are you a brand that sticks?

Kraft just announced its fourth logo in four years. Olive Garden spent big money changing their “When You’re Here, You’re Family” slogan to “Go Olive Garden.” Sure, sometimes necessity dictates that you give your brand a facelift, but wouldn’t it save you money, time, energy and stress to brand yourself well in the first place?

To grow beyond a one-man, one-product shop, your business should begin with a strong foundation. Business owners who commit the cardinal sin of shortsightedness in branding endanger their company’s longevity and relevance. A dated logo can cause a prospect to rethink their purchase. A limiting tagline excludes customers and restricts company growth. The lack of an online corporate presence sends prospects on the web straight into competitors’ arms.

corporate clairvoyance

Begin your business the right way from the start by asking yourself a couple of key questions to ensure that you don’t get caught in a costly redesign or rebranding initiative down the road.

  1. What about my logo is timeless?
  2. Will my tagline be relevant years from now? Why or why not?
  3. Who is my current customer? How will my company still answer their needs in 25 years?
  4. What is the potential to grow the services or products I create for customers?
  5. Could my logo and tagline have relevance if my product or service line evolves?
  6. Is my branding consistent online and offline?
  7. Does my brand look just like everyone else’s or is it distinctive?

harder than it looks

Branding may seem simple – it’s supposed too – but it’s harder than it looks. Don’t approach your corporate identity lightheartedly. This is one of the most important parts of your business. With luck and a lot of hard work, your business will thrive, grow and become a household name, but without the correct company brand in place, your growth will be restricted by limitations you invented yourself.

Tags: , , , , ,

esd newsletter

esd social

esd & associates 09/23/17
Are you speaking the right marketing language?
esd & associates 09/22/17
We had a great time shooting for our client San Antonio Housing Authority earlier this week. 🎬
esd & associates 09/21/17
We are praying for those that have been affected by all the natural disasters that have recently taken place in the last month. Our thoughts are with you and your families.
esd & associates 09/13/17
Nonprofits can't afford not to invest in this new digital age. Read how nonprofits risk loosing to their competition and major dollars by not clearly making the digital connection with their consumers.
esdresults 09/12/17
It was an exciting day demonstrating the Diabetes Resources Guide website for at the Annual…

Your Digital Marketing Source

Introducing the esd Media Library

At esd, we write white papers on a broad variety of digital media topics, from lead nurturing and email marketing to search engine optimization and B2B buyer personas. Consult our media library for in-depth answers to all your digital media questions.