The Role of Advertising in Business Marketing

The Role of Advertising in Business Marketingadvertising

Business marketing is the promotion of a company’s products or services to a specific audience. It can also be the act of engaging in actions to improve a company’s name recognition and public goodwill. Advertising is a much more generic promotion of a product or service to a less specific segment of the target audience. Even though advertising and marketing are not synonymous concepts, adding an advertising component to a marketing strategy is standard business practice.

A traditional marketing plan outlines a company’s strategy for publicizing its products and services, improving its mindshare with the target market and building goodwill about the company’s brand identity. Several marketing activities are not related to advertising. Some marketing activities are more passive such as a coherent and consistent logo and stationary design.

By contrast, an advertising plan is intended to actively promote a specific product or service to a defined consumer segment.

Although it is possible to market a company or even a product line without direct advertising, in general, advertising is the most effective way of communicating a product or service to a target audience.

Professional marketers usually segregate the return on investment for both the marketing and the advertisement programs. An ad program should generate more closed sales than the program cost to develop it. However, not all the impact from advertising is quantifiable.

Advertising plans are generally tactical approaches to a larger strategic vision contained in the marketing plan. Ideally the marketing plan should drive the ad plan, but not the other way around. In addition, the core principles in the marketing strategy will typically shape the types of ads that are acceptable.

Alter Impact has over thirteen years of experience helping businesses both large and small create memorable brands. For more information, please contact us today.

Importance of Corporate Identity

Importance of Corporate Identitycorporate identity

Corporate identity is a compilation of several things. It is the sum of a company’s individual parts. There are many physical as well as other, more subtle characteristics that communicate a company’s overall identity. Even recognizable trademarks would be long forgotten without corresponding support and communication mechanisms.

One of the most visible aspects of a corporation’s identity is its logo. An effective logo differentiates itself from the competition and provides high visibility. Companies should put a lot of thought into their logo design with consideration given to several factors. First and foremost an audience must be determined. Studying the competition might also be beneficial to logo development. A company’s logo is what sets it apart from the competition. It should be proudly displayed on all advertisements. Consistency is extremely important to effective branding.

To get an idea of what works, newer companies should take a look at long established corporate identities. Until your audience can easily identify your company, branding will be near impossible. The idea that a company can design an entire campaign around just its logo is a fairly new concept. Ease of identification makes it possible to advertise your company culture instead of just a specific product.

Once you have developed a successful product and an easily identifiable logo, your company’s image and reputation become an important part of your corporate identity. High quality products and services build trust in your brand. With trust comes a level of comfort that consumers can feel.

Legal issues such as trademark infringement are serious corporation issues. Distinguishing your brand avoids any challenges or simple confusion. A corporation should have complete control over its identity and should never allow others to use its logo without permission. Corporations should also be able to integrate new messages or adjust existing logos in order to accommodate changing times.

A familiar brand identity offers employees a feeling of pride in their company. Employees of well established companies enjoy higher morale, recruitment and retention.

Alter Impact has over thirteen years of experience helping businesses both large and small create memorable brands. For more information, please contact us today.

A Logos Role in Advertising

A Logos Role in Advertisinglogo

Creating a logo for your company gives you the opportunity to speak to your customers in an artistic and visually stimulating way. A logo can give potential customers an idea of the personality of your business and makes your brand instantly recognizable without the use of words or the company name. Ideally, a logo should represent your company accurately enough that the viewer requires nothing else to identify your brand.

Every organization can benefit from a logo. In fact, even countries create logos for themselves through their national flags, official seals and other emblematic artwork. Any organization wishing to communicate to an audience can benefit from a logo to clearly convey a short, simple message.

If your company has a marketing budget, then you should consider hiring a professional graphic designer to create your logo. Be sure to clearly communicate your company’s mission and personality to your designer.

Your logo should be printed on all of your promotional materials, letterhead and business cards. Display your logo on your company’s website and attach it to all of your company emails. Your logo should also be visible on all exterior store signage and within your store as well.

A logo is an extremely important part of a company’s message, marketing and image. It immediately conveys to the viewer your company’s mission and values. It keeps your company ever present in the minds of consumers, especially when it is used consistently on all company advertising and communications. A logo often means the difference between a customer remembering your brand or forgetting it entirely.

Alter Impact has over thirteen years of experience creating effective brands for businesses both large and small. For more information, please contact us today.



Logo Design – Do Colors Make a Difference?

Logo Design – Do Colors Make a Difference?logo design colors

Your logo is what visually represents your company’s identity. It is typically the first impression a customer will have of your business. Research shows that most prospective customers make a judgement about your company within the first ninety seconds. These customers might buy your product based on color alone, so using colors strategically in your logo can dramatically improve your sales. Let’s take a closer look at how colors make a difference in logo design.

The Psychology Behind It

Humans naturally respond to certain colors in a certain way. For example, red stimulates appetite and evokes energy and excitement while blue suppresses hunger and invokes feelings of peace. Green emphasizes environmental virtues or financial prosperity. Logo design should incorporate principles of color psychology in order to make the greatest impact. Logo colors should be chosen based on the type of response you are seeking.

Brand representation

Your brand is the totality of interactions that a person has with your company. Your logo is an extension of your company’s brand and should therefore be consistent with it. Before deciding on color schemes for your logo you should first clarify what your company is about. Your color choices should reflect your company’s brand, your target customers’ tastes and your mission statement.

How Many Colors?

Most professionals agree that for maximum impact only one color should be used. However, if your company provides a range of different services, a variety of colors can be used to represent your company’s versatility.

Cultural Context

As companies are becoming more and more globalized, color selection should pay deference to the meaning of different colors in different cultures. After all, a logo is only effective if it creates the associations that you desire. Certain colors might elicit different emotions in other countries. For example, yellow is associated with transportation in the United States but it is associated with envy in Germany and death or grieving in Latin America.

Alter Impact has over thirteen years of experience creating effective logos for businesses both large and small. For more information about how we can help your business, please contact us today.