Page 63 - Duct Tape Marketing
P. 63
Duct Tape Marketing
Because your logo or an advertisement for your firm may be the
first thing that a potential client comes into contact with, it must per-
form these tasks:
Clearly identify your company
Appeal to your target market
Differentiate your firm
Support the most important aspect of your core message
When defining image elements for your firm, you must ask if every
element meets these criteria.
What’s in a Name?
The name of your firm goes hand in hand with your logo. In some
cases, such as in a phone directory listing, it may be the only element
that the potential buyer experiences.
The name of your firm has several functions and should be cho-
sen with at least one of these in mind:
Recognition of your products or services—Is it clear
what your firm does? Bob’s Electrical Repair is stronger
than Bob’s Electric.
Differentiation—Does your firm name allow you
to stand out in your industry? In the legal field,
Smith, Jones & Williams could be replaced by Traffic
Violation Busters.
Favorable association with the target market—If the clients
of your exclusive salon are primarily upscale women, then
Smitty’s Hair Palace might not make sense.
44
