As a small child, I was always fascinated when the ice cream truck would drive down the street where we lived and create customers at will. With no more than a simple melody, the driver could attract a dozen or so children to the edge of the kerb – eagerly waiting for the truck to stop so that they could hand over their parents hard-earned cash in exchange for a 99 ice cream cone, a Mini-Milk or a Zoom bar.
Crazy, but this was my first lesson in marketing and one I will never forget.
Here’s what I mean…
The power that small, white and yellow truck held was something few businesses hold over their current or future customers but I bet they all wish they could create that kind of brand awareness and instant product recognition. It still exists today if you think about it – etched on the minds of ice cream eaters across the world.
The power came from consistent marketing (musical melody played each day through the Spring and Summer months around the same time every evening) and a clear, unambiguous brand – we knew exactly what that sound was each time we heard it and when we heard it…we RAN!
The online world works a little different – marketing needs to remain consistent and clear but the brand begins with a much more visual “message” in most cases.
It all starts with the right logo.
Lead your online business with the right logo and customers will follow you from post to profile to payment gateway – the same way we followed that old, musical truck as small, ice-cream loving children.
What do I mean? Let me explain…
With so many marketers and entrepreneurs battling for attention online, getting heard is becoming more and more difficult. People have a very limited attention span and tend to speed read at best and scan at worst before deciding to leave or hang around and digest your well-prepared offering.
You need to be seen to be heard, right?
Isn’t that what “social marketing” is all about? I hear you ask.
It could be the answer, yes. But don’t be fooled by friends “liking” your video on Facebook, sharing your thoughts on Google PLUS or “re-tweeting” your latest blog post – these actions can be automated by “bots” in some cases and even when they are carried out by a real human being, it’s unlikely the person who hit “like” even bothered to read or watch whatever it was that took their fancy in the first place.
There is a place for social networking but when it comes to building a business, it’s far easier to find yourself blending into the background than standing out from the crowd. Social networking sites haven’t made your online business life any easier when it comes to getting your message in front of your ideal customer and getting that message heard.
Social share is not necessarily a sign of customer attention and engagement as some would have you believe, it’s more likely a sign that your feathers are being consistently fluffed by a small group of idiots with too much time on their hands and few friends in the real world. 😉
So if you’re building your business on the back of this idea you might want to think again!
Sorry…that’s just the way it is.
A few “likes” and a little Buzz here and there means very little in terms of sustained market share. It might make you feel important for an hour or so but it won’t bring home the bacon.
When you finally manage to break through the noise, cast your ego to one side and set your sites on a few real customers (the ones who will buy your stuff), it’s essential to make the most of your time in the sun, as it were. Get seen, get noticed and most of all get remembered or get back to your hole in the ground with all the other online misfits and failures and leave the online business world for real business owners.
How do you do this though?
One way to get noticed is to have the right logo in place before you try to make yourself heard. People have a need to know what is happening in the world around them and you can use this to your advantage when you understand how human beings functions.
We experience the world and form opinions of it by what we take in through our senses – seeing, hearing, touching, smelling, and tasting the world around us one piece at a time.
Over 50% of the cerebral cortex is devoted to visual function allowing us to form complex images from what were mere patches of light cast upon us. Everything we see is then logged like a piece of fine art in our brain and labelled accordingly. So what does this mean for you and your logo?
Let’s look at function first…
A logo’s primary purpose or function is to portray (visually) what a company stands for; what it’s all about and what market it operates in. This is done so that its existing and potential customers will have a clear picture in mind when they attach the logo to the company’s product or service.
Now let’s look at impact…
Remember, the human brain has been labelling images for a long time and even though the world wide web is in its infancy, we as humans have a built-in understanding of what we should see when we look at certain things. When designing a logo it’s essential to know what is expected across different niches in terms of colour, style and design.
What you prefer may not be what your customers and potential customer expect or want. Get this wrong and you’ll find your brand misplaced or easily forgotten. Get it right and you can start the conversation with recognised authority and customer approval. Logo design and brand exposure are just two of the things you can discuss when you book a Done-for-you-Traffic consultation here: http://jimyaghi.com/traffic