A brand is a distinguishing name and/or symbol, intended to identify a product or producer. A brand is the most valuable concept in advertising. Brand management is the art of creating and maintaining a brand. We have designed over 70 websites in the last 2 years alone. A brand that is well established in the industry or market acquires brand recognition. We have experience with branding and have helped many clients brand their businesses. Creating a memorable brand is a key to a successful business and a major responsibility of the owner. A smart business owner will seek assistance and use resources to develop the brand.
According to a Business Week article, Google's vice-president of marketing, admits he has the easiest job in marketing. Google's brand has taken on such an aura that Google doesn't have to do much of the usual care, feeding, and policing of the brand—let alone run any television advertising or print ads. Google's brand is a shining example of an established name brand that does not need any marketing to continue to succeed.
Because of the Internet's popularity and advancements in technology, a catchy logo is a great way to Design Your Name™. Create your name correctly and you will save thousands of dollars in the long run. One brand name we came up with was Structural Resolutions. Nothing compares to choosing a great business name. Change your name and it will cost you thousands of dollars in the long run. Then after you have created and designed it, Google Your Name™ and see if you can find it. Everyone can choose and create a name; not everyone can brand a name. Establishing a name brand or brand name can be time consuming. But branding your message to stick in the minds of your potential clients is well worth the time.
Logo design is NOT a service we offer independently, BUT we include it in our branding and Internet marketing package. We have designed quite a few images and logos. Our specialty is not logo design but with website design as a larger picture and more particularly with website design as it relates to branding, search-engine optimization, and Internet marketing as a whole. We also have significant experience with image and photo alteration and modification. Because of our experience with computers and website design, we have about a decade of experience with Photoshop®. Below are some of the logos we have designed.
Logos do not have to be expensive or extremely fancy. In researching what logos other marketing companies have created for their clients, we found that many of the logos seemed pointless or inconsistent with the company's products or services. If a client hires us to design their website and wants a logo, we are often able to provide them with a relatively simple design to enhance their name.
Consider Them Gone® is another brand name that we created. With a name, a trademark, a website and logo, the company is becoming a do-it-yourself force to be reckoned with in the pest-control industry. We used an ant, a spider and gravestone to enhance the name and establish the brand. Is it really better to hire a company who would design a mediocre logo in a few days, or hire one company that took the time to develop the RIGHT logo? Consider Them Gone® is a perfect example of a brand that was established by our company. They lacked a logo for nearly six months while we worked on one that would best suit their brand. Their domain remained vacant while their brand was being legally established with a trademark. The worst mistake you can make is implementing a brand and not taking the proper steps to "protect" your brand name.
The Happy Home Painting logo is another personal favorite. To accomplish this masterpiece, it took several weeks of one step at a time. Good ideas come to those who wait. Graphic Design is no different. We replaced the 'o' in "Home" with a blob of red paint, along with adding the bucket of red paint to the right of the word "Painting". The bird holding the paint brush with white paint on it finishes off the design, making it a complete representation of the services that Happy Home Painting provides. Happy Home Painting had a Google PageRank of 3 when we took over their online marketing.
Nearly 2 years after Vision Landscaping's initial black, yellow, and green brand name logo was designed, we came up with some additions to it. A good logo isn't always done best quickly. A logo can change over time, just as a brand can change over time, or be re-branded to move the brand upmarket. Upmarket goods, products, or services, are targeted at high-income consumers. Upmarket is also known as high-end. This is exactly Vision Landscaping's type of clientele. It sells stone work, and its target client base is upper middle class and upper class consumers who need significant disposable income to buy its products and services. One of the best places to see how brands, websites, and logos have changed over the years is the Internet Archive also called the Way Back Machine. Vision is now fencescaping its way to success.
We're proudest of our Web Your Name® brand. It's quickly become a name brand in the Internet marketing industry. Our brand name is representative of what we do. It took 4 years to tie our company's name, brand, logo, and mascot together. And there is always more work that can be done. From time to time, companies need to update their brands, mascots, or logos. Web Your Name's brand began initially as GoogleMe, Inc. At the time, I had relatively no knowledge about trademarks and intellectual property laws. I applied to get a trademark for the word GoogleMe, and the attorney told me that I couldn't get a trademark for that term because of Google's trademark on the word Google. I was forced to come up with a new idea.
That's when I came up with Web Your Name®. I chose it because we focus exclusively on Internet marketing and advertising. I also immediately bought the following domains: webyourname.com, web-your-name.com, webmyname.com, web-my-name.com, web-our-name.com, and webourname.com. A domain name can be a critical tool in establishing a brand. I then applied for a trademark on Web Your Name®. I did not launch my website or release my design until I was sure everything was well underway to becoming registered. I did not want anyone to discover my website and try to take my idea or name.
A brand can fail through poor marketing management. Companies are so focused on throwing advertising dollars into cyberspace, many times they fail to maximize their ROI on those dollars. Cyberspace is metaphor for describing the non-physical terrain created by computer systems, the electronic space upon which the Internet realm exists.
Many of these big brand companies hire salesmen who work for wannabe Google marketing experts. A wannabe is nothing more than someone who presents himself as something that he is not. We are Google marketing experts and our successful brands are proof. CNN.com posted an article on R.I.P. Failed Brands.
Circuit City was probably one of the must surprising failed brands post Y2K. Circuit City used to be one of the best information-technology brands. The brand failed due to excessive spending and piss-poor management. Time Magazine recently published an article about why Circuit City failed while Best Buy boomed. I didn't need to read the article to know exactly what caused it: excessive advertising trying to establish the brand kept their income-to-spending ratio too high.
I have one client who spends $100,000 a year on telephone book marketing in addition to a small amount with me on Internet advertising. He's convinced that it is in his best interest to spend $1,000,000 in a decade on advertising and branding through paper medium. If only he would give me a half million dollars to brand his business through the Internet! After 10 years, he wouldn't have to spend another penny on advertising.
Many people do not know that Circuit City still has a website and does business through the Internet. Yes, you can still find the Circuit City brand online. Their website at the time of this article has a PageRank of 6, which is actually really good. Best Buy's PageRank is only a 7.
Despite Best Buy being the biggest competitor of Wal-Mart in electronic goods, Best Buy is going to have a long hard road over the next decade trying to keep all of their retail stores in the green. Circuit City made the best decision they could have made, to file bankruptcy and reorganize their brand. The retail industry died years ago, before the economy bottomed out. These mega-corporations become unmanageable when their sizes grow to mammoth proportions.
Circuit City wasted mega-millions on television advertising, telephone book advertising, and Internet advertising. People went to Circuit City because they knew they existed and their service was better than Best Buy. Circuit City did not need to waste their money on branding. Their brand was established, they had a name brand. Once you have established a brand, you do not need to work so hard thrusting your brand into the public eye.