Category: Uncategorized

By Kim Dickerson

Ghostwritten by Wendy Scheuring

Last year, we wrote a blog on branding and its importance to your business. Today’s blog offers a reboot on branding. Your logo is vital to your branding. So is your company name. So is your mission and your vision which we discussed in our latest blog.

Throughout your entire life, you have probably seen thousands of logos. Hundreds upon thousands of them. You probably also recognize the ones you prize, cherish, or even don’t like so much. You might also recognize brands from your childhood. Branding your business is not all about advertising. It’s also about creating a strong impression upon the beholder that can last a lifetime.

So, before we delve more into branding, let’s take a consumer’s point of view by defining what a brand is.

Brands are names.

When you hear the name of a popular brand, you know exactly what it is. There is absolutely no question. In fact, many of us have favorite go-to brands just because. When it comes to athletic shoes and apparel, think of Nike or Reebok; when it comes to coffee, think of Starbucks or Dunkin’ Donuts; or when it comes to fashion think of Gloria Vanderbilt or Tommy Hilfiger. How about home décor, such as Martha Stewart?

Brands are represented by logos, too.

Did you know that the word “logos” means “word”in the Greek language? Think about that for a moment. Your logo is actually a word which represents you.Some of companies I mentioned earlier are names of the people who started them. This is rare and the result of an amazing advertising campaign carried out over a period of decades to associate the name with the brand. This can happen not only with names but also with the company logo. Eventually, the name fades away and consumers recognize the brand only through the logo. McDonalds has the yellow double arches. Nike has the black swoosh. Starbucks has the green goddess. They just changed what she looked like over the years.

Brands mean something to consumers.

You may like certain brands because they resonate with you. They stand for something. Maybe they make their goods in the good ole U.S.A. Maybe they care about the environment. Maybe they use organic materials in their products. Maybe you just like how the product looks and feels. Maybe you feel rich or luxurious wearing or using them. Certain brands appeal to certain people or certain groups of people for one reason or another.

Now, let’s talk about the word “branding.” Branding is, in effect, advertising. That’s where we come in. So, here’s our first piece of advice.

Your company name is part of your branding

First of all, you need to know that your company name is part of your branding. Some new business owners may want to name their company after themselves. After all, Martha Stewart did it. So did Tony Robbins. So did Vidal Sassoon, etc. etc. etc. Yet even today, the world’s richest man, Elon Musk, did not name his companies after himself. Think Tesla, SpaceX, Neuralink, and PayPal. The names of these businesses show what the company does, with the exception of Tesla, which was so named after the famous and well-known inventor, futurist, and engineer, Nikola Tesla. Because most people are familiar with Tesla, the name says it all about the electric car brand. If they weren’t familiar with Tesla, they certainly are now. Musk brought Tesla back to life.

Now, if you have already named your business after yourself, that’s okay, too. Over time, your name may actually become synonymous with your product of service due to a great logo, vision, and mission. You can still brand around your name and we can show you how. Or, you may be thinking of rebranding. We can help with that, too. Companies rebrand all the time and for the right reasons. Maybe it is time for you to rebrand, too.

There are some company logo designs that you can’t help but think of when you think about what a good logo should look like. Weather it be their creative simplicity or complex cleverness, some logos will stand out in your mind forever. If you are needing a logo for your company or are wanting a logo update you can look to these logos for inspiration. We will discuss 10 of the best company logo designs and what makes them so iconic.

1. Apple

The Apple logo has come to be known as one of the most recognizable logos. One thing that makes the Apple logo is iconic is how simple it is. Rob Janoff designed the Apple logo in 1977 keeping in mind that apples have been a symbol of knowledge for a long time. (20 Best Logos [Classic and New] (zarla.com)) He also added the bite mark for proportion so you immediately know that it’s an apple. The bite can also represent a “byte” which is a play on words referring to what the company does with technology.

2. Nike

The Nike logo is another simple but highly effective logo. It was designed by Carolyn Davidson in 1971 and the “swoosh” represents the wings of the goddess of Victory, Nike. However, now the “swoosh” makes people think of a fast moving object which correlates with the athleticism that Nike promotes.

3. Starbucks

The Starbucks logo makes you automatically think of coffee, as Starbucks is the worlds largest coffee chain. You may be wondering what the two-tailed mermaid on the logo means or where it came from. Well, the mermaid is actually a siren. A siren is a creature from Greek Mythology that lured sailors in, causing them to crash their ships. Starbucks wants to lure you in to buy their coffee.

4. McDonald’s

The McDonald’s “Golden Arches” are internationally recognized as there are more than 38,000 locations in operation around the world. The McDonald’s logo is simple, yet the yellow and red colors are eye catching and make a lasting impression. McDonald’s logo is a good example showing that good use of color in your branding can invoke a certain emotion. Red and yellow when used together, are shown to make people feel hungry, according to color-meanings.com. (7 Colors That Will Make You Hungry or Lose Your Appetite – Color Meanings (color-meanings.com)

5. Amazon

The Amazon Logo is a great design because of the double meaning that the arrow portrays. Sometimes called “The Smiley Arrow,” Amazon’s icon points from A to Z which shows that their company specializes in everything from A to Z. The arrow also forms a smiley face showing the company’s commitment to making customers smile.

6. Target

The Target “Bullseye” is another highly simplistic yet recognizable logo. The “target” icon portrays power and that if you shop at Target, no matter what you are looking for, you will hit the bullseye. The Target logo stands out because of it’s simple round design that is symmetrical. Like the McDonald’s logo, Target also takes advantage of the color red. However in this case, red was chosen as it is a bold color that makes an impression.

7. Under Armour

Under Armour’s logo makes the list because of it’s clever incorporation of both the U and the A. The two letters are merged seamlessly to create one symbol. Compared to some of the other logos in this list, Under Armour is a relatively new company, being introduced in 1996. Since Under Armour is an athletic brand, their logo needed to look “beefy” and provoke a feeling of strength, which it does.

8. Microsoft

Microsoft’s logo was created to represent technology being a “window into the world.” The Microsoft logo has come along way since the company first began as Traft-O-Data in 1972. The name changed to Microsoft in 1975, bringing with it a new logo. However, Microsoft’s first logo, while it was great at the time, did not well capture the brand.

In 2012 the company re-branded and went with the current version of the logo.

9. FedEx

One thing you may have never noticed about the FedEx logo is the arrow in it. You may be thinking, “what arrow?” However, if you look closely you will see an arrow made from the negative space between the E and the X. This little subtle detail may go undetected by some, but once you see it, you can never un-see it. FedEx’s first logo however, does not contain the hidden arrow. This is because their first couple logos used a different font where the shapes of the letters do not form an apparent arrow.

The current logo was designed in 1994 by Lindon Leader.

10. Levi’s

The Levi’s logo actually has an interesting history. The company was started at the time of the goldrush in the 19th century by Levi Strauss. He started the company so that he could make a pair of pants that miners could wear. He ended up inventing denim and the company exploded in popularity. Their first logo shows two horses pulling a pair of jeans on either sides. This is to depict that the jeans are built strong and are durable. The logo was also supposed to make it easy for both literate and illiterate, as well as non-English speakers to understand the brand. Their first logo is actually still used today as a patch sewn onto every pair of jeans. (Levi’s Logo Design – History, Meaning and Evolution | Turbologo)

Their current logo is a much more simple version with only the word “Levi’s” on a red background. The current logo features a red “batwing” design based off of the stitch used on the back pocket of their most popular jean, the 501.

Conclusion

As you can see, there are many different elements that go into making a good logo. All of the company logo designs we’ve looked at in this article have something about them that helps them stand out as a good logo. One thing you may have noticed is that all of these logos are relatively simple. A simple logo with a unique element is sure to stay in people’s mind as it gets the point across quickly and effectively.

When you hand someone a business card, you are handing them a piece of your company. Business cards should no doubt make a good impression. In a lot of cases, your business card forms someone’s initial views on your company.

Data collected from a survey done by Statistic Brain Research Institute, showed that 72 percent of people judge a company or person based on the quality of their business cards. The statistic also showed that 39 percent of people would choose not to do business with a company if they had a “cheap looking” business card. 72 Percent Will Judge Your Company by the Quality of Your Business Card (INFOGRAPHIC) – Small Business Trends (smallbiztrends.com)

While some would argue that business cards are pointless and outdated, this data shows that business cards are still very relevant and useful. That being said, let’s talk about what makes a good business card, and what makes a bad business card.

Trends in Business Cards

Business Card trends change every year. Like most things, trends come and go. What was a popular business card format or design element last year may not be popular now. Researching current business card trends before ordering your business cards is important. In order to make the best impression possible with your business card, you need to know what people consider an “impressive” business card at the time.

QR Codes are Key

One of the current trends for Business Cards right now is the use of a QR code. A QR code, if you are not familiar, is defined by the Oxford Dictionary as “a machine-readable code consisting of an array of black and white squares, typically used for storing URLs or other information for reading by the camera on a smartphone.” With a simple scan of your phone, the desired QR code URL is open and ready to be viewed. QR codes are currently taking the world by storm and have made finding information faster and more convenient than ever.

However, it should be said, people that primarily use their computer to look things up, and not their phone, argue that QR codes are pointless. They say that they are still going to have to look up your information when they get to their computer anyways so they wont even use the QR code. However, most people primarily use their phone for calling, going online, and pretty much everything else, so a having a QR code makes finding your business’ information so much easier. This results in a higher number of people actually following through and reaching out.

Adding a QR code to your business cards is a great way to modernize your current card. Business cards with a QR code take something hand held but add the convenience of technology with a simple scan. We highly recommend adding a QR code to your business card.

Your Colors Matter

Using your company’s branded colors is very important for brand recognition. Your business card should immediately relay to the recipient who you are as a company. While you will want your business card to be visually appealing, you shouldn’t neglect to use your company colors and familiar design elements. That’s not to say that you cant sprinkle in additional colors, however, don’t use so many additional colors that it confuses your customer. You want your business cards to be simple enough that all information is easily conveyed. However, you also want them to be colorful enough that they stand out. That’s where a graphic designer can help you navigate the fine lines.

One current business card trend is having alternating colored backgrounds for your business cards. This trend involves ordering the same business card but in two different colors. If your company colors are blue and grey, getting some business cards printed in blue and some in grey will add an element of uniqueness. Handing out business cards in varying colors will be sure to make an impression. It will make the recipient feel more valued than if all the business cards were all exactly the same.

Cardstock shows you care

Business cards can come in a variety of cardstock weight ranging from thin to thick. Depending on where you get them printed, the weight typically starts at 12 pt and goes up to 24 pt. A thinner business card would be 12 pt and a thicker, almost heavy, business card would be around a 24 pt weight.

While a nice looking business card is great to have, it is all for nothing if your business card is flimsy and easily damaged. A nice, thick, cardstock will make a difference when you place it in someone’s hand. Choosing a good cardstock shows that you put in a little extra money and will help your business stand out. It shows that you truly care about their business and want your business card to hold up.

However, it should be noted that there are pros and cons to a thick cardstock. One downside of a thick cardstock is that, while it will make a great first impression when you place it in someone’s hand, it may be unlikely for them to actually keep it. A thicker business card will take up more room in someone’s wallet. This may result in them deciding to toss it out.

An average paper weight for a business card would be 14 pt, or 16 pt. A 16 pt business card may be your best bet for a thicker business card. A weight of 16 pt will make a good impression, while not being too heavy.

Additional Touches

Things like adding a raised ink element to your business cards also make them literally stand out. Raised ink makes specific parts of your business card raised above the rest. When holding the card you can feel the parts that are raised, typically the logo or other important elements. Raised ink is a great additional touch that will set you apart from the competition.

In Conclusion

As you can see, there are a lot of factors that go into designing the perfect business card for you or your company. Your business card is a very important piece of your branding and all these factors should be taken into consideration to create a great first and lasting impression.

               What is the first thing you think of when you hear the word, “brand?” Maybe a certain brand came to mind, one of your favorites, like Nike or Panera Bread. What about when you hear the word, “branding?” You probably think of things like, a logo, or company colors, maybe even a tagline or slogan. These are all part of branding and make a brand who they are. A result of good branding is that your company will stand out in people’s minds. After all, the brands you just thought of stood out in your mind, didn’t they? Now you can probably start to see how important branding is for your company. The right branding that will help you stand out and stay in people’s minds long after they leave.

Branding Sets You Apart

Things like your logo, company colors, and tagline are essential to your business. They are the “face” of your business. These are the things people first see when it comes to your company. They are also the things that people may initially think of when they think of who you are. And while your branding is so much more than these things, your logo may be the most important part of your branding.

Your Logo Says Who You Are

A logo is probably the most important part of your company’s branding as it literally says who you are. A good logo should be a simple embodiment of your company. It should also be easily recognizable. Your logo should be simple enough that the person who views it for the first time can quickly tell what your company is. For an example, if you see a logo that has an ice cream cone included you can immediately gather that the company sells ice cream. Now of course that is not always the case. Nike, for example, doesn’t follow this rule, however, it is still a simple, recognizable logo. Even if a logo is very simple, like Nike’s, it should still embody your business and who you are.

Company Colors Create Unity and Recognition

 While company colors may not seem important, that is far from the truth. The colors that your company chooses are very important and should be used in conjunction with your logo to set your business apart. When you think of the colors: red and yellow, you probably think of a certain fast-food restaurant, McDonalds. Their brand’s colors play a huge part in their brand recognition. Another important thing to think about in today’s world is your social media pages and how much better a social media feed looks when the company has branded colors. The feed looks more unified and visually pleasing.

A Tagline is Your Business’ Mission Summed Up

                “The Quicker Picker Upper,” “M’m M’m! Good!” “Betcha Can’t Eat Just One” are all examples of a slogan or tagline. You probably knew what company each of the slogans was for. That’s because of how well their branding and marking departments have done with advertising. This brand recognition is different from a logo or company colors. That’s because even with your eyes closed, upon hearing these taglines you would be able to identify the company. A good tagline sums up your business’ mission statement and is a quick glimpse into what your business stands for.

Maybe a less recognizable one, depending on where you live, is Ollie’s “Good Stuff Cheap!” If you are not familiar with the store, even by reading the tagline you can gather that it is a place that sells good items at a cheap price. Even if you cannot picture their logo or company colors, their tagline still tells you a brief summary of what the company is, and what their mission is.

Your Branding goes Behind the Scenes

                Like I mentioned before, your branding goes way beyond the logo, brand colors, and tagline. Those are just the things at the face of your company, the things that the customer automatically recognizes. However, your branding is also the things that represent your business that happen behind the scenes. Your company’s culture, and values are things that incorporate a company’s brand that start internally but can be recognized by customers and clients. Company culture is the backbone of a successful business.

Adobe is a good example of a company that has a strong company culture and is easily recognizable. Adobe is one of the leading software development companies around the world, used by creatives and run by creatives. Creativity and freedom of expression are at the heart of the company, and pours into the company culture, message, and values. At the core Adobe is branded for creative people. Most graphic designers, illustrators, photographers, and videographers use Adobe, and that is because they know Adobe is a reliable company that values the same things they do.

Values are Valuable

                Your companies’ values and overall mission statement is another huge part of your companies behind-the-scenes branding. One company who’s brand is known for its values and mission is the shoe company, Toms. Toms is a company with charity and giving back at the heart of it. The company gained recognition for their one-for-one campaign, where for every pair of shoes purchased from them, they donated a pair to someone in need. While Tom’s has gravitated away from the one-for-one in 2021, giving back is still what makes them who they are, with 1/3 of their profits going to grassroots social impact campaigns. Their strong values are a huge part of their branding and show how important strong values are to making a company successful.

Branding Basics

                In summary, branding can entail your logo, company colors, tagline and slogan, as well as the behind the scenes of your business, such as company culture, and values. All these pieces working in conjunction will create a brand that is not just recognizable but memorable as well. Weather behind the scenes or in plain sight, branding makes your company what it is and shows who you are as a business. It can make the difference between a company that is easily forgotten and one that will remain in the customer or client’s head forever.  

Instagram is an amazing platform with over a billion active users each month and with ninety percent of those users following a business’s page, this is the platform you are going to want to stand out on!  This is the best way to build relationships with new customers, with your current customers and for your customers to get to know you.

Having a profile picture that properly communicates your business name and image is key to getting noticed in the Instagram world.  Unlike Facebook, Instagram pictures are small, round and cannot be enlarged. You will need an image powerful enough to stand out amongst a sea of other tiny images. On top of that, a majority of consumers view social media through a mobile device instead of a desktop making your image even smaller and amplifying the issue. It is important to consider all of these factors when selecting an Instagram profile picture for your business.

Ok, now that you know why an Instagram Profile picture is so important and you also understand its constraints let me break down for you a checklist to help you create the perfect profile picture:

1. Choose a clean image where your logo or face is clearly visible.  I would suggest picking a portrait style picture unless you’re representing a company with many employees or the brand is already more recognizable than the person running it.  The primary focus is, “why me over my competitors?”  When the customer sees an image of your face or faces they already see your business in a friendlier and more approachable light.
2. Make sure your background is clean and crisp allowing your logo or face to pop.  You want to pop off your background not be lost in it.
3. Choose a square sized image not a rectangular one, to ensure your image displays the way you want it to when you upload it.  A poorly cropped image is not the first impression you want to leave when people are looking at your business. *Professional Tip: Have your image sized to 110×110 pixels to give your image the optimal quality and clarity!
4. The use of props, when appropriate, can convey what your business is about in one image.  For example if you are a photographer and your profile picture is of you with a camera, then people will instantly know you are a photography business!
5. Lighting is also key in any picture.  Natural light is the best source of light for good profile pictures. It will make your face glow, add depth to your eye color, and light up your background.

If you found this article helpful please share your new profile picture on your story and tag me @vierasocialmedia with the hashtag #vsmoptomizedmyprofile

By Kim Dickerson –Owner of Viera Social Media

There are more businesses on social media than ever before. These are four main reasons companies are focusing their marketing to their branding through on social media:

1. Connecting with your audience.
2. Building Brand Loyalty
3. Learn about your audience (obtain unique insight on your audience)
4. Provides a never before available, inside perspective into competitors

1. Businesses on social media are connecting with your audience.

95% of businesses worldwide use Facebook and 68% of US adults are using Facebook, with three-fourths of them logging on daily.  These platforms are the best way to connect with your customer on a consistent basis. Believe it or not, consumers are looking to platforms like Facebook to do more for them than keeping up with friends.  Half of generation Z and 42% of millennial’s says that social media is the most relevant ad channel.  More and more users are turning to social media for news and information that is specific to their likes and needs.

2. Businesses on social media are building brand loyalty.

With so many options out there it can be very overwhelming for your customer to decide what is right for them. Following an interacting with a brand they believe in helps them to make these decisions.  After messaging a brand on Facebook 66% of people feel more confident about the brand and 55% feel more personally connected to the brand.  It is no surprise that Social Media interaction is today’s top influencer in brand loyalty and will keep your customer coming back. It is important to note that 57% of people are more likely to buy from a brand they follow on social media and 71% are more likely to purchase from the brand after having a positive social experience.

3. You can learn about your audience.

Social Media allows you to learn about your audience.  The most common reason why consumers reach out to brands on social media is because they have a question, 57% of consumers have done this.  The second most common reason is to have an issue with a product or service resolved, 45% of consumers have done this. Through social media you can better understand your customers needs because they’re able to provide feedback. Feedback you can use to better your business, advertising, products and services.

4. It provides a never before available, inside perspective into competitors

Another extremely useful thing that social media provides is direct insights into the competition. All of their business behavior, best practices and customers are right there for you to view, analyze and interact with.  This is a new and exciting avenue into understanding the competition that did not exist before and can only be accessed through social media. 

This only touches the surface on what social media can do for your business.  Viera Social Media can guide your business through all of it and you can focus on what your business does best!  Take a look at our packages below and reach out if you have any questions to kimdickerson@vierasocialmedia.com