Thursday, March 29, 2012

Rules To Be Followed While Designing A Logo


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Logo Designing is one of the essential elements for any company. The logo is the brand image of the company and it's necessary that the best designers are roped in for it. There are a number of popular logos that instantly strike with us. The popular sport brands like Nike are some examples.
Before getting into logo designing services there are basically a set of steps to be followed. Usually beginner designers ask clients for sample design and then they rework it. Even though this would be fine for businesses which just want a logo for the sake of it, this is not advisable.
Initially the designers must come up with a few sketches for the design with their creativity and artistic skills. You cannot expect to deliver in the first sketch as you have to keep trying till you at least get a glimmer of hope from your sketch. This is the starting point of the business logo designing and you must be ready to spend as much time as possible in this.
From the sketch you need to go to the next step and work on the balance factor. A logo with balanced colors, size and weight is what would instantly connect with people. Size is one of the most important factors as you need to ensure that you have an effective logo which fits the bill for all sizes. Be it a small logo in a letterhead or a high resolution logo for a banner or a large poster. The quality of the logo and visual appearance should never be compromised.
Color combination can literally boost the appearance of your logo or spoil it completely. Choosing colors is a sensitive area that needs to be handled with a lot of care. Avoid using bright colors that are hard on the eyes.Choose pleasing and appealing colors that go along with other colors used in the logo. Also ensure that the logo looks pleasing in black and white.
It's not necessary that always a logo should be having 3D effects with cool colors. This depends on the business you make the logo for. For instance you cannot have the same style of Flickr logo for a corporate business logo. You need to research about the business industry and have a look at the competitors' logo to get a better idea. The font text or tagline you have along with the logo is something very critical, you need to try a variety of designs, font styles for it and choose one which gets along with the logo design.
The next step is to enhance the logo. Go ahead and don't hesitate to try some funky designs but make sure it's on the lines of the brand. Talk with the client and make necessary updates and keep trying new things until you come up with at least half a dozen samples. Also keep one important thing in mind that the logo is needed in order to market to the customers not to designers. So even if you come up with a technically sound and creative design which connects to the designing fraternity, It wouldn't tickle a feather in the potential customers of the business. So keep it simple as simplicity sells always.
Play with the final effects and add your creative touch to complete it. Look at other logos in the business niche and get inspired. Make sure your simple logo is an inspiration for the future. Follow these steps and rules to create logo designs for any kind of business.

Tips On Creating The Best Business Names


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Have you ever wondered how the best business names were created? Following are some insights that will enlighten your minds on this one. Take time to read them as they may be helpful in your quest to give your own venture a name with which your target market can connect with.
Be Unique
Having a unique name actually creates a recall factor in the minds of potential customers. It is by which they will remember your brand when thinking of a particular product or service. Additionally, it is something that you will be uniquely associated and identified with permanently. And so, make it easy to read and spell. A unique label must not give people difficulty to look it up in the directories or in the web. Rather, it must provide people with the ease to do just that.
Add Visual Element
So far, the best business names worldwide have well-utilized the concept that adheres to the ability of humans to create an image in their minds as they hear a word or a title. Incorporate this in your label creation and you will be surprised of how a great marketing tool it is.
Give Hints
Ensure that with one look at your brand name, people will immediately recognize the product or service that it stands for. Customers need not spend a lot of time deciphering what your label is all about. Ideal examples for small businesses under this tip are: Cutter's Salon and Matt's Deli among others.
Include Positive Message
Company name ideas that encourage or motivate people to be positive or do something in that light are more memorable than labels that have literal meanings. Make it a point that when customers come across your business name, they will feel assured that their needs will be met through your products and services. Perhaps, you have a tutorial center. Create a label for it a label that will bring in thoughts of being academically ahead or successful. Herewith, you will be able to instill confidence among your customers regarding what you could do for them.
Keep It Short
Common sense will tell you that long company names are harder to remember than short ones. Another disadvantage of this is they take a lot of space in advertisement banners and signages. That would mean a need for extra space that could be an additional expense on your end.
Drafting the best business names can definitely be challenging especially to novice entrepreneurs. If this is your case, seek ideas from successful brands known around the world like Apple, Google, Disney, McDonald's and Nokia. Depending on the budget that you have at hand, you can also consult an expert. As they are specialist in this field, they base brand name recommendations to clients on current trends and researches. After checking on the origin and objectives of your business, their creative skills will surely offer you variations of a company name that might work best for your business and the direction it is heading.

Corporate Culture!


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I am intrigued by what we call Corporate Culture.
I do know that we had a great one, in both of my marketing companies that I founded, and as they happened to be in two different countries, I figured that there was a bit of a pattern here. I have my own ideas of what it takes to have a corporate culture that will make the company stand out, and I will get to that shortly.
But before I share my thinking I would like to share with you the results of a short 7 question survey that I created for a bunch of business owners/CEO's/presidents about what corporate culture was and what it meant to them and their businesses.
The first question was: What does Corporate Culture mean to you"? They had five answer choices, and the number one answer with over 58% was "A way of doing things inside and outside of a company". Second with 25% was, "The way that employees react to situations".
2nd Question was "Can a Corporate Culture be Taught"? Nearly 73% of the respondents said a resounding YES
3rd Question "What are the Top Three components that make up a good Corporate Culture"? got some interesting comments that ranged from: "Ability to adjust to changing circumstances Ability to challenge assumptions without penalty Accountability for actions that contravene values" to "Leading by example, mentoring to encourage fresh ideas and momentum in both the long and short term Recognition of initiative and excellent performance"
4th Question "Should a "Best Practices List" communication be created and shared with the team, if you want a solid corporate culture"? Half of the respondents said yes and the other half said yes but in a slightly different way.
5th Question "Is it absolutely necessary to have the "Team" take ownership of the corporate culture"? 67% said yes and 25% said the same but in a slightly different way".
Question #6 What specific steps have worked in creating a successful culture in your business? Proved to be very interesting, here are a couple of examples:
"1. define it
2. commit to it as a leader
3. coach and train your people continuously
4. give and receive feedback permanently
5. track results",
"Culture is created/destroyed every day with every decision. Those below, follow those above. So actions over-time will build the culture".
Final Question: A resounding YES was the answer to: Does a good "Corporate Culture" have a positive effect on the value of the company?
I don't know about you but I think the answers are interesting, and the specific comments to some of the questions are very enlightening. But the overall thinking is that "Creating a Corporate Culture" is a good thing that will positively impact your business, if you do it right.
Here's what I have found to work as my version of "Corporate Culture" in my businesses.
It has to start with you, if you are the owner or senior management, you need to find out if you do not know, what your deepest values are, and then ask yourself why you started the business in the first place. It really doesn't matter what business category you are in, whether you sell cars, are a plumber, carpenter, nurse or a politician, it always comes down to your "Highest Values". In other words "Why the Heck Do You Do What You Do"?
I know in my case it was to help clients and employees be all that they could be, it's that simple, nothing complicated. It just so happened that my particular area of expertise was in marketing and marketing communications, but it would have been the same if my expertise and training was in a totally different field.
There are many differing facets that go into the creation of a positive corporate culture, but I promise you that it does trickle down from the top. Just some of the areas that you MUST be cognizant of are for instance:
  • Consistently hiring the best people who share the same beliefs that you do, and inspiring them to be all that they can be.
  • Educating, teaching and making sure that your company is a "No Fear" workplace.
  • Making it a fun place to work and also that clients want to come to for the same reason.
  • An understanding that MUST permeate throughout the business and on to the clients is that the product will be the very best it can be, there will be no corners cut, and the standards will be the highest in the category.
  • Everyone in the company is in the customer service department.
  • Every component, every phone call, every invoice, every delivery etc can positively or negatively affect the corporate image and impression in the marketplace, and this will affect the overall corporate culture one way or another.
  • Share the wealth.
I promise you that if you get theses things right, your corporate culture will improve and it will positively affect the bottom line.
Jack Sims has literally "been there, done that" and it happened because of his conscious decision to inspire those around him be all that they could be. That included his employees and clients alike.
He just happened to be in the area of marketing and communications, and he founded one of the top five creative groups in his native England and then he did it all over again in right here at home in the United States. His marketing agency became the #1 ranked in America. Now as an author and consultant Jack speaks for companies and associations who are looking to strengthen their brand and grow their business.
Jack's meeting presentations and keynote speeches are high energy and loaded with information that he has proven to work in the real business world. You will laugh at his stories, be excited by his delivery, but most importantly you will walk away with information that will help you go for serious long-term business growth.

The Evolution of Socialism


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Socialism in its purest form is the oldest method of human organization. Its basic premise was that all members of the tribe were entitled to share equally in everything from a kill or the discovery of a patch of wild rice to the communal use of primitive stone tools and sex. When the encroaching glaciers forced Neanderthal man to band together in nomadic tribes 35,000 years ago, the threat of extinction was an ever-present reality that overrode any considerations of individual needs. Whatever tribal property they were capable of carrying with them belonged to the whole tribe, and the only reasonable division of labor in such an environment was men hunt and fight and women provide sex and care for offspring.
About 10,000 years ago, man invented agriculture. Grain provided a form of food that could be stored for long periods without spoiling, thus setting neolithic man free from the incessant need to follow game and scrounge for edible plants. This allowed formerly nomadic man to settle in one place, and the security provided by this arrangement expanded human aspirations from day-to-day survival to an appreciation for comfort and leisure. Furthermore, with the extra time afforded by not having to follow herds of wooly mammoths across trackless landscapes, early man used his survival-honed intellect to invent and develop pottery and chipped stone tools and weapons.
This development in human evolution introduced the concept of wealth, and the idea of wealth inevitably involved the idea of individual wealth. If I claim a piece of land and I plant, tend, and harvest rice on that land, it's my rice. If I gather clay and mold and fire a cooking pot, it's my cooking pot. It does not belong to the communal tribe! Furthermore, the development of primitive manufacturing implemented something that further eroded the socialistic structure of the paleolithic tribe - a division of labor. The person who was particularly good at throwing and firing clay pots or at chipping stone spearheads could trade their skills for grain and for other products increasingly available in a budding industrial society.
The downside of wealth was that it was accumulable. Some people, through exceptional skill, could amass more wealth then others, leading to the human inventions of envy, greed, robbery, theft, and war. These developments led to further divisions of labor into farmer (serf), wealth manufacturer (craftsman), wealth distributor (tradesman), wealth accumulator (lord), and wealth protector (knight). This situation pertained for the next 10,000 years, and the primitive institutions of socialism were essentially forgotten.
Then, roughly 250 years ago, humans invented a method of accelerated wealth production using machines to replace people. The results were astounding. Wealth was lavished on the common man. No longer could only the ruling classes afford fine clothing; the power loom and then the sewing machine provided clothes of an even higher quality than ever before and at a price that everyone could afford. Products that had never even been possible before, like plastics and automobiles and computers and millions of miles of steel rails were invented and made cheaply available to the poorest man through the magic cycle of investment, mass production, profit, and investment known as capitalism.
The industrial revolution created a new accumulator of wealth, the entrepreneur (capitalist), - and in accordance with Newton's Second Law, almost immediately spawned the reactionary anti-industrialist (anti-capitalist). From the Luddites and Malthusians to Michael Moore and Al Gore, industrial society has been continually plagued by misfit malcontents who preach that the production of untold wealth is evil.
In the mid-1800s, a disgruntled, pathetic failure named Karl Marx resurrected the defunct, atavistic, and mouldering corpse of socialism and presented it to an ill-educated world as a shining new religion. It would be beneficent for us to assume that Marx was ignorant of the Pilgrim's disastrous experiment in socialism in Plymouth Massachusetts in 1620 or of Robert Owen's dismal socialistic debacle at New Harmony Indiana in 1825, but it is probable that he was aware of these practical failures of his fantasies. We can only assume, therefore, that he deliberately chose to ignore them.
Marx's philosophy, which he named communism, was as much utopian as it was socialistic. He envisioned a society in which the wealth created by industrialism was equally and forcibly distributed among all of its inhabitants. Implicit in this scheme was the visible hand of the philosopher king (the state), but tragically absent from his delusion was a realization of the source of industrial wealth - the entrepreneur, who risks investment for profit. By removing the profit link from the magic cycle of capitalism, utopian socialism was doomed to sink inexorably back into the dismal miasma of pre-industrial feudalism.
Marx's atavistic social structure has actually been tried, first in Russia then in China, and later in such diverse places as Germany, Italy, Cuba and North Korea, all with predictable results. It turns out that communism cannot exist except through its imposition by a totalitarian government using propaganda, xenophobia, and cultural isolation to quench the natural human desire for personal betterment. By the beginning of the twenty-first century, the cultural bankruptcy of communism had become universally apparent, although vestiges of it linger in some political and philosophical backwaters such as the American propaganda media and the US Democratic party that are apparently fascinated by its ability to subjugate large numbers of people.
In the United States in the early twentieth century, communistic socialism was adopted by Hamiltonians such as Theodore Roosevelt, Woodrow Wilson, and Franklin Roosevelt, (the latter of whose aristocratic illusions was enhanced by the noblesse oblige theories of the British socialist John Maynard Keynes). The methods employed by these self-styled philosopher kings were attempts to micromanage the economy and to control the news media through force-fed government propaganda; the predictable results were industrial stagnation and economic depression. In the mid-twentieth century, Saul Alinsky (1909-1972) developed and documented a method of inciting civil discontent as a means of achieving redistribution of wealth, a tool that is still central to the machinations of communist-socialists such as Frances Fox Piven, Stephen Lerner, and Barack Obama.
So we have seen socialism evolve from a natural and necessary social organization employed by man's ice age ancestors through an uninformed reaction to the industrial revolution to a political method of enforcing human slavery using propaganda, suppression of opposition and criticism, and "community organizing" (ie. rabble rousing and class warfare) to achieve the enrichment of self-appointed aristocrats at the expense of what they consider to be the "plebian class." The problem with this bastardization of socialism, of course, is that the "plebian" class (ie. the producers of wealth) produce their wealth for their own profit, not for the entitlement of others, and as they are not only the most intelligent but also the most industrious people in any society, they will take their skills elsewhere rather than submit willingly to slavery. The purveyors of the communist-socialist dream, therefore, are destined to be left dependent on the ever-expanding dregs of society, who produce nothing but burgeoning demands on the increasingly declining public wealth, thus ultimately dooming the entire society to the level of abject poverty observable today in North Korea.

Wednesday, March 28, 2012

Branding: A Brand Is More Than a Logo


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What is Branding?
Let's face it, brands are everywhere. A brand is how we identify products, services, people, places and religions. Everything can be "branded," however, a brand is more than just a logo or identity; it represents a symbolic construct created within the minds of people that consists of all the information, expectations and personality associated with a company, product or service. It can symbolize confidence, passion, belonging, or a set of unique values. A brand is an experience.
Branding has been around for more than 5,000 years. Historically, branding was used as a way for farmers to stamp their livestock, a way of saying, "that's mine." By the 20th century, it had evolved into more than just a way for farmers to mark their property; the industrial revolution introduced mass-produced goods and the need for companies to sell their products to a wider market. By applying branding to packaged goods, the manufacturers could increase the consumer's familiarity with their products in an effort to build trust and loyalty. Campbell Soup, Juicy Fruit Gum and Quaker Oats were among the first products to be 'branded.'
In the 1900's, companies adopted slogans, mascots and jingles that began to appear on radio and television. Marketers soon began to recognize the way in which consumers were developing relationships with brands in a social and psychological sense, and over time learned to develop their brand's identity and personality traits; such as youthfulness, luxury or fun. Branding became more personal. This evolved into the practice we now know as "branding" today, where the consumers buy "the brand" instead of the product. This trend continued to the 1980s, and is often quantified in concepts such as brand value and brand equity.
In today's modern digital age, the Internet and social media have had major impacts on branding in a very short time. Brands are now more connected to consumers than ever before across numerous "touch points"-websites, blogs, social media, videos, television, magazines, mobile phones, applications, games, events and even art installations are all common channels where brands are engaging consumers. Unlike 20th century practices where consumers were passive receivers of messages, today's successful branding campaigns involve multidimensional, two-way communication where consumers participate, share, and interact with a brand. Branding has become a physical, social and psychological experience.
The "brand experience" is the concept that a company's identity and design evoke certain sensations, feelings and cognitions for the consumer. Several dimensions can distinguish the brand experience: sensory, affective, intellectual, and behavioral. Such stimuli appear as part of a brand's design and identity, packaging, communications, and environments. Prime examples of some of the most experiential brands are Victoria's Secret, Apple and Starbucks. Not only is branding about the individual's awareness of the brand, but the experience the brand brings to the individual; the prospect that the individual moves from awareness of the product to consideration, to loyalty, to advocate. Hewlett Packard CEO, Meg Whitman, says, "When people use your brand as a verb, that's remarkable." For example, "Google it," "Skype date?" or "Photoshop that picture!"
A strong brand is a critical marketing asset, as important to your business as the product itself. In our rapidly changing and increasingly complex world, technology and human interaction are intersecting in new ways, creating an experience economy where trust, conversation and brand portability are crucial to remaining relevant. Big will no longer beat the small. It will be the fast beating the slow.
Ryan Hattaway is a an expert on branding and experience design and is the President of Mogul PR, a division of Mogul Media Group. Ryan Hattaway founded Mogul PR in 2005.

How To Make Your Logo Even More Enticing?


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In this augmented globalization rather than using many alphabets or written names, symbols and ideograms can be more effectual. A logo or an ideogram is a symbolic representation or a graphic design which provides organizational identity, which can be associated with an individual or a product and can be recognized without more ado. The initiation of logo design if not outsourced, necessitates much hard work from multiple departments within your organization. A sequential thought process should be initiated for logo design as numerous parameters need to be considered. The ultimate design should be sensible, simple, complying with company goals and ideals and attractive enough to have far reaching effects in far-off times.
To make a more enticing logo, many factors need to be thought of; the marketing, visual designer teams should work in sync, as well as clarified thinking in terms of the conceptual design, sketching and finalizing on the design and make it appealing to the consumers or future prospects.
If you visualize certain international brands including Kellogg's Cereals, the continuously swelling food chains like the McDonald's or for that matter KFC, these can be identified from large distance, the reason being their distinctive bright coloring, typography, and their unique fonts. The remarkable illustration of the world's largest cargo movers FedEx where they were convinced by brand consultants to shorten the company's corporate logo and name, from "Federal Express" to " Fed Ex". This shortened version of the brand name made it easy for the general public to remember the service and to recollect it without much strain involved. Not only did it provide an altogether genre of identification but also guaranteed curtailing of expenses by the quantity of color used on trucks, publications, and stationery; thereby saving hundreds of dollars in painting costs. The designing has been so innovative that a pointing arrow in between letters 'E' and 'X' signifies motion.
Designing a customized logo is not always a simple assignment but necessitates involvement between the marketing counterparts with the design service people to convey company's values and concepts and well as make understand the target audience or the customers.
A step-by-step approach is essential in design process which involves initial sketching after concept formulation, finalizing design theory and deciding formats and themes. The meaning of color cannot be restricted to individual choices as it differs within cultures among different nations. Even the meaning of a particular color in certain background is different whereas in another setting it points a new idea. As a general viewpoint one's mind always recognizes the motion of a line where horizontal ones correspond to security, vertical lines to express dignity, energetic if diagonal, rising and falling ones to denote motion in either direction. It also symbolizes the type of business you are in. For instance, colors such as blue, green or black or at times even gold are used in financial or banking services.
Thus the final impact of the logo on the viewers is what is sought after the most; to provide a professional image, to maintain it clear and clean and unique. A new design or redesigning a logo is a task that can be best achieved by hiring professional logo design services.