Illuminate Your Business
Posted on | October 22, 2008 |
As businesses try to establish themselves among the competition the idea is to try and gain a competitive advantage. This can be done in a number of ways which can include providing better quality than that of competitors, lower costs, greater customer service, or superior advertising. In setting themselves apart companies start to create their company identity.
Company identity sets up a reputation among consumers while at the same time its logo becomes a part of that. Take for example Apple and Microsoft:
These two symbols or logos distinguish their products. Apple has portrayed its products as being fun, entertaining, and creative. While Microsoft promotes its products as business oriented, professional, and advanced. Logos are an easy way for companies to promote their products without even saying anything. They are all around us posted on billboards, displayed in magazines, on TV, portrayed at Bus stops, and presented on websites throughout the Internet.
A well designed logo can add value to a company’s image in the mind of consumers. Taco Bell, for example, spends 20 times more on its permanent media (e.g. signs that carry only its name and logo) than it spends on advertising – (Pamela Henderson and Joseph Cote 1998). Reversely a poor designed logo can affect a company in a negative way, possibly even before customers purchase the product. For example, both Joe the Camel logo and proctor and gamble moon and stars logo have elicited negative reactions that have hurt corporate image.
Companies in the past would have to produce a product, which then would have to become familiar to the public. After and only after it becomes familiar to people would they then associate the symbol or logo of the company to the product. Now in the technological age consumers are gaining the upper hand. With the internet boom which started in the late 90’s and more recently in the 2000’s companies are able to display their logos on multiple web pages to try and create awareness. When a consumer is repeatedly exposed to some form of a company, i.e. logos then it results in added benefits to the company. Social networks are giving power back to the consumer which gives small businesses an advantage. The challenge now is to reverse the process and create familiarity with the product utilizing these social networks in hopes that people associate your logo with a certain product the next time they go to purchase.
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