Interesting article approaching the use of visual identity and positioning as main tools for a business to separate itself from its competitors.
Every day we are bombarded by millions of messages. They’re everywhere, from print media to highway billboards, local supermarkets, public phone booths, our mailboxes, radios and television sets.
Add to that the explosive growth of the internet and the new communication opportunities this medium presents, and today’s business owner or manager has a near-impossible task at hand; making his or her message stand out among the noise generated by others.
Next the article is presenting the 5 key strategies for a competitive visual identity (logo) as the first of the two crucial components of branding:
BusinessWeek is running an interesting article, presenting three checkpoints in creating a slogan:
Try to create complementary relationships between your business [tag]name[/tag], its [tag]slogan[/tag], and other communications devices, such as the Web address. Avoid redundant messages. In other words, don’t pick a slogan that simply reiterates your company name. It should enhance and complement that primary statement about your company and provide would-be customers with new, positive information about you.
Brand identity is something all companies worry about. One way companies are trying to attract and retain our attention is through memorable corporate slogans.
These catchphrases are designed to sum up the essence of a business in a way that will stick in the mind and trip off the tongue.
Marketing professionals say a corporate slogan must be concise and distinctive, encapsulating a basic “promise” to a company’s users.