Positioning an organization’s brand in the marketplace can be a challenge, even for seasoned marketing professionals, since the aim of positioning is to distinguish an organization’s function from the competition.
As most marketing professionals can attest, the competitive landscape is not only fluid, but can become increasingly challenging in mature industries that are saturated. An example of a mature industry with high levels of saturation is food and beverages. In a mature, saturated industry there is typically less room for growth and even major, established firms may find it difficult to grow market share. When the number of competitors is high, positioning statements and the logos that represent organizations need to stand out. Urban Geekz is an example of a firm that specializes in the design of effective logos.
A logo’s design is not only meant to symbolize and represent an organization, but also help consumers identify the organization as a brand. Most logos use a combination of graphics and words to communicate a message. At a bare minimum, that message should be visually appealing, contain the organization’s or brand’s name, and be inspiring.
Prior to designing a logo or formulating a positioning statement, a certain amount of market research is necessary. A competitive or SWOT (strengths, weaknesses, opportunities, threats) analysis will help identify what makes an organization unique and what aspects of the organization offset the appeal of the competition. Another important point to consider is who is the organization’s target market? What are the characteristics of the population segment the logo or positioning statement is trying to appeal to? And what is the best way to reach that market?
Since arriving at an effective positioning statement and designing an effective logo takes skill, established organizations and startups alike often seek the expertise of a vendor. While a vendor can be an invaluable partner in creating a captivating logo, small business owners and those willing to take a risk can keep a few key points in mind. Those include knowing who the target audience is and what appeals to that audience, knowing how the organization compares in the market, and what combination of graphics and words will succinctly communicate how the organization wishes to be perceived. Keeping these points in mind will go a long way towards the creation of a logo that produces effective results.