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From Karen Saunders

Your Branding, Marketing & Self-Publishing Coach

2 Visual Branding Keys To Make Your Business Memorable

Have you ever asked yourself why a competitor’s business gets more attention than yours? The answer just may have to do with the elements that go into how memorable the business is. And that has to do with branding. Specifically visual branding keys.

But exactly what is branding, anyway? Think of branding as predefining what a company is all about in the minds of its clients. Good branding differentiates your products and services in a positive way that really sticks in the minds of potential customers.

Let’s say you are getting ready to run errands on a busy Saturday morning, thinking about the groceries that need to be bought, the dry cleaning that needs to be picked up, and the packages that must get to the post office before noon. The trip to the post office reminds you that your favorite aunt’s birthday is next Wednesday. You need to add buying and mailing a birthday card to your list of things to do. Without a moment’s hesitation, you know exactly where you will buy the card: the local Hallmark store. Why did you think Hallmark? The answer to that question has everything to do with Hallmark’s branding and two key elements of that branding are:

1. An attractive, easy to read, and memorable logo

2. A great tag line.

Assuming your own product is fabulous, it all comes down to image. Graphic design can play a huge part in that image. But what are some key things to consider?

A great logo is the first of 2 visual branding keys.

You have given a great deal of attention to your company name and believe it speaks to who you are and what you do. Great! Now you need to wrap a graphic image around that name to carve out a prime piece of real estate in your target customer’s mind. That is exactly what a great logo can do.

Keep in mind that a powerful logo:

  1. Has a strong, balanced image with no little extras that clutter its look
  2. Is distinctive and bold in design, making it easy to see at a glance
  3. Has graphic imagery that looks appropriate for your business
  4. Works well with your company name
  5. Has an easy to read font
  6. Communicates your business clearly
  7. Looks good in black and white, as well as in color

Hallmark’s memorable crown logo is one of the reasons that Hallmark comes to mind so quickly when you need to buy a greeting card. It is simple, bold, looks good in either color or black and white, and bespeaks the quality required for something to be stamped with a hallmark, so it works well with the company name. While the image might not have communicated the nature of the business when it was first created, it certainly does now!

Hallmark logo is first visual branding key

Next month I’ll share the 2nd key — a great tag line. Be sure to “tune in.”


Two more 1st Place EVVYs!

Friday, March 28, 2008 was the 14th Colorado Independent Publishers Association (CIPA) “EVVY” book awards banquet. I accepted two 1st Place EVVY awards on behalf of one of my clients, Barbara Flood of Phoenix Press. Barbara, her editor Barbara Munson, and I worked together as a team to create Illumination: Contemplations for an Awakened Life. This book won 1st place in the Spirituality/Religion category and 1st place in the Inspirational/Self-help category.

We also created the companion Journal of Illumination. Friesens Corporation manufactured both books. We are all proud to have created such an exceptional book. You may purchase it at