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Chapter 4: Logos & Graphics

The Basics About Logos and Graphics

Whether you are a brand new business or a business that is doing a web reinvention, it is important to consider overall branding before diving into purchasing new web tools. This process can be a do-it-yourself (DIY) one that is free or inexpensive, or it can be a full service branding process with a professional marketing firm. Essentially, you can pay as little or as much as you want for these activities. And in my opinion, unless you are either an established business with an extremely clear business focus or a start-up with significant funding for a large product launch, you may not always get great value from the high-end approach. That said, however, unless you have the design and technical skills to use graphics software and do web layout, you should at the very least expect to hire out your logo and graphics development. I believe that for a professional presence, consistency across all expressions of your company is important. This means that you want your logo to look the same or similar everywhere. It also means that any graphical design elements in your business card or on printed marketing materials should also show up on your website or blog and vice-versa.


Teasing Out the Differences: Branding, Marketing, and Advertising

Branding is about getting your product or services distinguished in a visual and verbal way. It is usually something you do after you have been in business a while or if you have an extremely clear plan and the funds to put towards it. Branding coordinates your company culture with the way your product or service is perceived.
Marketing plans help you position your products and services so that your overall approach to market is viable. It will likely use whatever branding that you have and guide any advertising you may do. Marketing should also help guide the channels through which customers can access your products or services.
Advertising is about getting people’s attention. Your marketing plan or strategy should guide when, where, and how often you should use advertising dollars

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