By Donna Cope
Vice President

In order to get ahead in any market, you need to be identifiable. Your customers should be able to recognize that your marketing pieces belong to you BEFORE reading your name. Think about it, how many people know, just by seeing a Gecko, who the company is? When you see a duck, do you think AFLAC? The key to accomplishing this is creating a visual identity that stands out from your competition. A few key components to getting started creating your visual identity include:

1. Create a logo – A logo helps customers to recognize who you are and what you do just by seeing a simple picture. You want customers to be able to pick you out from a sea of advertisements without having to read through all of the other advertisements to get to you. Once your logo is spotted, the customer can go directly to your ad and see what you have to say.
2. Include a tagline – When creating a logo, create a tag line that in a few simple words will tell customers what you do and the benefit of using your services. You can use this tag line on business cards, letter head and other stationary items where space may be limited. For example, when your business card includes your logo AND a tag line, it becomes a mini-brochure.
3. Create a stationary package – Letterhead and business cards may be the first contact some customers have with you so keep it clean, simple and complimentary to your logo. Limit the number of fonts. Too many fonts look confusing, try to limit yourself to two font types and use bold, italicized and capital fonts in moderation so that they will have a more pronounced effect.

In addition to these basic components, you can expand you identity with a wide array of marketing materials including print ads, brochures, flyers, newsletters, mailers, web banners and of course, a website, just to name a few. When creating your various marketing materials it is important to remember the components listed above and use them to keep consistency throughout your marketing projects. Consistency is key to being recognized by both existing and potential customers. If your letterhead and logo use blue and yellow, don’t have a business card that is black and red. Using these tips can help create the visual identity that can help take your business to the next level.