A logo and tagline are a critical part of brand recognition. These mnemonic devices can be used across many different mediums, so it must be one that is indicative of your business. A logo will garner one of the few first impressions of a new buyer. A logo that is professional looking (subjective but is evident when it isn't up to par) but one that doesn't correlate with the business would most likely result in lower brand recognition. It will be one of the many ways a customer will recall a brand in which they have interacted before. "Real California Cheese" was a brand made to drive sales of California made cheese. A logo was created resembling rolling hills, with the sun rising—the subliminal meaning being that the cheese is produced with fresh and natural ingredients, with free-range cows in mind.
A tagline can offer a lot in telling the consumer a little about your company and what it stands for. If the tagline is catchy, it can singlehandedly create movements. I look at the restaurant "Chilli's" and their slogan "Welcome to Chilli's." This tagline made the rounds of the internet a few years ago, turning into a "meme." The tagline could also provide a deeper meaning to the firm and could be an integral part of an integrated marketing campaign. This could lead to repeat customers, which are the most valuable of consumers. These devices could even entice the consumer to buy. I know personally that there have been times where the tagline, logo, or name has brought me some joy, and in return, I would like to support that business.
A color scheme and typography can become just as synonymous with the brand as the product itself. Mcdonald's has ingrained in our minds that their colors are red and yellow with its humungous "M" in front of every store. And we will never forget. When I see something red and yellow, I do think about McDonald's (maybe that's the marketer and foodie in me). First off, find colors that match the tone of your business. A company that makes lots of plastic products might not want to incorporate green. The font is something that obviously can't go without serious consideration. A business wants to make sure the name is legible while still reflecting the firm in an accurate way. A cursive "M" might not have bode well for McDonald's, as that might insinuate that it is the best quality of food. That clearly isn't the goal of Micky D's, rather a quick and cheap dining experience. A firm that is trying to capitalize on being fun, kiddy, and trendy might consider something more bubbly or something to that effect. For my fictional (for now) freelance marketing business, I would probably use something like this: THIS IS AN EXAPmple of the font. Though it is obviously subjective, this font gives me a professional vibe that is still upbeat and trendy, something that is needed in marketing. It is ALWAYS important that your business name/tagline remains legible even in the smallest of fonts.
Now that we have a logo, tagline, color scheme, and font, it is time to think about how all of these are going to mix to create a brand that is cohesive and that have a common message. It is vital that all of these aspects are apparent on every bit of merchandise or promotional material. Getting people to recognize brands across different forms of media creates brand recognition. This includes business cards, banners, websites, store pages (if on an external site from the main website), Amazon pictures, social media posts. If I was a small business owner, I would put a big emphasis on creating content that incorporates all (or most) of these creative advertising aspects, ensuring my brand is getting consistent exposure across many types of media, and creating subconscious memories that aid in brand recognition.
Realizing when something isn't working and creating an alternative strategy is equally important as the rest of these. Brand recognition can be measured using surveys, website traffic, search engine volume, and the social media tools across the various platforms. More now than ever, there are ways to promote, integrate, and analyze brand recognition. With competition always evolving as technology advances, it is important to stay up to date with the latest tools to further your knowledge and, in turn make better marketing decisions.
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