Corporate Branding and Identity

Guide to Using a Logo and Trademark to Brand Your Business

Let your logo or trademark do the promoting for you.
By Jenni Simcoe

A logo or trademark is more than just a name, word or design. Or at least it should be. Your logo or trademark represents your company's identity and can be an effective tool in creating a brand and a buzz for your business.

If you've gone through the trouble and expense to create a logo for your business or register a trademark, it makes sense to leverage that investment into creating and promoting your business brand. It doesn't matter if your business is really small. Even a one person business can be a brand.

When used consistently, your logo or trademark will:

1. Increase awareness of your company
2. Build confidence in your business
3. Create a loyal customer base
4. Help customers make buying decisions

Action Steps

The best contacts and resources to help you get it done

Think outside the box Place your logo on every piece of communication with your customers, including signs, business cards, stationery, brochures, Web sites, emails, direct mail pieces, invoices, receipts, labels, shopping bags and more. But that's only the beginning. To get the most branding bang out of your logo, be creative.

I recommend:  Find a list of ways to use your logo to promote your brand identity at brandlogic.com.

Create a logo usage guide Consistent usage is one key to successfully promoting your brand to consumers.

I recommend:  When creating your company's logo usage guide, think how the logo will translate for all media of communication, including the Web, print, event signage, direct mail and promotional items. The style guide should address proper usage of PMS colors, fonts and clear space around the logo. Check out logo usage guides for the best brands of the world or get your own branding guide.

Get your logo on the road You don't need to have delivery trucks or vans to make your mark on the highway. You can rev up your company's visibility by placing your logo on vehicles.

I recommend:  Place removable magnetic logos on your vehicle and on your staff's vehicles as a way to build your brand.

Promote your logo Place your logo on promotional items and giveaways as a way to build brand awareness. Choose items that your customers will use on a regular basis to get maximum exposure.

I recommend:  Order promotional items that reflect your customers' lifestyles or that support a cause you think is important to your customers.

Sponsor charity events or local sports teams Promoting goodwill also promotes good business. Community sports leagues and charity events are always looking for sponsors. Donate cash, equipment, or volunteer your employees' time in return for your logo appearing on team uniforms, event banners or other promotional materials.

I recommend:  Find out if your logo is suitable for embroidery on team uniforms at Team Sportswear, and contact your local chamber of commerce for upcoming events in your area.

Tips & Tactics

Helpful advice for making the most of this Guide

• When providing your artwork on disk or via email to a designer, printer or other media, attach your logo usage guide to ensure consistency.
• Limit your logo to less than four colors and identify them clearly using the Pantone Matching System. Otherwise your red could turn out orange and your blue could look purple in print.
• When providing your logo electronically, make sure you attach the entire font file including the screen and postscript versions to the user. Otherwise you may end up with a bitmapped logo.
• Have your logo available in EPS format for print materials and in JPG and GIF format for your website.
• If your logo or part of your identity is trademarked, make sure to include the ™ symbol and include instructions in your logo usage guide for it.