| Encompassing a unique
name, slogan and logo into a corporate image can help a business
gain customer recognition and loyalty. Kare Anderson, president
of The Compelling Communications Group in Sausalito, Calif., gives
advice on creating a memorable identity.
Q: How does a company create a
brand?
A: Branding is making your business stand out, so that people trust
you and are interested in you. It’s using names, slogans and
logos to create an identity that is memorable to the people you
want to reach.
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Q:
What are memorable names?
A: I prefer names that evoke responses and relate to things in everyday
life. "Apple," for example, is more compelling than "Intel"
because it’s more tactile. My company, "Compelling Communications,"
tells clients their audiences will hear them better. My Web site,
www.sayitbetter.com, takes the concept a step further.
Q: Is "Say It Better"
also your slogan?
A: Yes. Slogans should resonate inside and outside organizations,
guiding employees and providing information to clients. They should
be specific rather than general and relate to one of the five senses.
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You should use your slogan
[often]. When I help someone improve a speech or presentation, I
say, "You’re saying it better already." I reinforce
the fact that I've kept my promise.
Q: What's your advice about logos?
A: A logo should be immediately identifiable from five inches to
500 feet. The simpler the better, like Nike's "swoosh."
Kare Anderson is the founder of the Say It Better
Center, located in Sausalito, CA. She can be reached via email at
kare@sayitbetter.com.
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