Look at brands such as Nike or Coca Cola and the impact they have had on our daily lives. Why should smaller organisations not realise the benefits of a strong and identifiable brand? A creative and well thought out brand design will improve the perception of your company in the eyes of customers, employees, investors and suppliers.

Your brand is your company’s personality. It includes:

• The name of your company
• The logo design
• Letterheads, business cards and corporate stationery
• Signage
• Vehicle livery
• Corporate clothing
• Even the way your staff answer the telephone!

These factors contribute to a customer's perception and first impression of your company or organisation.

We analyse and understand your business, its strengths and weaknesses, your competitors and the market you are in (or intending to break into). The developed brand should be consistent with your company's objectives and the core values of your company and should express a unique vision and identity. To get the best from your new brand you should ensure that your brand is communicated and supported by everything you do. It becomes your corporate ethos.

At Clickingmad we have vast experience in the creation, role out and implementation of business branding. Please see our Blog for a recent article on this subject, click here.

A logo is a graphical element, symbol, or icon that, together with its logotype form, is a trademark or brand. A typical logo is designed to cause immediate recognition by the viewer. The logo is one aspect of the brand of a company or economic entity, and the shapes, colours, fonts and images are usually different from others in a similar market.

Distinct aspects of a complete logo:

• Logotype: Text or abbreviated text
• Icon: Symbol / brand mark
• Slogan: Description of the company
  

In a way, a logo is a visual shortcut to who you are. Your logo will establish your corporate identity and credibility. It builds loyalty among your clients and employees. You invest in your brand image every time your logo is displayed on a Web page, on a sign, or in an advertisement. A professionally designed logo enables you to be immediately recognizable and must be unique, memorable and simple. Such a logo will become one of your most valuable corporate assets over time.

What makes a successful logo?

Simplicity.

A good logo works in the simplest form. It is a memorable representation of your brand and inspires confidence in your customers. It should be fresh and original -- without visual clichés or amateur effects. A logo is well designed when it looks as good on a business card as it does on a web page or a billboard. To be functional, a good logo must reduce well to simple black & white or greyscale for use on faxes or in newspaper ads. The best logos are elegantly simple.

• The name ‘Google’ was an accident. A spelling mistake made by the original founders who thought they were going for ‘Googol’.
  It was a typo on the first investment cheque they received. Also the domain name “googol.com” was already taken.

• The Bass red triangle logo is the first registered logo trademark in the UK, registered in 1875 (and reportedly in use since the 1600's).

• How many of you have noticed a hidden symbol in the Federal Express logo:

There is an 'arrow' between the E and the x in this logo. The arrow was introduced to underscore speed and precision, which are part of the positioning of the company.

• How did Pepsi-Cola get its name?
  
  Pepsi's creator, Caleb Bradham, claimed his cola contained pepsin, an enzyme crucial to digestion, so Pepsi allegedly aided digestion. Though at first it trailed Coke in sales, today Pepsi is its main rival in the soft drink arena.