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Creating An Effective Logo

Creating An Effective Logo

Every company needs an effective logo to represent their branding and provide consumers an easily recognizable graphic representation of the company and it’s core values. Logo’s can become the public face of a business and in examples of extremely effective logo design, can even replace the brand name as the most ubiquitous aspect of a company (see the Nike “Swoosh” or McDonald’s “Golden Arches”). Creating and implementing an effective logo is an essential step in the evolution of any successful retailer.

What is the purpose of a logo?

Logos are an aspect of a company’s branding, they’re used as the graphical representation of a company’s values and goals. Logos are used to identify a particular entity in a sea of competitors, and help to inspire loyalty, trust and admiration among consumers. An effective logo design will help to convey not only what a company does, but what it stands for. Although logos are not generally created to be a salable commodity, it’s not unheard for a great logo to become just that (again, see the Nike “Swoosh”).

What elements make up a good logo?

Generally it’s accepted that there are 5 basic principles that every logo should encompass:

  1. Simple
  2. Memorable
  3. Timeless
  4. Versatile
  5. Appropriate

Simple: Often logos need to communicate both effectively and quickly. Logos need to be as easily recognized by someone speeding by a billboard at 70mph, as they would be by someone watching a 30 second commercial on tv. The key to speedy recognition is simplicity of design; the fewer elements, the easier it is for the viewer to distinguish what he or she is looking at.

Memorable: Of equal importance to the logo being recognized, is the logo’s ability to leave a lasting impression on the viewer. The goal of an effective logo is to create a relationship between a symbol and what it symbolizes, to accomplish this task it must be easily remembered. An effective logo will be easily remembered so that the consumer can easily recognize the symbol of a company and what that company stands for.

Timelessness: In order for a logo to remain memorable it also must remain unchanged. Logos need to be created in such away that allows them to remain relevant even with changes in design aesthetics and popular preferences. Updates are appropriate from time to time, but the general feel of a logo should be created in such a way as to allow for changes in taste without compromising the logos integrity.

Versatile: Logos need to be able to function across a variety of different media and applications. For instance an ideal logo would look good on a website header, plastered on a billboard, or stitched into a company t-shirt. An effective logo should look as good in black and white as it does in color. Ideally logos should be created in vector graphics format. Vector graphics scale to any size and can be enlarged or shrunk to fit any application without a loss of quality.

Appropriate: The effective logo needs to take into account the audience it is hoping to capture and be appropriately designed with the intended viewers in mind. This isn’t to say that every logo for a gun store needs to have a firearm in the design, however if you’re intended audience is the recreational hunter you may want to include camouflage or a deer, where as a company going after tactical sales may want to include carbon fiber or soldier silhouette in the design.

What does good logo design cost?

The cost of logo design can vary greatly depending on the needs of client. How many logo concepts need to be presented? How many rounds of revisions are included in the design quote? What type of finished files are required, .pdf, .eps, .png, .jpg? Large companies have spent millions of dollars on logo design and implementation. OBN offers logo design packages starting at $499 that include multiple design concepts, one round of revisions, and final image outputs in several formats including scalable vector graphics.

Return on Investment

Investing is one of the most important aspects companies have to deal with on a regular basis. Companies have to figure out when to spend while also looking at what to spend it on that. Now an investment doesn’t necessarily mean money, but can also be the time, or effort put towards a particular thing. However companies are main objective is to make money while turning a consistent profit. But have you ever wonder if the investment your company has made actually turns a profit? There’s a way to do it, it’s called Return on Investment (ROI); which is a performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments.

It is crucial for companies to check their Return on Investment wherever they designate any kind of investment. You want to make sure you are turning a profit on your investments ROI can be used to help narrow down where a company is or is not making a return on their investment.

Customer Service

Customer phone calls are important to any e-commerce or brick and mortar business. Want to learn some tips, tricks, and best practices to make your customer phone calls more effective? Let’s take a look at how to handle sales related phone calls in the first part of my two part series on customer service.

Part 1: Handling Sales Related Customer Calls

Seeing an Opportunity
This process is very similar to interacting with a customer in your brick and mortar retail store or even at a gun show. In the e-commerce world helping customers over the phone is not only necessary, but also a great opportunity to help and connect with customers. A person calling your phone line is probably looking to make a purchase, but before we begin, we need to lay down some ground rules for customer call.

Establish a Greeting

First greet each customer in a professional manner. A simple way to do this is to say, “Hello, (your business name), this is (your name), how can I help you?”
This will put the customer at ease, it ensures they have gotten to the right place and are talking with a real person. You now need to let the customer talk and tell you what they are looking for.

Asking the Right Questions

So let’s say for the sake of this post that, you own a gun store and a customer has called you. You greet politely them as usual and the customer then asks you, “What gauge shotgun do your recommend for skeet shooting?” This isn’t a waste of your day, it’s a buying signal.

Once they have said what they are looking for repeat it back to them and ask another probing question. This shows that you are listening and trying to help them. Try to ask questions that will give you insight into the customer’s needs. Avoid questions that make the customer unsure or intimidated. If you ask the right questions you should be able to get a very clear sense of your customer’s wants and needs.

Establishing a Budget

Next, you need a budget. Ask them, “How much are you looking to spend?”
Be prepared for two types of answers. You are either going to hear a number or they are going to ask you to make a recommendation.

• A number is easy. From there you would talk about products that are at or around their target range. Don’t be afraid to recommend something that isn’t exactly at their number. If they don’t need to spend as much or if they may need to spend a little more to accomplish their goal, tell them, and make your honest recommendation. They will be much happier with something costing 10-20% more or less than the number they mentioned if it is the right product for them.

• Recommending a price range is more difficult, but it’s nothing to be intimidated by. Simply think about it this way; recommend a specific product that you would want to purchase given two conditions:

• You are looking to get a high quality item that will last a long time

• You are looking to invest a decent amount of time and energy using the product you buy. If possible recommend something that you have had some personal experience with.

Benefits are Key to Any Sale

Once you have established a budget and recommended a product you need to start listing benefits and explain why you are making that recommendation. A benefit is the positive effect on your customer of a certain feature. For example a feature of a rifle may be a picatinny rail. The benefit to a picatinny rail is that they can easily attach any accessory that they may want often without using tools, so they won’t need to get a screwdriver out to add a tactical light on to their gun.

Keep talking about benefits and be sure to put the product where the customer can see it. An effective way to do this is to direct the customer to the product on your e-commerce website or to email them a link.

When you have both chosen a product and outlined some benefits it is now time to listen to the customer’s concerns and talk with them about their objections. Be sure to answer all of their questions as professionally as possible and find them the right information if you have to. It is important to re-establish that this is the right product for the customer when dealing with objections. Then keep talking about benefits.

What if The Customer Doesn’t Like What You Recommend?

If the customer doesn’t like what you have picked out for them don’t argue. The response to that is, “Ok, no problem let’s find you something else.”
Then move on. The important part here is to make a sale NOT make your point or try to change the customer’s mentality.

Closing the Sale

Once the customer is seeing the benefits and how they can work for them ask for the sale by inquiring, “Is this something I can ship out to you today?” or in the case of firearms, “what FFL will I be sending this gun to?” If the customer really likes the product it is worth trying an assumptive add-on close. In this case, a good way to do this would be to say, “how about some extra choke tubes to go with your new shotgun?”

Odds are these questions will lead your customer in the right direction without being forceful. Once you do make the sale reinforce that the customer has made a good decision and that they will be happy with their new product.

If you do have to end the call before the sale is made remember to follow up with the customer. Ask for permission to send him some information about the products he is looking for. You can easily email the customer links to products on your site with a personal note recommending certain items.

Want More?

The National Shooting Sports Foundation has created a great video talking about in person customer interactions. A lot of it applies over the phone and it is worth spending time to watch. Taking these steps on the phone and in person will leave your customers happier and put more money in your pocket.

Written By: Kyle Jazwiecki – Account Manager