Saturday, November 28, 2009

Logo and Brand - twin brothers?

Who can remember what it was written the name of the type known manufacturer of yogurt? And here is a simple obsession melody of three notes with a high degree of probability will play even one who is terminally offended bear in childhood. And, once in the supermarket, most likely, our "singer" just buy the products from this manufacturer, trusting the "untwisted" brand.

Feel the difference!

So you finally decided on the product or service that is now going to market. Register your own company. Long puzzled over a unique name, picked up a nice font, which will now be inextricably linked with the name of the new "ship business." But make no mistake: this is not a brand. Registered with the original mark of your company's name is just the logo.

"Logo - the original mark of a full or abbreviated name of the organization or product.

The logo is the verbal part of a trademark. " Such a definition can be found in Wikipedia. But even among designers and advertisers seem to be no consensus that it was considered logo.

Strictly speaking, the logo - is verbal part trademark. That is Name Company or product, write some letters. But the graphics are already the brand or trademark. It is only important to understand that and the logo and trademark are the components of the brand. Just a logo - it's the first brick, which was originally laid in building the future of the brand. So what is the most building out - dilapidated house of straw, ready to crumble at the very weak winds in the unstable world of business, or secure fortress, credible its thoroughness - it depends on the severity of the initial approach to its creation.

Logo - The basis of corporate identity, but because of its design and creation should be given maximum attention. And, of course, it is better to trust the professionals: Call a well-established advertising agency, or a freelance artist-designer. Let the designer with you eating, drinking, going to your work, gives a lot of questions, trying to find exactly the flavor that makes your company and its products will be easily recognizable among the mass of existing competitors and similar products.

Tuesday, November 3, 2009

Verify the effectiveness of advertising

Since advertising is one of the channels of communication with the seller by the buyer, it is true that it is subject to all laws of sales. You can highlight the main methods of influence on the consumer through advertising.

Text messages:
When creating them must be remembered that the consumer is not very willing to think and therefore should not be used in advertising texts long mouthful. The shorter and clearer advertising message, the more likely that it at least someone will notice, for example drove past a billboard.

Nonverbal channels: If there are people in advertising, their posture must conform to both the general textual content of advertising, and to state that ads should call the customer. Check for correct posture is relatively simple. Try it yourself to pose of a man with a poster and listen to your own feelings. If any sense of internal discomfort does not occur, then everything is done properly, otherwise - the pose of the character to be changed.

Color and sound: This work is best left to professionals. Since each state has its own characteristics. When used properly, they can cause even a necessary condition, regardless of the total text content of advertising.

There is a desired result, which wants to reach an advertiser has stringent criteria for evaluation of advertising, so you can start pretested the effectiveness of advertising campaigns. It is important to understand that advertising should not be too original or fun, it just needs to perform its task.

The most difficult thing for health checks of advertising to find a mistake, to understand why advertising is not working as it should (if it happened) and what must be done to change this situation. You have to understand that a person does not respond on individual factor, but on the background consisting of many elements, which are mismatch and may lead to the fact that advertising will become ineffective.

Eg. Advertising does not give the desired effect. In this case it is necessary to understand that consumers perceive the whole message, rather than spread out on his constituents. Need to remove from the advertising on each element of the queue again to check the reaction of the consumer. This way you can identify problem areas over which the need to work more closely. After making any necessary changes once again stands to test the reaction of potential customers.

Finally, any advertisement must comply with the stages of sale. To get started is to build a trusting relationship with the consumer. At this stage, advertising should not be too intrusive, and avoid comparisons with respect to similar products of competitors. Better to demonstrate compliance with the interests of the advertiser to consumer interests. Once, when a trust relationship established, the advertiser can tell you more about your product, but do not forget that the consumer is not only the material side of the issue, but also the emotional component of advertising. One of the most effective ways to create effective advertising - the formation of positive image of the owner of the goods. In this case, the potential buyer, too, want to be like a person from advertising. Only the last stage of the advertiser can communicate to the consumer price of the goods and the final conditions of sale.