Page 64 - Duct Tape Marketing

Wake Up the Senses with an Image to Match Your Message

What Does Your Logo Say?

The company logo is the cornerstone of your firm’s branding ele-
ments. For many firms, the logo is the visual reminder of everything
the firm stands for. While a great logo won’t necessarily build your
firm, it plays a vital role in representing it. Conversely, a weak or con-
fusing logo can detract from the value that your firm brings. Here are
the elements of a good logo:

 It has a lasting value—trendy logos don’t hold up over time.
 It is distinct—some amount of uniqueness, as long as it

doesn’t confuse, is valuable.
 It appeals to your target market—if your target market is

partial to blue, then it doesn’t matter that you’re not.
 It supports your core message—if you are trying to

communicate your low, low prices, then your logo should
support that image.
 It is legible—This seems pretty obvious, but many people use
typefaces and images that can’t be printed or carried to a large
sign? Your logo should clearly identify your company, and it
can’t do that if people don’t understand it.

Can You Attach a Visual Metaphor?

While it is not always available, a logo or name that evokes a visual met-
aphor can be a very powerful tool. For instance, the name Duct Tape
Marketing has the tendency to convey much more than the name of a
company or service. The relationship to the concept of low-cost, effec-
tive marketing that works is inherent in the metaphor of Duct Tape.

In many cases, colors and powerful images can help drive an asso-
ciation to your business and help you stand out. Red trucks, catchy

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