PRICE RISE? NO PROBLEM...!!!

Pricing strategies are a sometimes-overlooked part of the marketing mix. They can have a large impact on profit, so should be given the same consideration as promotion and advertising strategies. A higher or lower price can dramatically change both gross margins and sales volume. This indirectly affects other expenses by reducing storage costs, for example, or creating opportunities for volume discounts with suppliers.

Some pricing strategies to consider are:-

Competitive pricing.

Use competitors' retail (or wholesale) prices as a benchmark for your own prices. Price slightly below, above or the same as your competitors, depending on your positioning strategies.

Cost plus mark-up.

This is the opposite of competitive pricing. Instead of looking at the market, look at your own cost structure. Decide the profit you want to make and add it to your costs to determine selling price.

Loss Leader.

A loss leader is an item you sell at or below cost in order to attract more customers, who will also buy high-profit items. This is a good short-term promotion technique if you have customers that purchase several items at one time.

Close out.

Keep this pricing technique in mind when you have excess inventor.

Membership or trade discounting.

This is one method of segmenting customers. Attract business from profitable customer segments by giving them special prices. This could be in the form of lower price on certain items, a blanket discount, or free product rewards.

Bundling and quantity discounts.

Other ways to reward people for larger purchases are through quantity discounts or bundling. Set the per-unit price lower when the customer purchases a quantity of five instead of one, for example. Alternately, charge less when the customer purchases a bundle or several related items at one time.

Versioning

Versioning is popular with services or technical products, where you sell the same general product in two or three configurations. A trial or very basic version may be offered at low or no cost, for example, with upgrades or more services available at a higher price.

Make smart use of these pricing strategies and your bottom line will soar!

By: Bobette Kyle